Shanghai eyes bringing back paper maps to drive tourism

As Shanghai aims to become a leading destination for global travelers, the city is exploring ways to enhance their travel experience, with a particular focus on increasing supply of multilingual paper maps, according to city officials during a recent municipal political consultation session on Jan 14.

This comes as the city welcomed over 6 million inbound tourists in 2024, with the number expected to surge even further following the extension of the transit visa exemption to 240 hours.

Yu Qingrong, a member of the 14th Shanghai Municipal Committee of the Chinese People's Political Consultative Conference, the city's political advisory body, highlighted the potential of print maps in aiding foreign tourists, especially those who may not be familiar with translation apps or software.

He argued that these maps could seamlessly blend cultural and creative elements with practical information, covering major attractions, transportation hubs, and commercial areas.

"We are striving to make Shanghai accessible to tourists from around the globe," said Zhang Qi, deputy-director of Shanghai Municipal Administration of Culture and Tourism. He revealed that while tech companies are developing tourism-focused digital maps, the city also recognizes the enduring value of paper maps.

The city's tourism authorities are already collaborating with tech giants such as Amap and Trip.com to incorporate extensive travel data into these maps.

"A user-friendly paper map is just the starting point," Yu added, emphasizing the need for a collective effort from various sectors to establish Shanghai as the leading destination for inbound tourism in China.

The push for improved tourist services comes as Shanghai witnesses a surge in inbound tourism, with a notable increase in visitors from South Korea and a growing international interest in exploring China.

"Many foreign tourists consider Shanghai as the 'beginner's village' for their China travels," Zhang noted, emphasizing how a positive experience in Shanghai encourages travelers to explore other parts of the country.

Beyond traditional attractions, Shanghai is actively promoting its museums, art markets, waterfront areas, and even characteristic neighborhoods as appealing destinations, aiming to convert city resources into thriving tourist attractions.

The highly anticipated opening of China's first Legoland theme park and Asia's first Peppa Pig World in Shanghai are expected to further solidify the city's position as a global tourist hub.