Sustainable Development of Internet-Famous Destinations: The Case of Wukang Road, Shanghai

Internet-famous check-in destinations, propelled by social-media traffic, have become a defining feature of contemporary urban tourism in China, yet their rapid popularity often collides with the carrying capacity of historic neighborhoods. Taking Wukang Road in Shanghai as a case, this article examines the problems that threaten the sustainable development of such destinations and proposes countermeasures. Drawing on academic studies and official sources, it identifies four intertwined problems: excessive visitor flows and overtourism pressures, disturbance to residents’ everyday life, commercial gentrification and landscape homogenization, and strain on the environment and public services. The article argues that sustainability requires a shift from traffic-driven check-in consumption to place-based, resident-centered governance. Accordingly, it recommends managing visitor flows and destination capacity, adopting participatory governance through multi-stakeholder conventions, protecting everyday life and authentic commerce, diversifying the experience beyond the check-in, and strengthening data-driven regulation. The Wukang Road case offers transferable lessons for other internet-famous destinations seeking to balance popularity with long-term vitality.