Wang Lijie, a bilingual tour guide born after 2000, primarily works with foreign tourists. He has noticed that the landmark commentary he prepared is not always needed. “Now small customized tours are mainstream—one-on-one or one-on-two. People prefer to slow down and spend more time exploring the city’s corners.”
A new trend is that inbound tourism is on the rise, but foreign tourists’ focus on Shanghai is gradually shifting inward and downward. The “Becoming Chinese” trend continues to gain popularity on overseas social media platforms, with more foreign tourists no longer satisfied with viewing iconic urban landmarks from a distance, instead seeking immersive experiences of local life.
Wanting to go where locals go
Bilingual tour guides were the first to notice the changes in inbound tourism trends.
Xu Yinhua, a bilingual tour guide with over a decade of experience, has fully experienced several cyclical changes in Shanghai’s inbound tourism. In her view, the current wave differs from previous trends like “individual travelers” or “younger demographics.” Traditional core tourist destinations such as the Bund, Lujiazui, and Yuyuan Garden remain important areas for inbound tourism, but tourists’ independent choices are breaking through the long-used sightseeing templates, extending their steps into more everyday and localized urban spaces.
“Previously, when tourists said they didn’t want to visit scenic spots, they mostly meant they wanted to go shopping or find trendy stores. Now, not wanting to visit scenic spots means they want to go where locals go.”
Chilean couple Kristin and Felipe planned to spend three days in Shanghai with a packed itinerary: shopping on Huaihai Middle Road in Huangpu during the day, coffee and lunch on Wukang Road in Xuhui at noon, and then heading to Tian’an Thousand Trees and M50 Creative Park in Putuo in the afternoon. When encountered, the couple was taking photos by Suzhou Creek. After photographing the iconic Tian’an Thousand Trees building, they didn’t leave immediately but followed the Suzhou Creek walkway straight into the adjacent M50 old factory buildings, which retain their complete industrial character.
Xu Yinhua has long led groups visiting cultural and creative parks. She observes that tourists’ interests here are distinctly different from those at scenic spots. In recent years, more and more foreign tourists choose to visit this art park by Suzhou Creek. “They don’t want to see finished artworks but the process of artistic creation. They are very curious about how abandoned factories can retain their original structures during renovation and want to understand the real daily lives of Chinese creators.”
Most artists and craftspeople in the park can communicate in basic English. Tourists stand curiously at studio doorways, creators look up and smile, and a simple “come in” starts a stress-free chat. Discussing ceramic glazes, handmade objects, and picking out a crafted item has become the most popular way for tourists to explore.
“There are no walls here. Every corner you randomly turn has surprises,” said an American tourist.
Stepping into communities and integrating into daily life
The change in travel routes reflects an evolution in travel mindset.
Wang Lijie regularly customizes slow-travel routes for tourists, often suggesting they stay directly in the Jing’an or Changning plane tree districts, then start from Wukang Building, strolling casually along Hengshan Road and Yongfu Road without any check-in points or fixed routes.
Once, a British tourist specifically brought a guidebook on Art Deco architecture, checking door numbers to observe building details one by one, frequently expressing sincere admiration for the exquisite designs of old villas. Wang Lijie found that “this kind of ‘light companionship’ demand is increasing.”
Xu Yinhua also noticed that foreign tourists strolling through old streets rarely chase trendy check-in spots; instead, they prefer to pause at new Chinese-style tea houses and traditional-style small shops along the street, soaking in the leisurely Chinese atmosphere. In the evening, taking a two-yuan ferry across the Huangpu River to gaze at the dazzling nightscape of Lujiazui has become a must-do activity chosen spontaneously by all tourists, without any guide recommendation. “They understand that the iconic Lujiazui night view is Shanghai’s shining cover, while the relaxed pace of street strolling is Shanghai’s inner core. Combining both gives a complete Shanghai travel experience,” Wang Lijie summarized.
Going a step further than street strolling is entering communities and integrating into daily life. The Butterfly Bay Party-Masses Service Center by Suzhou Creek is usually a public space for local residents to relax, work, and engage in family activities. Chilean resident Pablo regularly uses it as his daily workspace; Spanish resident Belen has long participated in community activities
