Shanghai is back on the tourist map: 9.36 million arrivals in 2025, a new race with Tokyo and Seoul, and geopolitics changing travel routes
Shanghai recorded a strong comeback in inbound tourism in 2025, with a total of 9.3602 million international visitor arrivals, reaffirming its position as one of the key entry points for travel to China. The data comes from city tourism authorities, who link the recovery to a combination of entry facilitation, the recovery of international flights, and growing demand for high-value-added urban experiences – from gastronomy and shopping to business fairs and cultural events.
At the same time, the broader picture of Asian urban tourism is becoming increasingly competitive. Tokyo and Seoul, as the two strongest regional rivals in attracting global travelers, have accelerated their own strategies – from major campaigns to better air links and new tourism products. In this race, Shanghai is trying to gain an advantage through more flexible entry rules, a stronger emphasis on visitor spending, and the renewal of the luxury hotel offering, which is also reflected in hotel market indicators.
What the 9.36 million figure means and how the growth was distributed
According to data released by city institutions, inbound tourism in Shanghai grew throughout 2025, and the total result – 9.3602 million arrivals – is interpreted as confirmation that the city is approaching the pre-pandemic pace of international mobility. In the same context, it is stated that the city recorded 7.14 million foreign tourists, with strong year-on-year growth. Such a structure indicates a return of both classic leisure travel and business arrivals, especially in a city that has been an important financial and trade fair center for decades.
In practice, this means the return of the well-known Shanghai "mix" of travelers: some come for business and congresses, some for short urban breaks, and some use the city as a springboard for other destinations in China. Tourism authorities are increasingly emphasizing the goal of increasing visitor spending, rather than just counting arrivals – a trend also present in other metropolises competing for travelers with higher purchasing power.
For visitors planning an arrival, logistics are increasingly part of the overall decision: where to stay, how many days to remain, and how to move between attractions and business zones. In this context, many already in the planning stage look for
accommodation in Shanghai near key districts and transportation hubs, especially if they are combining the business and tourist parts of the trip.
Visas and entry: facilitators directly driving demand
One of the most concrete "triggers" for growth across China, and thus in Shanghai, is a series of measures that have made travel simpler. The National Immigration Administration published a list of countries covered by unilateral visa-free entry, with a rule of stay up to 30 days for tourism, business travel, visits, and transit. Numerous European countries are on the list, including Croatia, which opens additional growth potential for Shanghai from European source markets. In parallel, the official pages of the city administration in Shanghai further explain the frameworks of the visa-free regime and the conditions for travelers from the covered countries.
The second important channel is transit facilitation. At the end of 2024, China further optimized the transit visa-free regime, with the possibility of a longer stay and wider movement within permitted areas, which is particularly relevant for hubs like Shanghai with heavy international traffic. Such measures in practice reduce travel "friction": shorter city breaks become more cost-effective, and business travelers more easily add a day or two for tourist content.
As the structure of arrivals changes, so do guest expectations. Travelers increasingly seek practical locations, good connectivity with airports, and quick access to key facilities. Because of this, it is not unusual that during trip planning,
accommodation offers in Shanghai for visitors who want to be near the Bund, business zones, or cultural centers without long transfers are checked multiple times.
Luxury hotels and "premium" spending: who drives growth today
The recovery of tourism in large cities is less and forward measured only by the number of arrivals, and more by revenue per guest. Shanghai follows the global trend here: the high-category hotel segment is recording a visible recovery. According to a market report citing Shanghai Statistics Bureau data, Shanghai's five-star hotels increased occupancy, average daily rate (ADR), and RevPAR in 2025, highlighting new capacities in certain development zones. This suggests that part of the demand has spilled over into the more expensive segment, where guests seek a higher level of service, wellness facilities, and personalized experiences.
At the same time, global hotel sector analyses note that ultra-luxury hotels did not falter in 2025 despite a broader slowdown in luxury consumption, but even achieved record prices in some indicators. For Shanghai, this has a double meaning: on one hand, it strengthens the argument that the city can attract travelers who spend more, and on the other, it confirms that competition among Asian metropolises will increasingly depend on the offer of "premium" experiences, rather than just basic sightseeing.
In practice, the difference is also seen in the travel schedule. Travelers with larger budgets more often choose shorter but more content-dense visits, with higher quality accommodation, restaurants, and organized experiences. Therefore, guides and travel plans increasingly emphasize the need to secure
accommodation near event locations in Shanghai in advance, especially during major fairs and international manifestations.
Tokyo and Seoul as reference points: the Asian "Champions League" of urban breaks
Shanghai returns to the game in 2025 at a time when Tokyo and Seoul have already strongly capitalized on the global return of travel. Japan, according to available statistics and reviews citing Japan National Tourism Organization data, reached record levels of international arrivals in 2025, further consolidating Tokyo's status as one of the most desirable urban destinations in the region. South Korea, according to media reports citing the Ministry of Culture, Sports and Tourism, also reached record levels of inbound tourism in 2025, above pre-pandemic values, and Seoul remains the main magnet due to a combination of pop culture, gastronomy, and shopping.
For Shanghai, this comparison is not just a "numbers race," but also a competition in the offering: who offers simpler entry, better air connectivity, safer and more predictable logistics, and a more convincing package of urban experiences. In this sense, Shanghai is trying to take advantage of Chinese entry measures, with a clear message that it also wants to be a "city of consumption" – a place where visitors not only come but also spend, especially in the segments of luxury shopping and gastronomy.
Geopolitics and airline connections: the invisible factor travelers increasingly feel
Although tourism is often presented as the "softer" side of globalization, traveler decisions are increasingly linked to politics and the regulatory framework. Examples include travel between the US and China, where the recovery of air routes is slower, and available capacity remains significantly below previous levels. Market analyses state that the number of scheduled flights on the China–US route in the current season is far from the pre-pandemic peak, which in practice means fewer options, often higher prices, and more complex transfers – and this affects whether some travelers from North America will choose Shanghai or redirect to Tokyo and Seoul, where the flight network is more flexible in some periods.
An additional layer is risk perception and government recommendations. The US State Department lists an increased caution recommendation for mainland China, with warnings related to the enforcement of local laws and possible exit bans. Such messages do not automatically mean a drop in tourism, but for some travelers – especially business ones – they affect risk assessment and travel planning, and thus the choice of destination in the region.
The region also feels another type of geopolitical effect: the deterioration of relations on the China–Japan route at the end of 2025 caused a wave of travel cancellations from China to Japan, according to reports citing estimates of spending losses. In such an environment, Shanghai can profit as an alternative choice for some travelers seeking an Asian city break but wanting to avoid the politically charged context of other destinations – but this effect is difficult to quantify and depends on the speed of calming tensions.
For the visitors themselves, geopolitics often translates into very practical questions: how many flights there are, how much a ticket costs, how long a transfer takes, and if there are administrative complications. Because of this, planning a trip to Shanghai increasingly includes earlier reservations, as well as checking
accommodation in Shanghai for short stays if the trip is assembled "at the last minute" depending on flight availability.
Shanghai as a "gateway" and city of experiences: what drives consumption
Shanghai has been building an identity as a city that combines business and tourist profiles for a long time. In 2026, city authorities are announcing stronger measures to encourage the spending of inbound travelers, including facilitating entry and strengthening the offer that encourages spending – from trade to cultural and thematic content. Such a direction is not accidental: urban tourism increasingly functions as an instrument of economic policies, especially in large metropolises that want to remain competitive in attracting international brands and events.
In this environment, infrastructure also becomes important: how cities deal with pressure on public transport, what is the availability of hotel capacities during peak periods, and how well tourist information is adapted to visitors. Shanghai presents itself in 2025 as a destination that once again offers the "complete package" – from iconic vistas and museums to modern districts, restaurants, and shopping. However, some experts warn that long-term success will depend on maintaining service quality, managing crowds, and price balance, especially in the high-category hotel segment.
What follows: recovery is visible, but the race is getting stricter
The numbers from 2025 clearly show that Shanghai is once again a strong player in Asian urban tourism. However, competition with Tokyo and Seoul is not fought only through total arrivals, but through the ability to attract travelers who spend more, stay longer, and return. Travel decisions are increasingly a blend of administration (visas and transit), the market (flights and prices), and broader politics (recommendations and geopolitical tensions). In such circumstances, Shanghai has a real opportunity to continue growth, especially if it continues to strengthen connectivity and reduce entry barriers, but also if it simultaneously maintains the quality of experience at the level expected by global travelers.
For travelers from Europe, including Croatia, entry facilitators and the increasingly rich offer of city content make Shanghai an ever more accessible option. And as travel in 2026 continues to normalize, part of the planning returns to the basics: choose a good timing, organize the route, and secure
accommodation offers in Shanghai on time that suit the location and purpose of the trip, whether it is a business visit, a city break, or a combination of both.
Sources:- Shanghai Municipal Administration of Culture and Tourism (PRNewswire) – official announcement of 9.3602 million inbound visitors in 2025. (link)- State Council Information Office (SCIO), English – local authority statements on 9.36 million inbound visits and 7.14 million foreign tourists in 2025. (link)- National Immigration Administration (NIA) – list of countries covered by unilateral visa-free entry for up to 30 days (includes Croatia) (link)- Shanghai Government (English) – explanation of Chinese visa-free policies and entry conditions relevant for travelers to Shanghai (link)- JLL (Q4 2025 Hotels: Shanghai) – performance indicators of Shanghai hotels (occupancy, ADR, RevPAR) based on Shanghai Statistics Bureau data (link)- U.S. Department of State – China Travel Advisory (recommendation for caution when traveling) (link)- ChinaTravelNews – analysis of the limited recovery of air routes between China and the US in the 2025/2026 season. (link)- Financial Times – global trend of rising prices and performance of ultra-luxury hotels in 2025 (CoStar data) (link)- Korea JoongAng Daily – record inbound tourism of South Korea in 2025 with citations from the Ministry of Culture, Sports and Tourism (link)- Nippon.com – overview of record international arrivals in Japan in 2025 based on preliminary JNTO data (link)- The Straits Times – report on travel cancellations and potential hit to Japanese tourism due to deteriorating relations with China at the end of 2025. (link)
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