Shanghai recorded 4.16 million inbound visits in the first half of 2025, up 37.73% YoY, with 3.83 million overnight stays, a 47.09% increase, according to the city’s culture and tourism bureau. The growth is fueled by expanded visa-free access, increased international flights, and targeted promotional efforts. South Korea remained the top source market with 423,000 visitors, nearly surpassing its full-year 2024 total. Japan and Thailand followed, with Thai visitors increasing 140%. Long-haul travelers from the U.S., Russia, and Australia also grew, supported by new 30-day and 240-hour visa-free policies. Gen Z travelers now make up over 40% of inbound tourists, favoring immersive experiences like City Walks, niche cafés, and pop culture shops. To meet shifting demands, Shanghai has launched a new campaign, dubbed “This is Shanghai,” offering themed products, digital tools, and multilingual services.