2024 Dialogue with the District Party Secretary | How can the Shanghai International Cruise Tourism Resort attract more young people?
With a keen understanding of market development rhythms and seizing industrial opportunities, Wusongkou International Cruise Port has experienced rapid growth, frequently breaking records. How can Baoshan District in Shanghai leverage the cruise economy and vacation economy to create a new chapter in light cultural tourism business? What kind of experience is it providing for every citizen and tourist?
Recently, several organizations, including Shanghai’s major research initiative, The Paper, and Shanghai People’s Broadcasting Station, launched a series of multimedia interviews titled “2024 Dialogue with District Party Secretaries.” During the program, Baoshan District Party Secretary Li Chenhao shared the remarkable transformation of Baoshan and its plans for cultural tourism and commercial development.
The major research initiative and The Paper raised questions about how Baoshan can attract a more diverse clientele and create a younger consumer base while exploring the upgrade of the international cruise tourism resort. With the recent popularity of the Baoshan riverside fireworks show during the National Day holiday, which has become a new hotspot, how can the district further enhance the visitor experience while maintaining this momentum?
In response, Li Chenhao stated that Baoshan will further promote the development of cruise tourism products that meet the consumption needs of young people, introducing new ships with large passenger capacities and impressive facilities to attract younger demographics. At the same time, the district committee and government place a high priority on event safety, ensuring that activities are safe and orderly while enhancing the overall visitor experience. This includes strengthening traffic management, optimizing public transport capacity during peak times, improving the flow of people on-site, and preparing plans to handle large crowds, ensuring that events are safe, convenient, and orderly, thereby enhancing visitor comfort and experience.
Leveraging Asia’s largest cruise home port to stimulate young consumer demand with quality offerings
Baoshan not only boasts Asia’s largest international cruise home port but also serves as a headquarters for cruise operations. The state-owned enterprise China International Cruise Homeport is based in Baoshan, and the first domestically produced large cruise ship, the “Aidamodou,” operates from there, along with the headquarters of MSC Mediterranean Cruises.
Li Chenhao emphasized that Baoshan will rely on Asia’s largest cruise home port to enhance port services, attract more international cruise ships, and stimulate consumer demand with quality offerings. Additionally, the district will strengthen in-depth connections with international cruise brands to develop more cruise tourism products that cater to young people’s consumption needs, targeting multiple dimensions to make cruise tourism popular among young travelers.
Firstly, proactive measures will be taken, such as participating in the World Cruise Conference and conducting targeted promotions for international cruise companies, to encourage them to send more unique, high-quality luxury cruise ships to dock at Wusongkou. These giant cruise ships, akin to moving “floating castles,” equipped with trendy facilities like simulated surfing and starlit cinemas, align with young people’s desire for novelty and excitement, making them highly attractive to younger audiences.
Secondly, by promoting innovation in cruise tourism systems, the district will guide cruise companies to increase product innovation. Product innovation is the “soft core” of cruise tourism. Baoshan will accelerate the normalization of sea tours and static tours to stimulate new cruise consumption demands. For instance, early next year, the “Gulangyu” cruise will launch Asia’s first onboard activities, expected to have a significant impact on young people. Future events may also incorporate themes from traditional Chinese culture and animation, host themed parties, and set up esports competition zones, breaking away from the monotony of conventional cruise tourism. This differentiated experience can effectively stimulate young people’s desire for exploration and sharing.
Thirdly, there will be an increased focus on promoting and cultivating cruise tourism. Promotion and cultural cultivation are essential “catalysts.” Baoshan will utilize short videos and live broadcasts to showcase the exquisite facilities and exciting activities of cruises. Additionally, offline experiential activities will be organized in commercial districts to popularize cruise tourism knowledge and cultivate a rich cruise culture, making cruises a familiar and essential option on travel lists.
Li Chenhao stated that the potential of Baoshan’s cruise economy is limitless, and by seizing these key opportunities, it can weave a tourism network that radiates nationwide and attracts young travelers.
Ensuring event safety while enhancing the overall visitor experience
The expansive port serves not only as a transportation hub for cruise passengers but also embodies the remarkable transformation of Baoshan District. At night, the port transforms into a performance venue illuminated by lights. With waterfront activities, concerts, drone shows, and fireworks displays, the riverside area is infused with vitality.
During this year’s National Day holiday, the Baoshan riverside was unveiled, attracting over 1.2 million visitors in just seven days. Particularly, the fireworks and drone performances garnered significant attention, although some citizens suggested improvements in traffic organization to enhance the experience. What lessons were learned from this fireworks show for future large-scale events, and what improvements can be expected?
Baoshan is currently preparing for New Year’s Eve fireworks and drone performances, planning activities such as “Welcoming the New Year’s First Light at Baoshan Riverside.” Li Chenhao emphasized that the district committee and government prioritize event safety, ensuring that activities are safe and orderly while enhancing the overall visitor experience. This includes strengthening traffic management, optimizing public transport capacity during peak times, improving the flow of people on-site, and preparing plans to handle large crowds, ensuring that events are safe, convenient, and orderly, thereby enhancing visitor comfort and experience.
This year, Baoshan’s riverside international cruise tourism resort has seen a comprehensive upgrade in functionality and quality. The Shanghai Maritime World has commenced operations, adding three new hotels with approximately 700 high-quality rooms, and the most beautiful leisure cycling route along the Yangtze River has been opened. A series of events, including the opening ceremony of the Shanghai International Cruise Festival, the World F1H2O Shanghai Grand Prix, the Cruise Culture Tourism Festival, drone flight performances, fireworks shows, port concerts, and the Wusongkou Forum, have attracted widespread attention, establishing Baoshan Riverside as a new cultural tourism landmark and a new leisure space.
Building a vibrant cultural waterfront brings a fresh riverside experience
Once dominated by cargo terminals, Wusongkou is gradually shedding its heavy industrial style. The Wusong area has a rich historical background, having been one of China’s earliest “university towns,” with institutions such as Fudan Public School (now Fudan University), Tongji Medical Engineering School (now Tongji University), and Wusong Maritime College (now Dalian Maritime University and Shanghai Maritime University) founded there.
“Baoshan Riverside has historically been a place where many people came to enjoy themselves, leaving behind many beautiful memories and stories,” said Tang Jihui, Vice Chairman of the Baoshan Youth Federation, during the interview. He also shared with The Paper that many citizens from downtown Shanghai used to take the Songhu Railway to the riverside, gazing into the distance and enjoying the scenery. Qing Dynasty writer Guan Tong wrote in his piece “Traveling in Baoshan” about a night spent moon-gazing with friends by the riverside, marveling at the scene with the words: “The sea waves crash, the moonlight shatters like silver, vast and clear, it feels like a realm beyond this world.”
By the National Day of 2024, the six-kilometer Baoshan riverside will not only feature new highlights, such as the Longtan Concert Hall and the “Golden Cudgel” landmark, but also ten scenic spots in the resort area, including “Gentle Stone Dike, Hutang Sunrise, Canglang Tower Shadow, Sail Shadow Flute Sound, Harbor Clear Clouds, Eastern Eye, Wusong Zero Point, Wusong Misty Rain, Cannon Fire Beacon, and Three Rivers Bright Lights.” This will create a leisure waterfront that connects rivers and seas, a culturally rich humanistic waterfront, a vibrant sports waterfront, and a uniquely fashionable waterfront, offering everyone a fresh and enjoyable riverside experience.
