The 2026 National Summer Cultural and Tourism Consumption Season has officially commenced. The initiative, launched by the Ministry of Culture and Tourism with a main event in Qinghai on July 8th, aims to organize regions across the country to roll out special cultural and tourism activities and consumer-friendly 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 the general public and tourists. The summer 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 consumer benefit measures covering areas such as sightseeing, summer retreats, travel, and event attendance.

Key announcements at the main launch event included the release of the "Travel with Events" 2026 Summer National Youth Events Directory by the General Administration of Sport, summer transport and cultural tourism benefit initiatives from the Civil Aviation Administration of China, a summer retreat map and stargazing guide from the China Meteorological Administration, and payment discounts from China UnionPay offering instant reductions on scenic spot tickets and hotel/voucher consumption coupons.

Throughout the summer consumption season, localities will focus on popular demand areas like summer retreats, coastal vacations, night-time economy, cruise and yacht tours, family entertainment, study tours, intangible cultural heritage and cuisine, and museum visits. They will increase the supply of high-quality cultural and tourism products.

Over 30,000 cultural and tourism consumption activities are planned nationwide, supported by the distribution of consumer vouchers and other subsidies exceeding 4.5 billion yuan. These efforts are designed to help residents and tourists enjoy their summer holidays and travel experiences.

As the host province for the main event, Qinghai will focus on its core summer attraction of "viewing snow-capped mountains in Qinghai." The province will launch 16 "Tree of Life" themed routes, 5 premium self-drive itineraries, and 4 routes along the "Clear Yellow River" tourism belt, connecting the province's high-quality natural landscapes and cultural sites.

Additionally, Qinghai will conduct a "Qinghai Family Feast" promotional campaign and distribute 20 million yuan worth of cultural and tourism consumption vouchers applicable to scenarios including entrance tickets, accommodation, tour packages, and transportation.