During the 2025 May Day holiday, Shenzhen welcomed 6.96 million visitors, a 36.3% year-on-year increase, and generated 5.43 billion yuan in tourism revenue, up 40.8% from last year, according to the city's culture and tourism bureau.

Thanks to favorable policies such as the 144-hour visa-free transit and instant tax refund services, inbound tourism orders soared by 188%, making Shenzhen the second most popular destination for international travelers in China.

At key checkpoints such as Huanggang and Futian ports, border traffic hit record highs, with over 1.15 million travelers and 45,000 vehicles passing through during the holiday period. Peak hours came earlier and lasted longer, reflecting strong demand from both mainland tourists and Hong Kong and Macao residents, who accounted for over half of the total traffic.

Shenzhen's diverse cultural offerings drew large crowds. Local parks saw a tourism boom, while popular attractions like Splendid China Folk Village, Window of the World, and the Xiaomeisha coastal resort each welcomed over 100,000 visitors. Museums also proved a major draw, with Shenzhen Museum attracting over 110,000 visitors through its ceramic art exhibition.

The city’s convention and exhibition economy remained vibrant. The 2nd Shenzhen Comic Festival drew tens of thousands of fans from across the country, further cementing the city’s status as a cultural hub.

Shenzhen also saw robust consumer activity, with new shopping malls and cultural retail venues opening across the city. The launch of K11 ECOAST, the brand’s first flagship project in mainland China, combined art, retail, and coastal experiences into a landmark cultural-commercial destination. Throughout the city, retail, tourism, and cultural activities were deeply integrated, showcasing Shenzhen’s innovation and appeal as a dynamic urban destination.