Fueled by expanded visa waiver policies and improved visitor services, Shanghai's inbound tourism is surging this summer.
Beyond shopping, growing numbers of international visitors are embracing the "China Chic" trend, exploring revitalized historic landmarks and time-honored brands to experience the city's rich cultural heritage and modern evolution.
Along Nanjing Road, the century-old eyewear brand Wu Liangcai Optical has partnered with the Shanghai Museum’s summer exhibition, Ancient Civilizations of the Americas.
Its nearly 1,000-square-meter flagship store has been transformed into a vibrant cultural destination, blending retail with art to attract overseas visitors.
"So I think the idea is very nice, like to put the whole kind of traditional Maya into merchandise, it's very interesting. And I think the design is very nice as well. I think it's the first time I ever taste corn ice cream, and it's very nice, delicate, not too sweet, very good. See the culture, the food, the people, I think that's the most interesting thing. So, I think I would expect in China, in a city like Shanghai to see all the cultures, to see all the things," said James, a visitor from Britain.
Nearby, a historic building on the Bund is hosting an immersive Song Dynasty (960-1279) exhibition, combining classical paintings, life-sized sets, and dynamic light installations to offer international visitors a deeper appreciation of China's cultural heritage.
"The most I like was the Sun Wukong, because it's one of the most famous in the international places. Yeah, I really like how the Chinese they can put all the products, they can make art with the culture, and then they can spread in the world. Also, the foreigners they can enjoy about the books, the stories about China, and I really like it so much," said Torres, a Chilean visitor.
These innovative cultural attractions are encouraging visitors to stay longer and explore the city more extensively.
In the first half of 2026, Shanghai received over 5 million inbound overnight visitors, marking a 31 percent increase compared with the same period last year.
Fresh cultural experiences boost Shanghai's inbound tourism
North China's Inner Mongolia Autonomous Region is welcoming a growing number of foreign tourists this summer, as destinations across the region have rolled out innovative desert activities and immersive cultural experiences to enrich inbound travel offerings.
In Ordos, a city famed for its vast desert landscapes, the Xiangshawan scenic area has launched a creative summer lineup combining desert sightseeing, water-based cooling activities and indoor ice skating.
Visitors can enjoy classic desert adventures such as camel rides and dune bashing, while also cooling off with water play and even ice skating in the heart of the desert.
The unique combination has been well received by international visitors.
"The facilities here are great. I'm from the Republic of Korea, and I'm really enjoying my time," said Lee Hong-deok, a tourist.
According to the scenic area's management, Xiangshawan has received 16,000 foreign tourists since July 1, marking a 176 percent year-on-year increase. Most overseas visitors come from the Republic of Korea, Thailand, Malaysia and Singapore.
The strong growth is supported by targeted measures from local authorities to boost connectivity and upgrade cultural and tourism products.
"We have opened seven direct flight routes to countries and regions including the Republic of Korea, Thailand, Malaysia and Vietnam. We have also rolled out more than 10 signature cultural and tourism products, such as desert space capsules and distinctive Mongolian yurts, and distributed over 3 million yuan in vouchers. These efforts have effectively driven the upgrading of the entire industrial chain, covering catering, accommodation, cultural and creative products, intangible cultural heritage and leisure services," said local tourism official Hou Le.
Beyond desert destinations, the border port city of Erenhot has become a popular stop for foreign travelers journeying eastward, offering a taste of traditional Chinese culture and local urban life.
Visitors can sample local delicacies, take in city scenery and participate in hands-on cultural activities there. Calligraphy, shadow puppetry, weaving and sugar figure making are among the most sought-after experiences.
"This is my first time trying sugar painting. The works are so exquisite. They are both visually appealing and edible," said a visitor from Mongolia.
"I used to mostly pass through here on my way to Hohhot, Beijing and other destinations. This time, I got to truly explore Erenhot. It's been such a delightful surprise," said another tourist from Mongolia.
Across Inner Mongolia, destinations are increasingly focusing on night performances, specialty dining, and intangible cultural heritage experiences. These efforts are steering inbound tourism away from single-purpose sightseeing toward deeper, more immersive engagement, and sustaining the vitality of cultural and tourism consumption.
Official statistics show that in the first half of 2026, Inner Mongolia received 1.0978 million inbound tourists, up 11.90 percent year on year. Total tourism spending from inbound visitors reached 5.501 billion yuan (about 815 million U.S. dollars), a 16.07 percent increase compared with the same period last year.
Foreign travelers drawn to diverse desert and cultural experiences in Inner Mongolia
