Shanghai Tourism Festival Brings 170 Events to Global Travelers

SHANGHAI, China – The 37th Shanghai Tourism Festival is turning one of China’s largest cities into a months-long stage for culture, food and international tourism, with around 170 cultural and tourism events scheduled through October 6, 2026.

The festival’s major highlight was the grand parade held along The Bund on September 12, featuring 21 themed floats and 21 domestic and international performance groups. Participants came from countries including Peru, Croatia, New Zealand, Poland, Malaysia, the United States and Spain.

The parade goes beyond entertainment by showcasing Shanghai’s local identity. A float representing Nanxiang Ancient Town combines modern Chinese-style cultural elements with the city’s famous xiaolongbao soup dumplings, while floats representing Zhujiajiao and Xinchang highlight the traditional waterways and heritage of the Jiangnan region.

The 21 floats will continue touring different parts of Shanghai from September 13 through October 6, bringing festival attractions beyond the city’s best-known tourist districts.

The festival also features food events, nightlife, creative markets, theater performances and intangible cultural heritage. Michelin-starred and Black Pearl restaurants are introducing seasonal menus, while the North Bund is hosting riverside nightlife and live music activities.

Other attractions include photography competitions, night tours, sporting events, Suzhou Creek cruises and technology-driven tourism experiences. The program reflects Shanghai’s effort to combine traditional culture with contemporary urban tourism.

Visitors can also benefit from special promotions during the festival. A number of scenic attractions, theme parks and cultural venues are offering discounted admission from September 12 to 27.

The 2026 festival highlights a broader strategy by Shanghai: tourism is no longer being marketed only through landmarks such as the Bund and the city’s skyscrapers. Instead, local food, heritage, arts, entertainment and everyday urban life are being packaged into one extended international tourism experience.

With 170 events continuing into October, the 37th Shanghai Tourism Festival is positioning Shanghai as a major urban tourism destination where visitors can experience far more than the city’s iconic skyline.