Shanghai Municipal Administration of Culture and Tourism held Four Seasons in Shanghai 2021: Spring Conference on Cultural Tourism Consumption Information to introduce a number of spring cultural tourism products and events to citizens and tourists.

Cheng Meihong, deputy director general of Shanghai Municipal Administration of Culture and Tourism, says that since its inception in 2009, Four Seasons in Shanghai: Conference on Cultural Tourism Consumption Information has become one of the preferred platforms for Shanghai citizens and tourists to learn about the new hot spots, new highlights and new trends of cultural tourism in season in Shanghai and the Yangtze River Delta region. Shanghai Municipal Administration of Culture and Tourism will fully enable the construction of new business cards for Shanghai's cultural tourism, effectively encourage the active participation of new online cultural tourism enterprises, actively help the survival and innovative development of the city's traditional cultural tourism enterprises, make every effort to promote Shanghai’s Culture Brand, and strive to facilitate Shanghai’s overall goal of building an international cultural metropolis and a world-famous tourist city through iterations and upgrades of Four Seasons in Shanghai.

Cultural Tourism Increases the Popularity of the Five New Towns

An important aim of the new round of development of the new towns is to “Shape the Towns with Culture and Display Culture through the Towns”. Shanghai Municipal Administration of Culture and Tourism actively carries out cooperation in cultural tourism with the corresponding districts to boost the construction of Shanghai's five new towns and create cultural tourism brands for them. This spring, the five new towns have launched flower appreciation, shopping, cultural exhibitions and other themed events, highlighting the potential and characteristics of their cultural tourism.

Songjiang District’s Happy Valley, Shanghai Chenshan Botanical Garden, Songjiang House Pastoral Complex, Shanghai Shimao Elf City Theme Park, Guangfulin Cultural Relics Park and other attractions invite citizens and tourists to enjoy spring outings. Jiading District’s Zhouqiao Scenic Area will host Tanan Fair: Late Spring Flower Fair, creating a flower-themed spring fair. Fengxian District’s Rape Flower Festival includes spring flower appreciation, folklore observation, food tasting, fruit picking and other elements. Qingpu District’s Baihe Strawberry Culture Festival will combine online and offline activities such as theme live e-commerce and Berry Time strawberry picking experience, etc. In Lin’gang Special Area, China Maritime Museum’s Exhibition of Chinese Ancient Maritime Relics and Model Boat Open show the romance of the sea, and Haichang Ocean Park’s Whale Party will offer a magical spring tour of the ocean.

Three Events Drive Consumption and Add Highlights

During March 29 - April 3, Tourism Plus Shanghai will be held at National Exhibition and Convention Center (Shanghai), Shanghai New International Expo Center, Shanghai World Expo Exhibition and Convention Center in succession. Under the theme “Unite for Tourism”, this year’s Tourism Plus Shanghai has four parts, with more than 600,000 ㎡ of exhibition area, more than 5,000 exhibitors, more than 100 professional forums, 29 professional and international competitions and awards.

The 10th China Flower Expo will be held from May 21 to July 2 in Chongming District’s Dongping National Forest Park under the theme “Blooming Chinese Dream”. The park covers an area of 10 square kilometers. The Opening Ceremony and Opening Gala, Band Competition, Chongming Cultural Intangible Heritage Week, Industry Forum, Float Parade, Busker Show, Drone Show, the 1st Chongming Flower Festival and other cultural and tourism activities will create a cultural and tourism feast for visitors. For China Flower Expo, “Shanghai People See Shanghai” will launch a series of ecological tours of Chongming. From May 22, Jinjiang Travel will offer a “Direct Bus to China Flower Expo” with daily departures from six districts, namely Huangpu, Hongkou, Yangpu, Xuhui, Pudong, Baoshan.

Shanghai Citizens Art Festival 2021 will kick off on March 28, the “Cultural Service Day”. Under the theme “Celebrate the Centenary of CPC and Enjoy the People's Festival Together”, this year’s Shanghai Citizens Art Festival will join hands with the five new towns and work with the Yangtze River Delta, enrich digital life, integrate cultural and tourism experience, launch a number of public competitions, promote a number of art education programs, create a number of activity scenarios, and cultivate a number of brand activities, achieve “brands built in 100 communities, excellence shown by ten thousand teams, participation by all walks of life, enjoyment shared by tens of millions of citizens”, and help create a vivid picture that “everyone has the opportunity to lead a wonderful life, everyone can participate in governance in an orderly way, everyone can enjoy a quality life, everyone can feel warmth, everyone can have the sense of belonging”.

Stay True to Our Mission and Show Positive Energy for the Centenary of CPC

“Listen to Shanghai at the Starting Point” ——Special Campaign for the Centenary of CPC is on air in 990 Morning News of FM 93.4. Five “One Hundred” gifts are presented, including 100 red buildings, 100 red routes, 100 red cultural relics (imprints), 100 red tourist attractions, 100 red stories. A series of text-and-image content and short audio files also have been launched in a number of new media channels.

Yangtze River Delta Tourism Promotion Alliance will jointly carry out the red tourism campaign “The Road Eastward” in the Yangtze River Delta region, and launch the red tourism page for “The Road Eastward” to guide citizens in the Yangtze River Delta to visit and participate in related activities.

To celebrate the Centenary of CPC, The Memorial Site of the 1st National Congress of the Communist Party of China, The Memorial Site of the 2nd National Congress of the Communist Party of China and The Memorial Site of the 4th National Congress of the Communist Party of China are all still in renovation. However, the upsurge of red tourism in Shanghai has not abated, and a series of red culture exhibitions have come.

Putuo District Cultural Center’s Photography Exhibition for the Centenary of CPC

Xuhui District will present the Exhibition at the Recording Site of “March of the Volunteers”, the theme activity “Buttonwood Tree Red Books” and Red Secrets: Special Exhibition for the Centenary of CPC

Yangpu District’s National Anthem Exhibition Hall’s series of red exhibitions: Learn from Lei Feng: Literature Collection Exhibition, Crossing-the-Yangtze-River Campaign, Red Stories in Records and Annals.

Baoshan District's Long Modern Art Center’s Exhibition of Chinese Paintings Featuring Famous Martyrs and Role Models in the History of CPC

Fengxian Museum’s Exhibition of Works by Freelance Artists for the Centenary of CPC

May 5 Shopping Day Cultural Tourism Campaign Benefiting the People

This year, Shanghai Municipal Administration of Culture and Tourism will continue to integrate cultural tourism resources together with district departments of culture and tourism, new online cultural tourism enterprises, traditional tourism enterprises and major cultural and exhibition venues to help promote the theme activities of the May 5 Shopping Day, coupled with Shanghai Citizens Art Festival and the 10th China Flower Expo in Chongming, continue to present the May 5 Shopping Day Cultural Tourism Season, and create three theme days on May 18, May 19 and May 20 and eight theme season brands, continue to present the campaign “Shanghai People Tour Shanghai”, to display the new image of Shanghai cultural tourism as "City of Fashion, Magic Shanghai" to citizens and tourists, stimulate new potential in cultural tourism consumption, and guide new models of the cultural tourism market through six themes, six series, six main routes and 166 selected products.

Led by Shanghai Federation of Trade Unions and Shanghai Municipal Administration of Culture and Tourism, 15 cultural tourism enterprises, including Jinjiang Travel, Jiushi Travel, SAL Tours, Spring Tour, have carefully designed 200 recommended routes under the theme “Love Shanghai, Tour Shanghai” for workers, including high-quality tour routes and characteristic products under five themes, namely Tour of the Red City, Tour of the City of Fashion, One-Day Tour of Ecology, Tour of History and Culture, Tour of Photography. The first batch of 50 spring routes were announced at this conference, so that workers can also enjoy wonderful tours without leaving Shanghai.

The program “A Bowl of Life” jointly developed by Shanghai Municipal Administration of Culture and Tourism and SMG, launched a series of short videos under the theme “Spring Delicacies” hand in hand with chefs from star-rated hotels in Shanghai, to show the cultural charm of Shanghai cuisine comprehensively.

This is the 15th year for Shanghai International Flower Show under the theme “Delicate Horticulture and Beautiful Life”. Shanghai Cherry Blossom Festival 2021 was held at Gucun Park in Baoshan District, with six activities under the theme “Cherry Blossoms Contend in Beauty on Their Branches”. Xinhu Tulip Expo 2021 covered the entire Jing'an and launched four Mini Tours of China Flower Expo 2021. During Spring Flower Tour of Century Park 2021, ten thousand square meters of colorful rape flowers bloomed in succession. Cherry Blossom Riverside Market at the city’s new landmark A Thousand Trees created a market with the misty feeling south of the Yangtze River. HOST Cherry Blossom Festival 2021 at Hongkou Football Stadium organized the Cherry Blossom Playground, Cherry Blossom Sketch Competition, Photography Interaction with Prizes, and Han Chinese Costume Show successively.

Flower appreciation activities in various districts were also full of flowers, such as the Langxia Town Field Flower Festival in Jinshan District, Shanghai Gongqing Forest Park’s Urban Forest Flower Show, Chenshan Botanical Garden’s Shanghai Chinese Rose Show, Grand View Garden’s Crabapple Blossoms in Qingpu District, Minhang Sports Park’s 1km Cheery Blossom Path, which all brought bright colors to the spring in Shanghai.

In order to meet the demands for a cultural and artistic life from citizens and tourists, major cultural venues have launched new exhibitions at the right time. Shanghai Dashijie’s "Belt and Road" Exhibition of Original Fine Works of Intangible Heritage exhibits Fengxiang Clay Sculptures, Chinese Shadow Puppetry, Terracotta Warriors, and other cultural heritage. Baoku Jiangxin Art Center’s Special Spring Exhibition “Chasing the Light - Salute Every Breakthrough” shows human beings' worship, use and creation of light. Return: Special Exhibition of Liang Sicheng and Lin Huiyin is held at Shanghai Art Collection Museum to commemorate the 120th anniversary of Liang Sicheng's birth.

Various cultural activities in spring will also elucidate the connotations of traditional festivals and create cultural spaces in the city. Shanghai Coffee Culture Week 2021 shows the development track of Shanghai style coffee culture in Shanghai. Sinan Mansions will create a diversified art space by hosting Sinan Book Club, SinanYé, Flying Blind+ Fashion Art Collection 2021, etc. As a post-Expo cultural element along the Huangpu River and a new landmark in the city, Shanghai Songcheng Expo Stage will open this spring and present its permanent show The History of Shanghai. Guangfulin in Spring Moonlight series will present a dance performance in Han Chinese costume, a wedding show in traditional Han Chinese costume, a parade in ancient costume, and an ancient costume fair. Shanghai Jinshan Rural Art Festival 2021 spread folklore and folk culture and promoted rural cultural tourism brands through cultural activities. In addition, to celebrate the International Museum Day on May 18, Shanghai will launch more wonderful cultural and cultural activities.

Yangtze River Delta Integration and Interaction Expand the Space

In the context of accelerated integration of cultural tourism in the Yangtze River Delta, this conference also brought wonderful activities from Ningbo, Taizhou, Changshu, Yangzhou, Wujiang and other cities. China Taizhou International Tourism Festival will give citizens and tourists a cultural tourism feast to admire boats, appreciate flowers, enjoy operas and taste delicious food. Ningbo brought Jiangbei Cherry Blossom Culture Festival, Fenghua Cross-Strait Peach Blossom Marathon, Xiangshan Most Beautiful Beach 30 Degrees North Latitude, and “Spring at Dongqian Lake” series of activities. Shajiabang Town of Changshu launched a new night cultural tourism project Hengjing Night Show. The 184-day Yangzhou International Horticultural Exposition 2021 will display the world's best garden and horticultural products. Wujiang District of Suzhou launched year-round boutique tour routes under the theme “My Tour of Wujiang” and special offers for Shanghai citizens.

The upgraded version of the Yangtze River Delta People’s Fair, to be held in May, will further expand the coverage of the “￥99 Each City” Yangtze River Delta Pass to provide citizens and tourists with rich cultural tourism resources from cities in the Yangtze River Delta. By issuing an exclusive red souvenir card, holding a cultural tourism fair benefiting the people, and recommending a batch of quality and preferential products and routes in the Yangtze River Delta, people from the Yangtze River Delta region can enjoy “identical treatment” in cultural tourism as local people.