THE SHANGHAI Municipal Tourism Administration (SMTA) has rolled out its own tourism theme, Classical Shanghai, along with complementary products to strengthen the city’s appeal.
SMTA’s vice chairman, Connie Cheng, said Classical Shanghai supported the national theme of Classical China and allowed the city to further develop its tourism offerings on an individual level.
“We want a new image for Shanghai, especially after last year’s World Expo. We want to promote (Shanghai) as a unique destination, not only for business but also for leisure, focusing on cuisine, culture, shopping and attractions,” she said.
Complimentary products on offer include a new tourism route that takes participants to three counties, covering mountainous terrain in Songjiang, a lake in Qingpu and a famous piece of farmer’s artwork in Jinshan.
“The entire journey takes an average of one to two days, and it is especially popular with the domestic market,” said Cheng.
Other new products include a World Expo museum where various artefacts from the Shanghai World Expo are displayed, as well as the establishment of Yangpu district as the city’s fashion hub.
Promotional efforts in top international source markets include roadshows in Japan, the US, South Korea, Brazil, Cuba, Spain and Germany. There are also plans for roadshows in South-east Asian markets in 2012.
Meanwhile, Shanghai has embarked on joint marketing efforts with Anhui, Zhejiang and Jiangsu provinces to promote the region. Initiatives include joint promotions and roadshows in overseas markets.
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