The Global Harbor towers are illuminated to celebrate the shopping festival. (Photo/Shanghai Daily)

As part of the annual Shanghai Tourism Festival, a celebration named "Waterfront Putuo" was launched in the Global Harbor Mall on Tuesday to boast Putuo's abundant tourism and shopping resources.

The celebration, which runs through all of October, incorporates the major tourism attractions, hotels and cultural venues in downtown Putuo District with evening gala, innovative markets and a series of other events.

"The celebration aims to showcase the image of Putuo, highlight the beautiful scenery along the Suzhou Creek and drive the development of the district's tourism industry," said Zhou Jinfeng, the Party secretary of the Putuo tourism bureau.

The fourth year of the tourism and shopping celebration is themed on "eat, play, shop and show off" with new experiences to attract both tourists and locals.

Pop group Vocal Force and a new idol music team ACEMAX-RED performed at the opening ceremony at the south plaza of the Global Harbor, the largest shopping mall in downtown Shanghai. During the event, the M50 university students' entrepreneur market will make its debut, where the young business wannabes showcase traditional handicrafts and interact with tourists.

The major attractions in Putuo will offer discounts on the admission tickets during the festival to entice customers.

At the Changfeng Ecologic Business Zone, along the Suzhou Creek, visitors can tour around the newly opened white whale and art aquariums at the Changfeng Ocean World or let their children be inspired at the Legoland Discovery Center.

A series of events, including a children's painting competition about the Suzhou Creek and a domino exhibition will be held at the Bailian Zhonghuan Commerce Plaza to further promote tourism resources along the creek.

A batch of patriotism activities have also been planned for children. The Legoland Discovery Center, for instance, will organize children to build up China's national flag with Lego bricks at the Joy City Mall. Classic patriotism stage dramas will be held at the Red Star Macalline Experience Center. The Shanghai Textiles Museum, on the south bank of the creek, will hold an exhibition about the traditional Chinese clothing of the Zhuang Minority.

One of this year's highlights is a shopping festival, which will run until October 8. A large number of local gourmets have been rushing to the Global Harbor Mall where around 50 local eateries have opened temporary stalls together.

The "food carnival" allows residents to taste most of the local wanghong restaurants, or "web celebrity restaurants," at a single site without waiting for hours, said Luo Gaofei, vice director of the district's commerce commission.