Baoshan Enhances Urban Tourism Experience with Focus on High-Quality Development of Shanghai’s International Cruise Tourism Resort
In recent years, Baoshan has made remarkable strides in enhancing its urban tourism offerings, positioning itself as a trailblazer in regional tourism development. Through a series of initiatives, the district has transformed its tourism landscape, providing both domestic and international visitors with a richer tourism experience.
Capitalizing on the growing trend of combining sightseeing with vacation experiences, Baoshan has continuously reinvented its cultural and tourism offerings under the principle of “Tourism for the People.” The Baoshan District Administration of Culture and Tourism has strengthened interdepartmental collaboration to optimize resources, industries, and public services, achieving impressive results. Notable accomplishments include the establishment of the Wisdom Bay ICC, Shanghai’s only National Tourism Technology Demonstration Zone, as well as the establishment of four municipal-level digital scenic spots, nine municipal-level industrial tourism destinations, and five municipal-level sports tourism and leisure hubs. Additionally, unique cultural and tourism products like the “Baicao Mountain Magnolia Sachet” have been recognized as part of the 2024 “Shanghai Gifts” collection, showcasing the distinct charm of its cultural and tourism products.
Baoshan has prioritized leveraging its rich cultural heritage, including red culture, Shanghai-style culture, cruise culture, Jiangnan culture, and industrial culture, to drive deeper integration of culture and tourism. Efforts to enhance rural tourism have focused on agritourism, intangible cultural heritage experiences, and homestay vacations, resulting in the recognition of one national key rural tourism town and four key rural tourism villages, ranking third citywide. The district has also developed several premium rural tourism routes and established three star-rated rural homestays. Among these, the Bamboo-Peace-themed homestay has earned five-star recognition in Shanghai, offering visitors unique and memorable stays. Moreover, Baoshan has promoted “micro-tourism” with tourism resources of local roads, parks, and communities, with over 17 popular urban spots like the Changjiang No. 11 Themed Post Office providing fresh travel experiences.
Signature events play a pivotal role in Baoshan’s tourism strategy. Iconic celebrations such as the Shanghai Cherry Blossom Festival, the Shanghai Tourism Festival Baoshan Series, and the Changtan Art Festival have been promoted, enhancing the district’s appeal and driving collaboration with nearby commercial areas to boost tourism spending. Local festivals, including the Luodian Dragon Boat Festival and the Yuepu Flower Art Festival, have also been organized with high standards. Baoshan has leveraged its natural resources and traditional holidays in different seasons to design and organize appealing activities, creating a distinctive seasonal tourism experience to boost tourism consumption. During the 2024 Shanghai Tourism Festival, Baoshan hosted the Shanghai Cruise Culture Tourism Festival under the theme “Charm of Baoshan Riverside” featuring over 20 events, such as parades, concerts, the Shanghai Tent Music Festival, and the UIM F1H2O World Championship, Grand Prix of Shanghai, China 2024. These activities combined cruise tourism with regional attractions, offering vibrant cultural and leisure experiences.
Cruise tourism has emerged as a cornerstone of Baoshan’s tourism development. With the debut of the Adora Magic City cruise at Wusongkou Port and the establishment of China Cruises, the Shanghai International Cruise Resort is experiencing renewed growth. In October 2024, the opening of Shanghai Sea World brought a new opportunity to the area. Situated near the Wusongkou International Cruise Terminal, this 240,000-square-meter complex features office spaces, a themed shopping center, family-oriented accommodations, and a five-star hotel, aiming to become Shanghai’s first cruise-themed waterfront tourism hub. Surrounded by attractions like the Wusong Paotaiwan National Wetland Park, Wusongkou Lighthouse, the Large Dock Film Base, and the Shanghai Yangtze River Estuary Science and Technology Museum, the area offers a series of great micro-vacation experiences featuring convenient transportation, a beautiful environment, and self-determined travel planning. The upgraded 6-kilometer riverside promenade connects key landmarks such as Changtan Music Hall, Riverside Park, Shanghai Sea World, and Wusong Paotaiwan National Wetland Park. Under the theme “Baoshan Dolphin Family”, multiple facilities for sightseeing, cultural experience, leisure, and commercial services have been established, offering beautiful river and sea views as well as interactive experiences. Baoshan is committed to creating Shanghai’s most scenic cycling route along the Yangtze River shoreline. As Wusongkou boasts a long history of development, this quality enhancement project fully taps into the cultural resources to build the “Ten Scenic Spots of the Resort”.
The local government places significant emphasis on the cruise tourism industry, recognizing it as a key driver of industrial transformation. The Baoshan District Administration of Culture and Tourism has launched initiatives like welcoming ceremonies, special discounts, and portside concerts to boost the popularity of cruise culture. Baoshan has introduced a hand-drawn tourist map, the Baoshan tourist guide for cruise tourists. During the Shanghai International Cruise Festival, Baoshan introduced eight themed tourism routes, covering half-day, one-day, and two-day tours, and launched the initiative with the theme “Explore Baoshan on a Cruise in Summer” to convert cruise popularity into tourism growth. Besides, the ticket that grants access to all attractions in Baoshan District was launched. During the Shanghai Cruise Culture Tourism Festival, Baoshan released the all-access pass product. Chinese and English versions of the Baoshan Tourism Map were issued simultaneously online and offline to comprehensively promote Baoshan’s offerings in dining, accommodation, transportation, sightseeing, shopping, and entertainment, enabling visitors to experience Baoshan with just one card and one map. To capitalize on the cultural and tourism consumption opportunities before boarding and after disembarking, Baoshan explored collaborations between cruise inbound tourism and local tourism resources, launching several premium Cruise-related routes to enrich cruise itinerary options. Additionally, Baoshan promoted the integration of traditional culture and cruise culture by introducing the original musical sketch “People of the Dragon Boat”, and completed the development of cruise-themed venues, such as the community art gallery, One Wall Art Gallery, and shared reading rooms.
Looking ahead, Baoshan is committed to preserving its cultural heritage while integrating premium resources to develop a comprehensive riverside cruise tourism belt that combines business, tourism, culture, and sports. By creating high-quality tourism products, Baoshan aims to attract more visitors, boost tourism spending, and establish the Shanghai’s International Cruise Tourism Resort as a premier destination for both locals and tourists.
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