(Yicai) April 17 -- China’s own senior citizens and foreign visitors have emerged as the main driving force behind the robust upswing in Shanghai’s tourism market, with event-driven travel and consumer vouchers further heating up the city’s cultural tourism sector.

Spring Tour saw a nearly 120 percent surge in revenue on April 15, the opening day of Shanghai’s Changning District Cultural, Commercial, and Tourism Carnival, compared with a year earlier, Wang Xin, general manager for marketing at the Chinese travel agency that also offers special products for seniors, told Yicai.

Bookings for Labor Day holiday trips have jumped 30 percent this year, with travelers aged 60 and older accounting for nearly half of all reservations, Wang added, noting that travel packages in Shanghai remain hugely popular.

Trip.Com’s group travel program for seniors now boasts over two million registered users and four million followers, according to Wang Xinxin, who heads up the initiative. The program focuses on developing travel products centered on cultural experiences, study tours, and wellness retreats for the elderly.

Senior citizens favour trips that mix tourism with social activities, such as gatherings and exchanges, said Tang Hongyan, a representative from Shanghai Zhongxing International Travel Agency, which specializes in silver-haired tourism.

Shanghai Zhongxing recently partnered with Shanghai Airlines Tours International Group and local restaurants to organize events and chartered flights. “The participation rate among seniors is very high, reflecting enormous market potential,” Tang noted.

Shanghai’s inbound and outbound travelers have burgeoned this year. In the first quarter, immigration authorities at the city’s two international airports processed more than 2.4 million entries and exits by foreign nationals, up 49 percent from a year earlier.

In mid-March, the arrival of cruise ships AIDAstella and Spectrum of the Seas at Shanghai’s Wusongkou International Cruise Port brought in 4,800 foreign visitors, setting a daily record since the port opened in 2011.

A continuous flow of overseas tourists, including some from European countries such as Spain, can be seen at Shanghai’s main sightseeing spots, such as the Bund and Yu Garden, Yicai noticed.

The Chinese Grand Prix, a key stop in the Formula One World Championship held in Shanghai from March 21 to 23, boosted racing-themed tourism in Jiading district and promoted the Shanghai Auto Museum.

Businesses near the racetrack saw a significant jump in sales and food traffic during the three-day event. The 13 businesses taking part in the F1 Ticket Stub Promotion reported sales of CNY112 million (USD15.7 million), up 7 percent from the previous weekend, with food traffic up 17 percent to 1.27 million, according to data released by Jiading’s government.

“Travelers today demand more specialized and themed itineraries,” said Zhao Huanyan, a senior tourism analyst and economist. “Inbound tourists are drawn to culturally unique routes with local features.

“Seniors with ample leisure time have high market potential, particularly for niche products such as cruise tours,” Zhao noted. “With the Labor Day holiday approaching, Shanghai’s cultural tourism sector is poised for a new peak.”

Editor: Futura Costaglione