Core Insights - Shanghai's cultural and tourism bureau is launching the "Travel to Shanghai, Super Spring Festival" initiative for the 2026 Spring Festival, focusing on attracting both local residents and tourists to celebrate in the city [1] Group 1: Event Highlights - A total of 2,570 activities will be organized, including festive events, performances, museum exhibitions, art gallery displays, intangible cultural heritage activities, public cultural events, and child-friendly reading spaces [1] - The Spring Festival will feature 1,369 performances, including a large concert by singer Ren Xianqi, marking the first time such events are included in the Spring Festival lineup [3] - Nearly 60 art museums in Shanghai will host over 100 high-quality exhibitions, including significant displays from the Louvre and Picasso, along with themed exhibitions for the Year of the Horse [3] Group 2: Consumer Promotions - Popular tourist attractions in Shanghai will offer ticket discounts of up to 50%, along with special zodiac promotions and bundled ticket options to cater to various visitor demographics [3] - Additional activities will include intangible cultural heritage performances, pet-themed celebrations, and traditional markets, alongside integrated accommodation and entertainment packages [3] - Major tourism companies are launching diverse promotional products for the local market, such as Eastern Airlines' "Family Reunion Card" discounted tickets and Donghu Group's over 50 "Accommodation +" Spring Festival products [3]

Group 1 - The "Travel Selection Shanghai, Super Spring Festival" event showcases the first Shanghai Tourism Strategy Super Competition, with 150 out of 640 entries selected for the finals [1] - The competition aims to convert selected travel strategies into tourism products, promoting tourism during the 2026 Spring Festival [1] - The social competition received over 8,000 entries, with a total of 250 million views on Douyin, highlighting the appeal of Shanghai's cultural tourism [1] Group 2 - The AI Music Competition in Shanghai has led to the creation of over 1,600 AI songs, with a total of 1.83 million plays, showcasing the integration of AI in cultural tourism [2] - Various prizes are offered for participants, including tickets to popular attractions and digital currency rewards, enhancing engagement in the competition [2] - During the 2026 Spring Festival, 60 popular attractions in Shanghai will offer ticket discounts and special activities, creating a festive atmosphere for visitors [2] Group 3 - The "Shanghai Gifts" initiative will launch over 130 new products, including traditional and modern cultural items, to celebrate the New Year [3] - A New Year market will be held in Pudong, featuring local products and services, enhancing the festive shopping experience [3] Group 4 - Major tourism companies in Shanghai are launching diverse promotional products for the holiday season, including discounted flight tickets and special accommodation packages [4] - Eastern Airlines is offering a "Reunion Card" for discounted flights, while hotels are providing themed packages and dining options for the Spring Festival [4] Group 5 - The Shanghai Pass is introducing a New Year cultural ticket at a promotional price of 299 yuan, offering a comprehensive travel solution for visitors [5] - The Shanghai Cultural and Tourism Bureau will collaborate with local media to promote the "Travel Selection Shanghai Super Spring Festival" program, enhancing visibility and engagement [5]