Tourist Numbers, Spending Surge as Shanghai Reaps Spring Festival Windfall

Shanghai saw growth in tourism during the 2026 Spring Festival holiday, with visitor numbers and spending rising amid expanded cultural offerings and consumer incentives, official data showed.

The Shanghai Administration of Culture and Tourism said the city saw 21.67 million tourist visits during the nine-day break from February 15 to 23, up 8.36 percent from a year earlier.

Tourism spending rose 20.9 percent to 25.61 billion yuan (US$3.55 billion), covering accommodation, dining, transport, sightseeing, shopping and entertainment.

Average hotel occupancy reached 50.6 percent, up 3.1 percentage points year on year.

Around 130 themed routes have been launched. Some travel agencies reported a rise in inbound tourists, including visitors from smaller source markets such as Greece, Slovenia and Mexico, according to the administration.

The city hosted 2,570 cultural and tourist events during the holiday.

Major commercial and cultural venues presented markets and events, including waterfront celebrations at GATE M West Bund Dream Center, a Spring Festival temple fair at Panlong Xintiandi, a New Year carnival at BFC, and a Shanghai-style Spring Festival fair at Zhangyuan Garden.

Major lantern displays illuminated the city, including the Yuyuan Garden Lantern Festival and lighting shows in Luodian, Sijing Ancient Town and Xinzhuang, creating vibrant nighttime tourism scenes.

About 50 exhibitions and 100 art displays were held across the city, including zodiac-themed shows at the Shanghai Museum and Shanghai Science and Technology Museum, as well as major exhibitions at the China Art Museum and Museum of Art Pudong.

Major attractions held holiday-themed programs, including seasonal events at Shanghai Disney Resort and the Oriental Pearl TV Tower.

Wildlife parks, ocean parks and observation decks launched interactive digital features and themed events during the period.

Special holiday cruises operated along the Huangpu River and Suzhou Creek, while ice and snow attractions in the North Bund and Lingang area drew visitors.

About 60 major attractions offered discounted tickets, including half-price entry and promotional packages. Hotels, resorts and rural homestays also launched bundled packages combining accommodation, dining and cultural activities.