According to data from the Shanghai Municipal Administration of Culture and Tourism, Shanghai received over 6 million inbound tourists in 2024, solidifying its position as China’s “first stop” for international tourism and fostering cultural exchanges between Chinese and foreign visitors.
As 2025 begins, Shanghai’s cultural and tourism market is vibrant and thriving. Inbound tourists and local residents have jointly ushered in a “strong start” to the new year, unlocking fresh travel experiences.
More Convenient “China Travel”
China’s optimized visa-free policies, streamlined entry procedures, improved mobile payment systems, and mostly reservation-free attractions have significantly enhanced the appeal of “China Travel.” In Shanghai’s scenic spots and neighborhoods, the number of international tourists arriving by plane for short trips has noticeably increased.
Image: On the evening of December 31, 2024, Slovak tourists experience intangible cultural heritage rubbing techniques during the “Shanghai New Year’s First Tour.” (Xinhua/Photo by Chen Aiping)
“Since November 2024, China has introduced a visa-free policy for Slovak tourists, which has been incredibly convenient,” said Slovak visitors Marian and Katarina, who chose to celebrate the New Year in Shanghai. They had long dreamed of visiting China, and the visa-free policy acted as a “catalyst” for their trip.
Japanese tourist Hisataka Kubo, recently arrived from Takamatsu, noted that while obtaining a Chinese visa previously required at least six weeks of preparation, it is now possible to “travel on a whim,” making weekend and short trips much easier.
Data from Trip.com Group shows that from December 31, 2024, to January 1, 2025, inbound travel orders to China doubled year-on-year, with orders from South Korea and Japan increasing by 215% and 145%, respectively. Shanghai was one of the top destinations for international tourists during the New Year period.
Image: The Shanghai Tourist Information Center at Pudong International Airport provides multilingual cultural and tourism brochures. (Xinhua/Photo by Chen Aiping)
South Korean tourist Lee Se-young searched “Shanghai Travel” on social media and received countless “must-visit” recommendations. She followed suggestions to explore the Bund, Shanghai Disney Resort, and Wukang Road. “Even with just basic English or Chinese, you can enjoy Shanghai effortlessly. The metro, mobile payments, and food delivery are all convenient. Hotel staff, attraction workers, and locals are very friendly and helpful,” she said.
Offline, various departments are collaborating to bridge the “last mile” of information. The one-stop service center for foreigners at Pudong International Airport offers assistance with payments, tourism, communication, and transportation. Nearby, the Shanghai Tourist Information Center continuously updates multilingual guidebooks in Chinese, English, Korean, and Japanese to provide the latest travel information.
Richer Cultural Experiences
A survey by the China Tourism Academy found that over 60% of inbound tourists cited experiencing Chinese culture as their primary travel purpose, with cuisine, wellness, and shopping also ranking high.
Marian and Katarina described Shanghai’s cityscape as breathtaking but emphasized that its cultural experiences were even more captivating. On New Year’s Eve, they visited Xuhui District’s Longhua area to ring bells for blessings, savor steaming Longhua vegetarian noodles, and try intangible cultural heritage rubbing—traditional festivities increasingly popular among Western tourists. They called the trip “beyond imagination.”
Image: On January 1, 2025, visitors admire lanterns along Ninghui Road in Yuyuan Garden. (Xinhua/Photo by Liu Ying)
Thai tourist Arin recently took her daughter to the Shanghai Astronomy Museum (a branch of the Shanghai Science and Technology Museum) in the Lingang New Area. She and fellow Thai tourists marveled at the museum’s meteorite collections and interactive exhibits. “We learned so much about the universe and saw China’s achievements in aerospace firsthand,” she said.
Zhou Weihong, deputy general manager of Spring Tour, noted that beyond traditional attractions, museums, tech centers, art markets, and sites reflecting Shanghai’s rapid development are drawing more visitors.
In response, Shanghai has expanded its cultural and tourism offerings. The “Shanghai International Transit Half-Day Tour,” launched in early 2024, has hosted over 4,000 foreign tourists, with over 90% rating it “very satisfactory.” The multi-purpose “Shanghai Pass” prepaid card now supports more cultural and tourism scenarios. Events like the Shanghai Tourism Festival and the Formula 1 Chinese Grand Prix continue to attract crowds. Upgraded itineraries ranging from one to six days cater to diverse needs.
Image: On September 20, 2024, the “Eternal Dunhuang” art exhibition, a highlight of the Shanghai Tourism Festival, opens at the China Art Museum. (Xinhua/Photo by Chen Haoming)
Shanghai has also partnered with other regions to showcase traditional culture. The “Eternal Dunhuang” exhibition (September 20, 2024–January 3, 2025) drew 300,000 visitors and generated over RMB 10 million in文创 sales. Norwegian tennis player Casper Ruud visited during a tournament and remarked, “The exhibits feel like a time machine, transporting us through China’s history.”
From New Year’s Day through the Spring Festival, Shanghai will host over 100 intangible cultural heritage activities across its 16 districts, further enriching the cultural “menu” for global visitors.
A More Livable City
“A great tourist city must first withstand the scrutiny of its residents,” said Dai Bin, director of the China Tourism Academy. Inbound tourists increasingly prefer independent travel, niche destinations, and authentic local experiences. The scenes they admire are inseparable from residents’ daily lives.
Image: On December 15, 2024, a guide (left) leads Singaporean tourists (second from left) through a Shanghai wet market. (Xinhua/Photo by Chen Aiping)
At the Wuzhong Market in downtown Shanghai, neatly arranged produce stalls and fragrant food stalls immersed Singaporean tourist Li Yuanfeng and his family in the city’s “lively atmosphere.” They bought kumquats with cash and were impressed by the market’s cleanliness. “Grocery shopping here must be a joy,” Li said.
The children’s section of the Xujiahui Library features bright colors and low bookshelves where kids sit and read. Outside, tourists with suitcases quietly pass by, photographing the architecture and learning about the area’s history from volunteers.
Shanghai’s 2024 initiatives—including 100 child-friendly reading spaces, 30 round-the-clock parks, 60 upgraded pocket parks, 100 age-friendly bus stops, 30 community canteens for seniors, and 80 renovated wet markets—not only serve locals but also enhance “City Walk” options for tourists. Foreign visitors encounter a city where “children receive quality education, elders enjoy care, and youth find opportunities.”
For New Year’s, Laura Schmidt-Glaser, a German student at East China University of Science and Technology, performed with 40 classmates in the “Shanghai New Year’s First Tour.” “The city preserves culture so well that everyone can join in. My friends in Germany are fascinated,” she said.
“Shanghai is evolving from ‘host-guest sharing’ to ‘host-guest co-creation,'” said Professor Lou Jiajun of East China Normal University, noting that “greater cultural and tourism integration” fosters mutual benefit between residents and visitors.
