The 2025 Shanghai Tourism Festival, themed Embracing Beauty and Happiness, concluded on Oct 6 at the Shanghai Expo Cultural Park after a 93-day celebration of a different array of activities.

This edition of event featured 500 festival activities citywide through collaboration with multiple platforms such as the Shanghai Summer International Consumption Season, Shanghai International Light Festival, and the China Shanghai International Arts Festival.

This annual celebration of culture, innovation, and community engagement has become the main entrance to this megacity and promoted the development of urban tourism to form a new momentum of prosperity.

According to statistics from the Shanghai Municipal Administration of Culture and Tourism, during the summer tourist season, from July 5 to Aug 31, Shanghai received nearly 97 million tourists, a year-on-year increase of 1.54 percent. The total transaction amount of all-factor tourism consumption in Shanghai was 152.4 billion yuan ($21.4 billion), a year-on-year increase of 27 percent.

During the classic activities season, from Sept 1 to Oct 6, Shanghai received a total of 65.8 million tourists, a year-on-year increase of 4.26 percent. The total transaction amount of all-factor tourism consumption in Shanghai was 160.8 billion yuan ($22.6 billion), a year-on-year increase of 10.6 percent.

The float parade, as one of the longest and most popular activities of the festival, took place in 11 well-known landmarks and commercial areas across 10 districts. Among 25 participating floats, a Jay Chou-themed float won the most popular award, as announced in the results of the parade competition.

Zhong Xiaomin, director of the Shanghai Municipal Administration of Culture and Tourism, said that the festival is an important window to showcase Shanghai's warmth and tell Shanghai's stories to China and the world, and also a grand stage for tourists worldwide to experience the beauty of the city and celebrate happy moments together.