The 36th Shanghai Tourism Festival concluded on Oct 6, marking the end of a 93-day celebration that welcomed 163 million visitors and generated 313.2 billion yuan ($43.99 billion) in tourism revenue.

The festival, for the first time, adopted a "two-season" approach, spanning from the summer to the autumn. It integrated with other events like the Shanghai Summer International Consumption Season and the Shanghai International Arts Festival, offering a diverse range of 500 activities throughout the city.

The opening of the Legoland Shanghai Resort in July added a youthful vibe to the city's cultural tourism scene. Chen Lu, a visitor from Xinjiang, said she was drawn to Shanghai for a month-long trip with her 5-year-old son to explore its attractions.

Numbers show the impact of the festival. The Legoland resort hosted over 600,000 visitors during the summer, with peak days reaching 15,000. Hotels nearby reported an average occupancy rate of over 90 percent.

Half-price ticket promotions at Shanghai Disneyland and Happy Valley boosted overall consumption, with ticket sales increasing by 51 percent and revenue growing by 54.43 percent, according to online travel agency Ctrip. Hotel bookings also rose by 27.59 percent.

The annual parade on the Bund attracted 246,000 on-site viewers, with flower-adorned floats and performance teams showcasing Shanghai’s dynamism to the world.

Manuel Kuhn, a visitor from Lucerne, Switzerland, was impressed by Shanghai's dense skyscrapers and looked forward to exploring the city after the parade.

The floats toured across 11 landmarks and commercial areas in 10 districts of Shanghai, covering over 1,000 kilometers and attracting over 3.4 million domestic and international tourists.

The festival also combined sightseeing with other events. The integration with the Shanghai International Light Festival allowed visitors to enjoy the city’s night scene and themed routes.

Collaborations with companies also led to new tour routes and activities, such as the extended Huangpu River cruise route to Longhua Quay and the joint promotion packages by hotels and tourism companies.

According to Zhong Xiaomin, director of the Shanghai Municipal Administration of Culture and Tourism, the Shanghai Tourism Festival is a way to showcase the city. Shanghai aims to upgrade the festival into a global event and further integrate culture, tourism, commerce, sports, and exhibitions to build a world-renowned tourism destination.

Source: Jiefang Daily