Historical Review of Float Parade in Shanghai Tourism Festival

The float parade of Shanghai Tourism Festival was founded on 1990. The early floats stopped at famous landmarks in Shanghai, which was the earliest form of festival tourism in China at that time. Since 2000, the design and production of floats have begun to express the image of exhibitors with far-reaching implications, brand-new ideas and colorful lights. The golden South China float chosen by Yunnan Provincial Tourism Bureau expresses that the people of Yunnan are actively forging ahead in the strategy of developing the central and western regions and welcome guests from all corners of the country with a brand-new attitude; The floats in Xitang Water Town of Jiashan are characterized by their simple and unique verandah shapes. The float of Suzhou Amusement Park takes the park mascot Sudi Lion as the overall image, symbolizing that Suzhou Amusement Park will join hands with friends from all over the world to enter the new century. The float of Shanghai Mobile is like a huge basket, which symbolizes the rapid development and wide application of modern communication technology in the next century. At that time, in addition to the opening ceremony parade, floats will also travel through the Bund, Nanjing Road, Huaihai Road, Xujiahui Road, Sichuan Road, Zhang Yang Road, Dongfang Road and other busy sections during the one-month tourism festival. At the same time, a long procession of floats will enter residential areas, so that ordinary people can directly watch the wonderful float performances without leaving home, and make the tourism festival closer to the general public. In addition, during the National Day two weeks before the Tourism Festival, domestic and foreign tourists and the general public can see the floats in the theme parks of the Tourism Festival, such as Shanghai City that Never Sleeps, Lu Xun Park and Pudong Century Park.

200 1 floats from wuzhen, Xitang, Tongli and Zhujiajiao, the famous towns in the south of the Yangtze River, and the unique charm of floats from Changzhou Dinosaur Park in Jiangsu, Hengdian Film and Television City in Zhejiang and Anji, the first bamboo town in China; Twenty floats with unique customs and beautiful scenery from Yunnan, Guilin and other places came from afar and gathered in Shanghai. Floats full of tourist characteristics are displayed in the top ten open-air squares in Shanghai's commercial streets, downtown and suburban counties, and citizens and tourists enjoy them in front of colorful mobile travel booths. In the same year, the organizing committee of Shanghai Tourism Festival invited experts from the organizing committee of Notting Hill Carnival in Britain and celebrities from Shanghai arts and crafts circles to form a jury, and * * * selected a number of professional awards such as the creative prize and the production prize of floats; Coupled with audience voting, citizens can choose the "most popular award" through newspapers and the Internet.

As the organizer, the Office of the Organizing Committee of Shanghai Tourism Festival actively draws on the experience of foreign festivals, such as the Rose Parade in Pasadena, Hong Kong and Sydney. And the shape of the float is constantly improving, and the theme expressed is also advancing with the times. Combined with the Shanghai Tourism Festival, with the theme of "Four Seasons Meet in Shanghai", a float parade is held during the Tourism Festival in mid-September every year.

In 2002, government agencies and enterprises from Australia, France, Greece, Switzerland, Brazil, Japan, South Korea, Thailand, Malaysia, Macao and other countries and regions actively registered, bringing a visual feast of Shanghai culture to Shanghai citizens and tourists at home and abroad. Since 2002, many well-known brands such as Shanghai International Travel Service, China Mobile, Volkswagen International Travel Service, Guangming Group and China UnionPay began to sponsor the float parade of Shanghai Tourism Festival. In the same year, the Shanghai Tourism Festival float parade and appraisal grand prix was founded, and the opening float parade took shape. The annual opening ceremony parade was fixed on Huaihai Road, a famous commercial street. In 2003, 14 floats participated in the parade for the first time, and 13 was a local float in Shanghai. The attraction of the float parade is gradually increasing. In 2004, the scale of floats reached an all-time high of 24 vehicles, and the design and modeling made a great leap. Internal light transmission, LED lighting technology, dynamic lifting device, environmental protection and energy saving, sound effects and other technical means have been added one after another, making the effect of night cruise of floats very obvious. At that time, the float parade of Shanghai Tourism Festival has become one of the distinctive tourism festivals in China, and it is displayed at the opening parade of Shanghai Tourism Festival every September.

In 2005, the domestic festival tourism developed rapidly, the float parade attracted much attention, and the number of overseas floats increased rapidly. Performers began to perform in various districts and introduced colorful float interactive experiences. During the National Day in 2006, floats came to Shanghai F 1 Stadium for display, and then parked in Century Park for the public to watch. In 2007, the number of overseas floats surpassed that of domestic floats for the first time. Performers on floats began to dance and stop waving, which narrowed the distance between citizens and tourists. In 2008, the scope of the float parade was expanded, and the parade team began to approach the Yangtze River Delta tourist destinations such as Huzhou City, Zhejiang Province, Suzhou City, Jiangsu Province and Changshu City, Jiangsu Province. Jiashan County, Zhejiang Province; In 2009, the float was mainly dynamic, with high-quality sound effects, which fully demonstrated the vitality of Shanghai;

On 20 10, the float parade of Shanghai Tourism Festival entered the Shanghai World Expo Park, and the grand parade was reported by domestic and foreign media reporters at that time. 20 1 1 The theme of the float parade in Shanghai Tourism Festival revolves around "Celebrating the city". In terms of theme conception, the selected theme is ideological, artistic and interesting, which not only reflects the spiritual outlook, but also reflects the national and regional culture, folk customs and folk art. 20 12, the float parade revolves around the theme of "Happy and Healthy Tour"; The organizing committee of the 20 13 float parade focuses on the tourist destinations in the Yangtze River Delta region, and the float show moves towards the market trend, facing domestic and foreign tourism enterprises, brands and scenic spots. To show the tourism characteristics and image of exhibitors to Shanghai citizens and tourists at home and abroad. 20 14 The float parade of Shanghai Tourism Festival attracted Shanghai Disneyland and Shanghai Happy Valley for the first time. Focusing on the theme of "smart tourism", it has promoted the development of domestic festival tourism, promoted the sharing and cooperation of tourism resources in the Yangtze River Delta and surrounding areas, and promoted the integration of tourism in the Yangtze River Delta. 20 15 The float parade of Shanghai Tourism Festival will be integrated into the "Belt and Road" strategy under the background of the "Silk Road Tourism Year" of the National Tourism Administration to further promote the festival tourism market.