On September 20, 2025, the Shanghai Tourism Festival officially inaugurated its Overseas Observer Program during a ceremony held in the city. Representatives from 15 countries and regions, including Australia, Hong Kong, Macao, Croatia, Germany, Greece, Hungary, Italy, Kazakhstan, Mexico, Poland, Romania, Russia, Switzerland, and Thailand, participated as inaugural observers.
From Experience to Storytelling: Observers Bridge Global Visitors and Shanghai
As part of the festival’s “Six High-Quality Development Initiatives,” the program aims to amplify Shanghai’s international appeal by showcasing its convenient, welcoming, and cosmopolitan tourism environment through firsthand experiences.
Since its 2024 launch, observers from Chile, Latvia, South Korea, and Armenia have actively shared their journeys across iconic landmarks such as Nanjing Road Pedestrian Street, The Bund, and Oriental Pearl Tower. Their vibrant posts—capturing performances, culinary adventures, and cityscapes—garnered global attention on platforms like Instagram and TikTok. Notably, a performance video by an Armenian leader at Oriental Pearl Tower amassed over 46,000 views, while a Latvian delegate’s emotional moment at the landmark went viral. These authentic narratives have inspired global audiences to explore Shanghai, fostering cross-cultural appreciation of Chinese modernity and lifestyle.
The program continues to serve as a dynamic bridge, turning participants into ambassadors who translate personal encounters into compelling stories that resonate worldwide.
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