The Ministry of Culture and Tourism has officially inaugurated the 2026 National Summer Cultural and Tourism Consumption Season with a main event held in Qinghai on the 8th. The initiative is designed to coordinate efforts across various regions to roll out distinctive cultural and tourism activities and public-benefit measures tailored for the summer period. The goal is to enhance the quality of seasonal cultural and tourism products and services, thereby better meeting the summer travel and cultural consumption needs of residents and tourists.
The summer cultural and tourism consumption season will run from early July through the end of August. During this period, the Ministry of Culture and Tourism, in collaboration with relevant departments, enterprises, and platforms, will introduce a series of public-benefit measures covering areas such as sightseeing, summer retreats, transportation, and event spectating.
At the main event, the Civil Aviation Administration of China announced measures for the summer travel rush and cultural tourism benefits. The China Meteorological Administration released a summer retreat map and stargazing guide. China UnionPay launched payment promotions, including instant discounts on scenic spot tickets and consumption vouchers for hotels and homestays. Alipay introduced a "Million Subsidies" special campaign, distributing exclusive cultural and tourism discount coupon packages to tourists. Damai Entertainment offered discounted sessions for movies, stage plays, and other events. Didi Chuxing launched activities like the "Summer Self-Driving Season" and station bus services, along with spend-and-save promotions. Meituan rolled out summer specials covering hotel and homestay bookings, transportation, scenic attractions, and tourism packages.
Throughout the summer cultural and tourism consumption season, various regions will focus on popular demand areas such as summer retreats, coastal vacations, night-time economy, cruise and yacht tours, family entertainment, study trips, intangible cultural heritage and cuisine, and museum tours. Efforts will be made to increase the supply of high-quality cultural and tourism products. More than 30,000 cultural and tourism consumption events are planned, alongside the distribution of over 4.5 billion yuan in consumption vouchers and other subsidies. These initiatives aim to help residents and tourists enjoy their summer holidays and have wonderful travel experiences.