乘着免签政策东风 去年上海入境游接待总量超936万人次 “入境游第一站”势头强劲

Core Insights - In 2025, Shanghai's inbound tourism market showed significant growth, with a total of 9.36 million inbound visitors, representing a year-on-year increase of 39.58% [1] - Overnight visitors reached 8.79 million, marking a 45.09% increase, both figures setting historical records for the city [1] - The implementation of visa-free policies has contributed to this growth, enhancing Shanghai's appeal as a leading destination for inbound tourism in China [1] Visitor Demographics - Foreign tourists accounted for over 71% of the total inbound visitors, with 7.14 million arrivals, reflecting a nearly 50% increase year-on-year [1] - The core visitor source regions include Southeast and Northeast Asia, with South Korea, Japan, Thailand, Malaysia, and Singapore contributing nearly one-third of the total inbound visitors [2] - South Korea led the visitor numbers with 909,100 arrivals, a remarkable increase of 103.62%, followed by Japan with 638,700 visitors (up 55%) and Thailand with 513,700 visitors (up 70.16%) [1][2] Long-Distance Market Trends - The long-distance market is also recovering, with the United States being the top long-distance source country, contributing 541,200 visitors [2] - Russia, Italy, and Australia showed the highest growth rates among long-distance source countries, with increases of 59.23%, 52.43%, and 44.46% respectively [2] - The introduction of visa-free policies for Russian tourists in September 2025 led to a significant surge in visitor numbers, with monthly growth rates rising from approximately 45% to over 80% [2] Future Outlook - The sustained benefits of visa-free policies, international service integration, and reforms in cultural and tourism product supply are key factors supporting the high growth of inbound tourism in Shanghai [2] - In 2026, Shanghai aims to further enhance its inbound tourism by deepening the integration of cultural, tourism, and commercial sectors, transitioning from attracting traffic to providing in-depth experiences [2]