Travelers from the cruise ship "Mein Schiff" visit Yuyuan Garden in Shanghai earlier this year. Gao Erqiang/China daily

As one of the major events during the Shanghai Summer International Consumption Season, the inaugural Shanghai International Cruise Festival will kick off on Aug 2, marking a new phase for the city's rapidly growing cruise economy, according to local officials on July 31.

Since Shanghai took the lead nationwide in resuming international cruise trial sailings in May of last year, the city's cruise industry has maintained robust momentum, said Zhu Min, director of the Shanghai Municipal Commission of Commerce, at a news conference.

Zhang Qi, deputy director of the Shanghai Municipal Administration of Culture and Tourism, said that in the first half of 2024, Shanghai's cruise port welcomed 89 ship calls carrying around 592,700 passengers, accounting for about 70 percent of the nationwide total and recovering to around 70 percent of 2019 levels.

"We forecast around 260 cruise ship calls and 1.5 million passengers for the full year in Shanghai," Zhang said. "This cruise festival offers a rich array of themed activities allowing more residents and tourists to experience wonderful cruise lifestyles in Shanghai."

Zhang noted efforts to amplify the effects of facilitation policies such as 144-hour visa-free transit and 15-day visa-free group tours for cruise travel. Shanghai is enhancing shoreside collaboration, developing boutique cruise tourist routes, and attracting more international ships by promoting inbound cruise tourism.

"Hosting the inaugural cruise festival allows us to better showcase the vibrancy of Shanghai's cruise economic development and favorable business environment," Zhu added.

Zhu explained that the monthlong festival will spotlight the unique features of various cruise lines while integrating with key commercial districts across the city to further blend cruise lifestyles with Shanghai's economic and cultural landscapes.

Highlight activities will include a cruise lifestyle show featuring cruise ship model exhibitions, food events and more. A cruise sports carnival will offer Chinese martial arts performances, health seminars, and other activities.

On the Nanjing Road, a themed marketplace will promote cruise itineraries, marine cultural creativity exhibitions, and cruise culinary experiences.

Other activities will include drone performance shows, family activities hosted by Royal Caribbean Cruises, Adora Cruises, and CMViking Cruises, as well as open house tours during port calls of cruises.

"Beyond the themed events, we will hold the launch ceremony of the festival on Aug 10 to promote cruise policies, itineraries, and new cruise tourism products," Zhu added.

Cruise travel tends to generate significant outside consumption, with data showing that 75 percent of cruise passengers arriving and departing Shanghai are from other regions or overseas.

"Cruises are essentially floating cities, so we're bringing that cruise experience onto land through this festival, creating cruise-themed scenarios throughout the city while the real ships are in port," said Zhang Jie, deputy director of the Shanghai Commerce Commission.

Specific commercial districts were selected for their relevance to maritime elements to host cruise exhibitions, experiential scenarios, themed markets and more, integrating cruise consumption concepts and ambience into Shanghai's neighborhoods, he said.

Special accounts will also be offered, allowing cruise passengers to receive consumer benefits at designated districts by presenting their cruise ticket during the festival, according to Zhang.