By integrating international practice and experience with local conditions and resources, Shanghai Tourism Festival has built itself into a gala catering to tourists of every taste, may they be for sightseeing, recreation, exhibition and performance, shopping or gastronomy. It draws over eight million visitors every year, over half of whom come from outside of Shanghai. According to statistics, the festival brings 10 percent extra spending every year, with tourists spending a massive RMB 10 billion, and the per capita consumption level during the festival is 7 percent higher than on the non-festival days.

With the adoption of market forces to operate the festival, a tourism and festival-oriented economy has been formed which has benefited the local economy and a number of related industries. Every year, a souvenir design contest is held, and award-winning works are mass produced and marketed the same year. This is one factor that contributes to the 10 percent yearly growth on Shanghai's tourism keepsake market.

"The tourism industry can be integrated into almost every single sector of our society. We can expand it into agriculture, industry, history, science or business. Shanghai possesses the advantages and the ability to combine tourism with these sectors and bring benefits all around," said deputy chief of the Shanghai Municipal Tourism Bureau, Cheng Meihong, explaining the concept of macro-tourism.

A City of International Appeal

Shanghai is a world-renowned metropolis. The 2010 Shanghai World Expo further spread its image as a travel destination. "It is a place for experience and exploration, and it is pleasurable for every single visitor, which is considered to be the most favorable aspect of Shanghai when it comes to the development of its tourism industry," said Cheng.

In order to transform Shanghai into a world famous travel destination, Cheng suggests the city explore its characteristics and produce popular products, services and experiences that best embody the flavor of Shanghai. What's more, it should launch partnerships with nearby cities to expand its tourism resources.

"I think bridges must be built between companies and government and between different official departments. This way, the government and businesses can work side by side in developing tourist products and experiences that meet market demand. Alley tours, World Expo Experience Tour, Shanghai Landscape Tour and 'staying with local families for a day,' for instance, are the most popular programs among overseas tourists."

This year Shanghai announced that it will transform itself into an international travel destination. To reach this goal it first of all has to be internationalized. "An international city with good facilities will make visitors feel relaxed and pleasant. Supposing you are in a city where you are completely lost in a strange language and feel uncomfortable with local hotels and restaurants. You have no sense of security. It is impossible to have an enjoyable trip in such a city," Cheng said.

The success of the annual tourism festival displays the confidence and capability Shanghai has to build a prominent tourism city. Cheng Meihong believes with the great effort that the city has made, Shanghai will grow into a world famous travel destination by 2015.