A global Chinese New Year in Shanghai: tourists and platforms join the celeb...

by Li Rujia

"I've been hearing a lot of Korean lately, and there are definitely more foreign tourists around," said Ms. Zhou, a Shanghai resident, speaking to Jiemian News. "Even at the airport on weekday mornings, you can spot many visitors."

In the past year, China has loosened entry restrictions, with policies like extending the visa-free transit stay to 240 hours, expanding the "visa-free circle" and fueling growth in tourism. As Chinese New Year approached, inbound travel has became a major highlight for 2025, with many foreigners adding "celebrating Chinese New Year in China" to their plans.

Shanghai, with its unique energy and attractions, is a top choice for international visitors. Ctrip reports inbound orders to Shanghai nearly doubled by January 22, 2025, with top visitors from South Korea, Japan, Thailand, Singapore, and Malaysia. Key attractions include Shanghai Disneyland, the Oriental Pearl Tower, Maglev Train, Shanghai Wild Animal Park, and Shiliupu Wharf.

Local food is a highlight for many visitors. “Korean tourists can’t get enough of crab roe soup dumplings,” said a manager at Laile Xiaolong, a restaurant famous for its dumplings. "Around 20% of our recent customers were foreign, mainly from Korea, and they often order our signature dishes."

“Shanghai is modern and well-organized,” said Marlon, a German tourist. "I visited the Bund and Disneyland, and I'm excited to try the local snacks like crab roe soup dumplings." His experience is common among many visitors, who prioritize iconic landmarks and local cuisine during their trips.

Foreign tourists are also flocking to homestays for the holiday. Tujia reports a 2.3x increase in bookings by non-Chinese passport holders for Chinese New Year. Shanghai’s historic villas are a top choice for guests, with hosts like Xue Bi offering services like English-speaking concierge and cultural experiences, such as immersive Chinese New Year celebrations.

As foreign tourists surge, local platforms are adapting. Dazhong Dianping, a lifestyle platform that offer restaurant and shop reviews, saw a nearly 40% increase in visits from Korean users in November, while Didi Chuxing reported a 55% rise in ride-hailing orders from inbound users during the Spring Festival travel rush. However, challenges remain. Marlon, for example, struggled to use Alipay due to registration issues with his foreign phone card. To bridge the gap, platforms like Dazhong Dianping and Gaode Map have rolled out multilingual services to help foreign visitors navigate.

Ctrip’s co-founder, Liang Jianzhang, noted, “Inbound tourism in China has a trillion-yuan growth potential, equivalent to 1%-2% of GDP. The opportunities are vast.” The government’s recent extension of the visa-free transit stay to 240 hours is seen as a key driver of this growth, making it easier for tourists to explore the country. By November 2024, Ctrip saw a 119% year-on-year increase in inbound bookings, with Thailand, Malaysia, and Singapore showing substantial growth.

To capitalize on the boom, Ctrip has rolled out a series of services, including “Free Shanghai Half-Day Tours” at airports and multi-language ticketing at major attractions. These initiatives are aimed at converting first-time visitors into repeat tourists and further growing China’s inbound tourism market.