The cosmopolitan city of Shanghai, known for its blend of cultural and social modernity, has recently unveiled an ambitious tourism campaign titled “Visit Shanghai.” This initiative is designed to bolster inbound tourism and further establish Shanghai as a premier global destination. In the first three quarters of 2023, Shanghai has already welcomed 2.299 million overseas visitors, and the campaign seeks to build on this positive momentum.
The “Visit Shanghai” campaign, focusing on making the city the “first stop” for international travelers, employs various strategies. These include enhancing local tourism through cultural showcases, hosting international sporting events, and promoting people-to-people exchanges to highlight the city’s unique charm. The program’s launch event revealed several high-profile events planned for 2024, encompassing a wide range of cultural offerings.
These upcoming events span from traditional Chinese art exhibitions, featuring painting masters like Lin Fengmian and Wu Guanzhong, to global cultural highlights such as a show dedicated to Egyptian civilization. Liao Weiyi, a cultural study researcher, emphasized the importance of arts and culture consumption in boosting tourism, especially in urban settings. Shanghai, with its mix of modern and historical elements, provides a unique “contrast” impression for international visitors, where Chinese culture intersects with global influences.
In a significant move to foster cross-cultural communication, seven expats from countries including Germany, France, and Malaysia were appointed as ambassadors of Shanghai’s international tourism. These individuals, by sharing their experiences and learning Shanghai dialects, serve as a bridge, illustrating the vital role of personal interactions in cultural exchanges.
Millie, a British musician residing in Shanghai, shared her perspective on the city’s evolving convenience and character. Having hosted many European friends during her five-year stay, she appreciates the small yet significant aspects of Shanghai, from quaint alleyways to the aroma of Chinese cuisine, contributing to the city’s rich character.
Shanghai’s initiative is part of a broader trend in China to promote local tourism to overseas visitors. Cities like Chengdu are also actively engaging in international promotion, utilizing unique local features like pandas and the Sanxingdui Shu culture in campaigns across various global cities.
In line with enhancing inbound tourism, China has implemented several policy measures in 2023. These include eased visa and entry policies for foreigners to encourage tourism, cultural exchanges, and economic ties. For instance, from December 1, 2023, to November 30, 2024, citizens from selected countries like France, Germany, and Malaysia can enjoy visa-free entry to China for short stays.
Additionally, the Ministry of Foreign Affairs announced a temporary discount on visa fees and a streamlined visa application process. The visa-free transit policy has also been expanded to include more countries, allowing citizens from 54 countries to enjoy visa-free transits during short stays when traveling to a third nation.
These concerted efforts reflect China’s commitment to reviving its tourism sector and enhancing its cultural and economic connections with the rest of the world. Shanghai, with its “Visit Shanghai” campaign, stands at the forefront of this endeavor, offering a dynamic, culturally-rich destination for international visitors.
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