Shanghai's culture and tourism authority unveiled the city's new culture tourism promotion slogan, This is Shanghai, on July 15, the winning entry in a global contest administered by the Shanghai Municipal Administration of Culture and Tourism in March.

The unveiling of the new slogan is part of Shanghai's ongoing efforts to elevate services and increase global appeal for international travelers. The move comes as the city experiences a robust rebound in inbound tourism, welcoming nearly 3.4 million visitors from abroad in the first five months of 2025, with foreign tourists accounting for 2.54 million.

Alongside the launch of the new slogan came the debut of a promotional video titled This is Shanghai. Co-produced by local and international city ambassadors, the video showcases the city's signature attractions and rich cultural offerings.

In addition, a wide range of new tourism products were also introduced, including accommodations, dining options, and three citywalk routes curated by seasoned guides: Clarisse Le Guernic from France, known for her extensive citywalk tours in Shanghai, Japanese guide Feng Yao specializing in Shanghai cuisine and anime culture exploration, and English guide Huang Xiaojie delving into the traditions of Shanghai gardens and the iconic shikumen stone-gate houses.

Moreover, the event showcased an interactive H5 map titled Guide to Citywalk Shanghai, a bilingual digital tool featuring six citywalk vlogs. The platform offers travelers a fresh perspective and interactive experience to discover the vibrant city of Shanghai.