Record Numbers of Visitors Throng Shanghai During Holiday

Shanghai's cultural and tourism authorities reported record tourism numbers for the 2026 Spring Festival holiday. The municipality had 21.67 million visitors over the nine-day holiday period, up 8.36 percent from the previous year.

Tourist spending on food, lodging, transportation, travel, shopping, and entertainment reached 25.6 billion yuan (US$3.7 billion), up 20.90 percent year-over-year. The city's hotels and inns had a 50.60 percent occupancy rate, up 3.1 percentage points.

A variety of "Travel Shanghai, Super Spring Festival" events contributed to the strong performance. Authorities and private operators offered over 2,570 cultural and tourism activities to locals and visitors from China and abroad.

Museums and art galleries emerged as major draws, with over 50 special exhibitions and numerous art shows on offer. The Shanghai Science & Technology Museum, which reopened after a three-year renovation just before the holiday, proved particularly popular with families.

During the Spring Festival, multiple large-scale commercial concerts were held for the first time, boosting the performing arts sector. Traditional Chinese opera was performed alongside international productions like Matilda and Notre-Dame de Paris.

Many tourist attractions reported high traffic due to Chinese New Year events. Shanghai Disneyland added zodiac imagery to its fantasy settings, and Shanghai Lego Park had its highest single-day visitor numbers since opening on the third day of the new year. Nearly 70 percent of visitors were from outside Shanghai.

Technology played an increasing role in the visitor experience. Landmarks such as the Shanghai Tower and Happy Valley theme park incorporated digital imagery and augmented reality (AR) interactions.

Cruises on the Huangpu River operated 820 trips, carrying 189,000 passengers. Meanwhile, "Leisurely Suzhou Creek" boat tours saw a 46 percent increase in ridership compared to the 2025 holiday. The city's growing indoor ski and ice venues also attracted crowds, bringing winter sports culture to the urban center.

Lantern festivals throughout the city emphasized the holiday's tradition. The mythological Yuyuan Garden Lantern Show was a highlight. Local markets sold traditional snacks and crafts and demonstrated intangible cultural heritage food-making.

A notable trend was the emergence of pet-friendly public spaces, particularly in riverside areas like West Bund, where residents gathered with their pets, reflecting the city's evolving social habits.