Jinshan aims to build national tourism resort

A national-level tourism resort is taking shape in Shanghai's Jinshan district, where local authorities are capitalizing on the popularity of the Shanghai LEGO Resort to drive industrial transformation and rural vitalization in the Yangtze River Delta.

Centered on the Zhufeng coordinated development zone, linking Zhujing and Fengjing towns, the plan integrates theme parks, ancient towns, flower attractions and cultural destinations along the G320 tourism corridor to create a new leisure tourism hub.

Jinshan Party Secretary Yuan Gang said cultural tourism is poised to play a key role during the district's 15th Five-Year Plan period from 2026 to 2030, helping upgrade consumer services while supporting the district’s broader industrial transformation and urban development goals.

This spring, Shanghai LEGO Resort became one of the region's most-searched family travel destinations, with online searches during the spring holiday increasing more than fivefold. The resort welcomed over 1 million visitors within six months after opening last summer.

The tourism boom has also boosted local consumption. Revenue from sports, culture and entertainment industries in Jinshan nearly quadrupled, while growth in accommodation and catering ranked first in Shanghai, according to local authorities.

Officials said the district is shedding long-standing perceptions associated with chemical industries and remote suburban areas, replacing them with a greener image supported by tourism, ecological restoration and new investment projects.

Fengjing Ancient Town. [Photo/WeChat ID: jinshanrongmei]

Plans include integrating attractions such as Fengjing Ancient Town and Flower Blooms by the Sea Ecological Park into a "golden triangle" that combines entertainment, cultural experiences and eco-tourism to attract more overnight visitors and regional travelers.