The national summer cultural and tourism consumption season for 2026 has officially commenced.

The main event, hosted by the Ministry of Culture and Tourism and organized by the Qinghai Provincial Department of Culture and Tourism, the Xining Municipal People's Government, and the Haibei Tibetan Autonomous Prefecture People's Government, was held in Menyuan Hui Autonomous County, Haibei Prefecture, on July 8.

Throughout the season, which runs from early July to the end of August, regions across the country will introduce special cultural and tourism activities and favorable policies tailored to the summer period.

The goal is to enhance the quality of seasonal cultural and tourism products and services to better meet the travel and consumption needs of residents and tourists during the summer.

The Ministry of Culture and Tourism, in collaboration with relevant departments, businesses, and platforms, will roll out various measures covering areas such as sightseeing, escaping the heat, travel, and event attendance.

At the main event, the General Administration of Sport released the 2026 Summer National Youth Events and Activities Catalog under the "Travel with Events" initiative.

The Civil Aviation Administration of China announced measures for the summer air transport peak and cultural tourism benefits.

The China Meteorological Administration issued a summer cool-weather 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 special "Million Subsidies" campaign, distributing exclusive cultural and tourism coupon packages to tourists.

Damai Entertainment offered discounted sessions for movies, plays, and Livehouse events.

Didi Chuxing launched activities like the "Summer Self-Driving Season," station buses, and spend-and-save promotions.

Meituan provided special summer offers covering hotels, homestays, transportation, attractions, and vacation packages.

HotSnow Miracle distributed ice and snow consumption subsidies to create year-round winter experiences.

During the season, localities will focus on popular demand areas such as summer cool-weather getaways, coastal vacations, night-time economy, cruises and yachting, family entertainment, study tours, intangible cultural heritage cuisine, and museum visits.

They plan to increase the supply of high-quality cultural and tourism products, host over 30,000 consumption events, and distribute more than 450 million yuan in consumption vouchers and subsidies to help residents and tourists enjoy their summer holidays and journeys.

As the host province for the main event, Qinghai will focus on its core summer attraction of viewing snow-capped mountains.

It will launch 16 "Tree of Life" themed routes, 5 premium self-driving tours, and 4 routes along the Clear Yellow River tourism belt, connecting the province's high-quality natural landscapes and cultural sites.

Qinghai will also conduct a "Qinghai Family Feast" promotion campaign and distribute 20 million yuan in cultural and tourism consumption vouchers applicable to tickets, accommodation, tour packages, and transportation.