by SUN Jingzhi

Shanghai is seeking to turn its monthlong international arts festival into a driver of consumer spending, expanding partnerships with nearly 1,000 businesses to encourage visitors to spend beyond theaters.

The 25th China Shanghai International Arts Festival, running from October 17 to November 15, will feature 170 performances across 60 productions, with nearly 90% making their Shanghai debuts.

The program includes productions from Berlin's Schaubühne theater and Asian premieres of works by the late American director Robert Wilson.

This year, the festival will partner with 46 shopping complexes and about 1,000 merchants, up from nearly 300 merchants last year. More than 400,000 tickets will be linked to discounts and promotions covering shopping, dining and entertainment.

The expansion follows a strong showing in 2025, when the festival generated more than 4.4 billion yuan (US$620 million) in related consumer spending, according to an official assessment.

Visitors from outside Shanghai stayed an average of 4.56 days, while 88.4% stayed overnight. More than 60% also visited museums, exhibitions or other cultural attractions.

This year's organizers are introducing packages combining performances with hotel stays, flights and sightseeing. Partnerships with the Lujiazui International Coffee Festival and local art exhibitions will offer additional incentives for visitors to explore the city.

Shanghai is increasingly using major cultural and sporting events to stimulate tourism and consumption. An ancient Egyptian exhibition at the Shanghai Museum attracted more than 2.77 million visitors in 2025 and was credited with generating over 35 billion yuan in citywide spending.

The strategy forms part of Shanghai's ambition to become a leading Asian performing arts hub, with a target of 65,000 performances annually under its latest five-year cultural development plan.