2026春节上海打造文旅新场景，任贤齐演唱会、景区半价、文博联票都来了

Core Insights - Shanghai's cultural and tourism industry is gearing up for the 2026 Year of the Horse Spring Festival with various initiatives aimed at stimulating market activity [1] - The "Travel Selection Shanghai Super Spring Festival" event has successfully showcased the city's tourism appeal and is expected to drive consumer engagement [4] Group 1: Event and Promotion Initiatives - The first Shanghai Tourism Strategy Super Competition has received over 8,000 entries, with 150 finalists evaluated, resulting in 50 awards [4] - During the "Travel Super" event, the topic "Half-Price Travel in Shanghai" gained significant traction on Douyin, leading to a substantial increase in searches for related keywords [4] - Shanghai will offer half-price tickets at 60 popular attractions during the Spring Festival, alongside 135 promotional products including travel agency packages and hotel deals [5] Group 2: Cultural and Entertainment Activities - The Shanghai Municipal Bureau of Culture and Tourism plans to host 2,570 activities across seven categories, including performances, exhibitions, and public cultural events during the Spring Festival [6] - A total of 1,369 performances across 166 projects will be staged, including concerts and theatrical shows, with notable events featuring popular artists expected to attract visitors [6] - The introduction of large-scale concerts during the holiday is anticipated to boost consumption in accommodation, dining, and shopping sectors [6] Group 3: Sports and Other Attractions - The Spring Festival will also feature a tennis event, the "New Year Cup," showcasing prominent athletes and influencers, further enhancing the festive atmosphere [7] Group 4: Integrated Cultural Pass - The "Shanghai Pass" will be launched, offering access to 20 cultural venues for a total value of nearly 1,100 yuan, promoting a seamless experience of cultural and culinary activities [8] - The pass will be sold at a promotional price of 299 yuan and includes benefits such as priority access and discounts at various dining establishments [8] Group 5: Tourism Trends - Ctrip's data indicates a significant increase in inbound travel orders, driven by visa-free policies and cultural experiences appealing to international tourists [9] - There is a growing demand for high-quality travel experiences that combine cultural exploration with immersive activities [9] - The source of tourists is diversifying, with notable increases from regions beyond the Yangtze River Delta, including the Pearl River Delta and central-western areas [9]