Shanghai’s tourism board made its “This is Shanghai!” brand debut at Paris’ IFTM Top Resa (Sept 22-24), wowing 400+ French industry reps with immersive displays. A pre-show ad blitz primed the market.
Paris’ Porte de Versailles Exhibition Center sees its share of buzz every September for IFTM Top Resa, Europe’s premier travel trade show—but this year, one booth had attendees lining up like it was a new café in Le Marais. From September 22 to 24, Shanghai’s tourism delegation turned heads with the first French debut of its “This is Shanghai!” brand, blending cultural flair, interactive fun, and sharp business acumen to win over a market hungry for post-pandemic adventure.
The Debut: How Shanghai Stole the Show at IFTM
For anyone who thinks Shanghai is just skyscrapers and dumplings, the booth was a revelation. Built around Instagram-worthy “check-in spots” and themed games, it traded stuffy brochures for immersion—think live traditional music that made passersby pause mid-conversation and digital displays that flipped between Shanghai’s neon-lit Nanjing Road and its serene Yu Garden. “It’s not just ‘come visit,’” said Marie Dubois, a Paris-based travel agent who stopped by. “It’s ‘here’s how you’ll fall in love with the place.’”
The star of the show? The “This is Shanghai!” brand itself, a campaign designed to reposition the city as more than a layover. Shanghai’s tourism board paired up with local giant China International Travel Service for a dedicated presentation, walking 400+ guests—including industry leaders, influencers, and journalists—through new itineraries that mix classic sights with hidden gems, like street art tours in the M50 Creative Park or private tea tastings in Former French Concession. “We wanted to move beyond the clichés,” a Shanghai tourism representative told the crowd. “Shanghai’s magic is in its contrasts—and we’re here to show you how to live them.”
The Pre-Game: Paris Spring Blitz Builds Hype
Shanghai didn’t just show up—they arrived with a roar. To prime the French market, the tourism board launched a week-long ad campaign on outdoor screens at Paris Spring, one of the city’s busiest shopping destinations, starting September 15. The timing was intentional: with fall travel planning in full swing, the ads (featuring sweeping shots of the Bund at sunset and close-ups of xiaolongbao being folded) hit when Parisians were daydreaming about 2026 getaways.
On social media, the tease worked. French travel influencers who got a sneak peek shared reels of the Paris Spring ads with captions like “Why am I suddenly craving dumplings and skyline views?” The hashtag #ThisIsShanghaiParis started trending lightly on Twitter, with users tagging friends to plan trips. “Ad campaigns can feel generic, but this one felt personal,” said Thomas Laurent, a travel content creator with 120k followers. “It made Shanghai feel accessible—not like a distant ‘exotic’ spot, but a place you could actually picture yourself in.”
Why France? Shanghai’s Bid for “China’s First Stop”
For Shanghai, France isn’t just another market—it’s a gateway. The city has long aimed to be the top entry point for international travelers to China, and French tourists are a key demographic: pre-pandemic, France ranked among Europe’s top five sources of visitors to China, with many extending trips to Shanghai after visiting Beijing. Post-2023 border reopenings, numbers have been climbing but haven’t hit pre-2019 levels—and Shanghai is determined to change that.
“French travelers value culture, food, and authenticity—three things Shanghai has in spades,” explains Sophie Chen, a tourism analyst who specializes in Sino-European travel. “By debuting the brand at IFTM, they’re speaking directly to the people who book trips: travel agents, tour operators, influencers. It’s not just marketing—it’s relationship-building.” For small French tour companies, the appeal is clear: unique Shanghai-focused itineraries can stand out in a market saturated with “China highlights” packages.
What’s Next? From Trade Show to Suitcases
As IFTM wrapped up, the Shanghai delegation left with a stack of meetings and partnership talks—but the real work starts now. The goal, they say, is to turn trade show buzz into booked tickets. Early signs are promising: several French tour operators announced they’ll add Shanghai-centric 10-day trips next year, blending iconic spots (like the Oriental Pearl Tower) with off-the-beaten-path experiences (such as a visit to a traditional silk workshop).
For Parisian travel agent Dubois, the decision to promote Shanghai is a no-brainer. “My clients are tired of the same old destinations,” she said, flipping through a Shanghai itinerary. “They want somewhere that feels new but not intimidating. This brand gets that. I already have three inquiries from clients who saw the Paris Spring ads.”
As the lights went out at the IFTM booth, the “This is Shanghai!” sign still glowed— a symbol of a city ready to reintroduce itself to Europe. For French travelers, it’s a reminder that some of the best trips are the ones that mix the familiar (great food, vibrant culture) with the unexpected (a skyline that rivals New York, a neighborhood where French colonial architecture meets modern cafes).
“Shanghai isn’t just a city,” the tourism representative told the crowd on the show’s final day. “It’s an experience. And we can’t wait for you to live it.” For many Parisians already scrolling travel sites, that wait might be shorter than they think.