Shanghai’s Ambitious “Visit Shanghai” Campaign to Boost International Tourism

The “Visit Shanghai” campaign, recently launched in China’s bustling metropolis, aims to position Shanghai as the quintessential first stop for international tourists. This initiative follows the city’s successful reception of 2.299 million inbound visitors from overseas in the first three quarters of 2023. The campaign strategically focuses on enhancing local tourism through cultural showcases, international sporting events, and promoting the city’s engaging character via people-to-people exchanges.

The launch event revealed an exciting lineup of shows set for 2024, encompassing both Chinese and global cultural elements. Highlights include an art exhibition featuring Chinese painting masters Lin Fengmian and Wu Guanzhong, alongside a show dedicated to Egyptian civilization. Liao Weiyi, a cultural study researcher, emphasized the crucial role of art and culture consumption in the growth of urban tourism, stating that Shanghai offers a captivating contrast of modernity and history, where Chinese culture intersects with global influences.

In a move to foster cross-cultural communication, seven expatriates from countries like Germany, France, and Malaysia were appointed as ambassadors of Shanghai’s international tourism. These individuals, including a British musician named Millie, will share their life experiences in Shanghai, helping to bridge cultural gaps. Their stories and efforts to learn the Shanghai dialect exemplify the importance of personal connections in international relations.

Shanghai’s campaign is part of a broader effort by Chinese cities to rejuvenate local tourism for overseas visitors in the post-COVID-19 era. Chengdu, for instance, is leveraging its unique attractions like pandas and the Sanxingdui Shu culture in promotional campaigns worldwide.

China’s focus on inbound tourism aligns with its broader tourist strategy, which aims to create a synergistic relationship with domestic tourism. Cultural policy expert Li Young noted the significant efforts made to restore tourism in 2023, including relaxed visa and entry policies for foreigners. From December 1, 2023, to November 30, 2024, visitors from select countries can enter China visa-free for short stays, complemented by a temporary discount on visa fees.

Additionally, China streamlined its visa application process in September, simplifying the requirements for applicants and expanding its visa-free transit policy to include more countries. These policy changes are indicative of China’s commitment to revitalizing its tourism sector and enhancing cultural exchanges and economic ties with the rest of the world.

The “Visit Shanghai” campaign represents a strategic effort to showcase Shanghai’s unique charm and cultural richness, making it an attractive destination for global travelers. With a blend of modern and historical elements, and a rich tapestry of cultural experiences, Shanghai is set to become a top choice for international tourists seeking a diverse and enriching travel experience.

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