The cruise economy in East China's Shanghai has gained momentum this year, emerging as a new driver of growth. 

The success of the first-ever Shanghai International Cruise Festival – held in August – is said to have marked a key milestone for the industry.

On Sept 12, Zhang Jie, deputy director of the Shanghai Municipal Commission of Commerce, discussed the festival's highlights and the development of the city's broader cruise economy on the "Shanghai China" website.

The festival set forward three main goals: To convert cruise ship traffic into consumer spending, attract global tourists to Shanghai and to establish the city as a key hub for international cruise ship routes.

Shanghai also aims to become a world-class cruise ship consumption destination.

With the theme of "Cruising the Orient, Resonating with the World", the festival saw a promotional push across social media platforms, with campaigns reaching out to 68 million people.

Cruise-themed events – including art exhibits, food markets and dance performances – boosted foot traffic in key commercial areas like the Old Wharf and Global Harbor, leading to significant sales growth.

Looking ahead, Zhang emphasized plans to strengthen the festival brand, develop new "cruise + business" concepts and to improve cruise ticketing models to boost Shanghai's standing as a top global cruise liner destination.

With strategic advantages like Shanghai's thriving port infrastructure, strong trade links and advanced cruise manufacturing capabilities, the city is said to be poised to further upgrade its cruise economy and lead the sector into a new phase of high-quality development.