In the first half of 2026, the Shanghai cultural tourism market continued to consolidate a positive trend of high-quality development, presenting an overall pattern of “steady recovery in passenger flow, strong consumer resilience, significant holiday momentum, and digital services empowering efficiency”. In terms of passenger flow, the city received a total of 313 million visitors, an increase of 17.60% over the previous year. The monthly trend was steady and upward, and the Spring Festival and May 1st holidays had a clear peak in passenger traffic. In terms of consumption, the city's total all-factor cultural tourism consumption reached 543,326 billion yuan, an increase of 8.75% over the previous year. Looking at the cultural tourism industry, the popularity of deep integration projects with the performance economy, culture, commerce, and sports exhibitions continues to rise. A digital cultural tourism service platform with the “Shanghai Small Tour” as the core has been implemented and effective, and the effectiveness of integrated online consulting, reservation, and ticketing services continues to improve. Looking at the composition of the customer base, the four major groups of commuting business customers from the Yangtze River Delta, the national business travelers to Shanghai, the overseas high-net-worth inbound customer base, and local quality leisure citizens all form the core consumers in the Shanghai tourism market. The combination of diverse customer groups drives the continuous release of market vitality.

In the first half of 2026, the Shanghai cultural tourism market continued to consolidate a positive trend of high-quality development, presenting an overall pattern of “steady recovery in passenger flow, strong consumer resilience, significant holiday momentum, and digital services empowering efficiency”. In terms of passenger flow, the city received a total of 313 million visitors, an increase of 17.60% over the previous year. The monthly trend was steady and upward, and the Spring Festival and May 1st holidays had a clear peak in passenger traffic. In terms of consumption, the city's total all-factor cultural tourism consumption reached 543,326 billion yuan, an increase of 8.75% over the previous year. Looking at the cultural tourism industry, the popularity of deep integration projects with the performance economy, culture, commerce, and sports exhibitions continues to rise. A digital cultural tourism service platform with the “Shanghai Small Tour” as the core has been implemented and effective, and the effectiveness of integrated online consulting, reservation, and ticketing services continues to improve. Looking at the composition of the customer base, the four major groups of commuting business customers from the Yangtze River Delta, the national business travelers to Shanghai, the overseas high-net-worth inbound customer base, and local quality leisure citizens all form the core consumers in the Shanghai tourism market. The combination of diverse customer groups drives the continuous release of market vitality.