China officially launched its 2026 National Summer Culture and Tourism Consumption Season on July 8, rolling out a nationwide campaign featuring more than 30,000 cultural and tourism events and over 450 million yuan ($66.2 million) in consumer subsidies to boost summer travel and spending.
The Ministry of Culture and Tourism kicked off the campaign at its main venue in Qinghai province. Running from early July through the end of August, the initiative encourages local authorities nationwide to introduce themed tourism activities and consumer incentives and to expand the supply of high-quality seasonal tourism products and services.
The ministry has joined hands with government agencies, businesses and online platforms to offer a wide range of discounts and promotions covering sightseeing, summer escapes, transportation, and sports events.
At the launch ceremony, the General Administration of Sport of China unveiled its 2026 summer catalog of youth events under the “Travel with Sports Events” campaign, encouraging travelers to combine vacations with sports competitions.
The Civil Aviation Administration of China announced air travel and tourism promotions for the summer peak season, while the China Meteorological Administration released a national map highlighting popular destinations for escaping the summer heat, along with a stargazing guide.
Financial and technology companies also introduced travel-related incentives. China UnionPay will offer discounts on admission tickets to scenic attractions and vouchers for hotels and homestays. Alipay launched a special campaign distributing travel coupon packages backed by subsidies totaling 1 million yuan.
The Damai Entertainment platform is offering discounted tickets for movies, theater performances and live music shows. Ride-hailing platform Didi introduced promotions for self-driving trips and shuttle bus services, while Meituan rolled out summer discounts covering accommodation, transportation, attractions, and vacation packages.
During the consumption season, local governments will focus on products and experiences tailored to summer demand, including cool-weather destinations, coastal vacations, the nighttime economy, cruise and yacht tourism, family-friendly entertainment, study tours, intangible cultural heritage-themed cuisine, and museum visits.
The host province, Qinghai, will highlight its signature “Come to Qinghai to See Snow Mountains in Summer” tourism brand. It plans to launch 16 themed itineraries centered on the “Tree of Life” concept, five premium self-driving routes and four routes along the Yellow River tourism belt, linking the province’s mountain landscapes, ecological resources and cultural attractions.
The province will also promote its “Qinghai Family Banquet” culinary program and distribute 20 million yuan in tourism vouchers covering admission tickets, accommodation, tour packages, and transportation.
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