Shanghai - When the National Day and Mid-Autumn holidays overlapped in October, Shanghai once again ranked among China’s top travel destinations.

Shanghai received 15.12 million visitors during the first four days of the National Day holiday, marking a 23.74% year-on-year increase, according to the Shanghai Municipal Administration of Culture and Tourism. The Bund alone saw a peak evening crowd of 57,000 people, while reservations for the Shanghai Museum were fully booked for the first five days.

Among the most popular destinations was Xuhui District's Gate M West Bund Dream Center (Gate M), where the Shanghai International Light Festival transformed the waterfront into a futuristic landscape of lights. Launched on September 19 under the theme "Light Up Shanghai," the festival spans multiple city locations and runs through October 18.

Once Asia's largest cement plant, the Gate M reopened in August 2024 after a major transformation. Now it is a hub for art, commerce, and leisure, attracting visitors with its architectural design and cultural programming.

The light show at the Gate M West Bund Dream Center, Xuhui District, Shanghai. (Photo/Zheng Ran)

At the center, a 3,000-square-meter naked-eye 3D dome projection show combined technology and aesthetics to immerse visitors in dazzling visual displays. Along the riverside, 218 light artworks from 19 countries were showcased, with six award-winning pieces displayed prominently.

“We came to Shanghai for the holiday and were surprised to find the light festival,” said Zhang Ying, a tourist from Anhui Province, while watching a projection show on the West Bund Theatre’s façade. “It was very impressive.”

A butterfly-shaped swing light installation glows beautifully at Gate M West Bund Dream Center, Xuhui District, Shanghai. (Photo/Zheng Ran)

Cultural influence outshines sales

At 9 p.m., restaurants in Gate M were still crowded. "Our store stays open until 2 a.m. to serve late-night diners," said a staff member from Liaozhanggui Hotpot, adding that foot traffic had risen about 20 percent during the holiday.

Kids enjoy skateboarding at the Gate M West Bund Dream Center, Xuhui District, Shanghai. (Photo/Zheng Ran)

A highlight within the area, BLOOMARKET, evolved from an old cement warehouse. "The name represents our business model-food and market," said its management team. Originally launched in September last year, BLOOMARKET has now expanded beyond dining to include retail and night-market elements, offering a walk-and-eat experience that draws steady crowds.

The BLOOMARKET at Gate M West Bund Dream Center, Xuhui District, Shanghai. (Photo/Zheng Ran)

The operators of Gate M West Bund Dream Center said it follows a “non-standard commercial” model—one that prioritizes cultural impact and community engagement over retail volume. “Here, visitors might find a design bookstore above a sportswear shop or a live music venue beside a climbing wall,” the management said.

The area's creative atmosphere has also attracted corporate tenants. McDonald's China headquarters and Hamburger University noted the appeal of Gate M's diverse ecosystem. "This is a vibrant community with office workers, families, and tourists," a McDonald's representative said. "The openness and innovation here inspired us to create a pet-friendly store."

Beyond Gate M, cultural venues thrived. The Museum of Art Pudong welcomed its one-millionth visitor, surpassing the milestone for the first time in a single year. Its headline exhibition, "Paths to Modernity: Masterpieces from the Musée d'Orsay, Paris,"  features more than 100 works by Van Gogh, Monet, and Cézanne. Since opening, it has drawn about 600,000 visitors.

Visitors in the Museum of Art Pudong. (Photo/Zheng Ran)

To accommodate demand, the museum extended its closing time to 11 p.m. during the holiday. "This is my second visit," said visitor Miss. Ding. "Coming at night offers a special experience."

The Museum of Art Pudong. (Photo/Zheng Ran)

Other attractions also stayed open late, including the Shanghai Natural History Museum until 9 p.m. and the Shanghai Astronomy Museum until 8 p.m., which offered special sessions after dark.

The interior of the Shanghai Museum East. (Photo/Zheng Ran)

According to the Shanghai Municipal Administration of Culture and Tourism, hundreds of cultural and tourism activities were launched during the holiday, spanning five themes- urban tours, cultural heritage, shopping festivals, traditional Chinese experiences, and suburban escapes.

Officials say the goal is to deepen the integration of the night economy with culture, tourism, and business, allowing residents and visitors to enjoy the warmth and vitality of what Shanghai calls a "People's City."