How Shanghai Is Revolutionizing Inbound Tourism: Boosting Consumption and Cultural Experiences for Global Visitors

As Shanghai continues to rise as a major global destination, the city is making significant strides in enhancing its tourism infrastructure and increasing spending by international visitors. The latest moves come as part of Shanghai’s broader strategy to strengthen its position as a global consumption center, tapping into the rapidly growing tourism sector. The municipal government has outlined key plans in its work report at the annual session of the local legislature, with a specific focus on improving the travel experience for foreign tourists and making it easier for them to spend during their visits.

In 2025, Shanghai recorded a remarkable 9.36 million inbound visits, marking a 40% increase from the previous year. This surge in international tourists is a result of relaxed visa policies and other measures aimed at enhancing tourism convenience. As the city looks to build on this momentum, it has implemented a series of measures to further boost tourism-related consumption. Among these are departure tax refunds, cross-border payment systems, and greater visa facilitation aimed at improving the overall tourist experience.

Visa and Tax Refund Policies Drive Record Numbers of Visitors

Shanghai’s commitment to fostering inbound tourism is evident in its visa policy changes. In 2025, China expanded its unilateral visa-free entry to citizens from 48 countries, with 29 countries offering reciprocal visa exemptions. These policy shifts have opened the doors to travelers from across the globe, enabling easier access to one of China’s most iconic cities.

A particularly important aspect of Shanghai’s tourism strategy is its departure tax refund initiative. In 2025, the city saw a significant rise in tax refund applications from international visitors, with the number of refunds quadrupling from the previous year. This increase reflects not only the growing influx of tourists but also the city’s success in making it easier for them to spend during their stays. More than 1,800 tax refund stores have been set up across Shanghai, underscoring the city’s commitment to providing a seamless experience for inbound travelers.

The combination of relaxed visa rules and tax refund incentives has proven effective in driving spending from international visitors, ensuring that Shanghai not only attracts tourists but also benefits from their economic contributions.

Experiential and Cultural Tourism Takes Center Stage

Shanghai’s tourism appeal is no longer just about shopping. While the city’s major shopping districts remain major attractions, including Nanjing Road Pedestrian Street and the Xintiandi commercial area, more visitors are now looking for experiential travel that connects them to the city’s rich cultural history.

Tourists from South Korea and Europe are increasingly seeking out cultural experiences, such as visiting the Yuyuan Garden and immersing themselves in Shanghai’s traditional heritage. For example, Lee Eun-jin, a visitor from South Korea, experienced the local culture by wearing a traditional hanfu and participating in activities like photo sessions around lantern displays at the garden. This increasing interest in hands-on cultural experiences is reflective of a broader trend in inbound tourism—travelers are increasingly drawn to destinations that offer deeper connections to local history, culture, and traditions.

As Evelyn Bell, a tourist from the Netherlands, noted while visiting the Bund, the festive atmosphere during the Spring Festival added an authentic local touch to her visit. The Bund’s panoramic views of the Huangpu River and the city skyline are complemented by the vibrant local life, as tourists can even experience Tai Chi with local seniors, further highlighting Shanghai’s rich cultural tourism offerings.

These shifts in tourist preferences have encouraged Shanghai to adapt its tourism offerings. The city is now more focused on promoting experiential tourism, where visitors can engage in activities such as tai chi, Chinese calligraphy, and gastronomy tours that explore the diverse culinary traditions across China.

Growth of Youth and Experiential Travelers

Another significant change in the profile of inbound tourists is the increasing number of younger travelers. As Zhou Weihong, deputy general manager of Spring Tour, explained, these younger tourists are gravitating towards more experiential and immersive travel opportunities, such as adventure tourism, shopping for trendy products, and seeking unique, Instagram-worthy experiences.

The city’s tourist demographic is shifting, with younger, more adventurous visitors eager to explore Shanghai’s cultural and culinary diversity. This shift is driving a new wave of tourism consumption, especially in areas such as tech-based shopping and cultural exploration.

Shanghai’s Transformation into a Global Tourism Hub

The city’s efforts to improve tourism services, such as creating more accessible tourist facilities, better transportation options, and improved public amenities, are all aimed at positioning Shanghai as a leading destination on the world tourism map. The city’s growth is now centered around both luxury tourism and sustainable experiences, with an increasing number of international tourists seeking more than just shopping and sightseeing.

Shanghai’s focus on becoming a global hub for sustainable tourism is also a key part of its future development strategy. The city aims to promote green tourism initiatives, including the development of eco-friendly travel experiences, green hotels, and more responsible tourism practices that resonate with a global audience increasingly aware of sustainability concerns.

Shanghai’s Role in Shaping the Future of Inbound Tourism in China

As one of the most visited cities in China, Shanghai is playing a critical role in shaping the future of Chinese tourism. The city has made significant investments in infrastructure and tourism services to ensure that both residents and tourists benefit from a dynamic and thriving urban environment. The city’s recent developments will continue to fuel its tourism growth, helping it maintain its status as a top destination for travelers around the world.

In conclusion, Shanghai’s dedication to increasing inbound travel consumption and enhancing the travel experience for international visitors has already begun to pay off. The city is now positioning itself not just as a shopping paradise but as a destination that offers experiential tourism, cultural immersion, and sustainable travel options. With a strong focus on improving its infrastructure and facilitating access for global tourists, Shanghai is set to continue its upward trajectory as a global tourism leader.

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