Shenzhen's tourism market got off to a strong start in 2026, welcoming 3.12 million visitors over the three-day New Year’s Day holiday and generating 2.09 billion yuan (nearly US$299 million) in tourism revenue, according to the city’s tourism authority.

Performers and floats take part in the Shenzhen Grand Parade, drawing large crowds along Festival Avenue during the first morning of the 2026 holiday in Futian District on Thursday. Photos by Shenzhen Special Zone Daily

Daily average visitor numbers rose 32.3% year on year, while daily average tourism revenue was up 36% from the same holiday period last year, official figures showed.

Data from major online travel platform Ctrip.com showed Shenzhen was the third-most popular Chinese city for inbound travelers and the fourth for domestic tourists during the holiday that just ended Saturday.

Top attractions were Window of the World theme park, the Ping An Financial Center observation deck, the Shenzhen leg of singer Chen Chusheng’s concert, OH Bay, and the Splendid China • China Folk Culture Villages theme park.

International tourists pose for a photo with an opera performer at Splendid China · Folk Culture Village, where a “Intangible Cultural Heritage Welcomes the New Year” theme features new cultural experiences and lantern displays. The park saw a surge in visitors during the New Year holiday.

Enhanced cultural offerings and immersive festivals helped drive the surge. Splendid China’s “Dazzling Intangible Heritage” event combined light installations with iron‑flower performances, while the “One World One Family” parade on Futian’s Festival Avenue drew over 160,000 attendees, boosting nearby hotels and retail.

Nighttime programming also proved popular. Thematic water shows lit up the skies over Oh Bay, welcoming 119,500 visitors on the holiday’s first day, a 1.05% increase from a year ago.

Sea travel was another highlight, as four China Merchants Cruises vessels operated Bay Area routes under the “New Year at Sea” and “Welcoming the New Year” themes.

Specialty sailings fused tech and futuristic elements with sightseeing to appeal to families and younger travelers. The Bay Area cruises carried more than 15,000 passengers in the first two days. (Claudia Wei)