The 2026 National Summer Cultural and Tourism Consumption Season has officially commenced, with a primary event held in Qinghai on July 8th. The initiative, organized by the Ministry of Culture and Tourism, aims to coordinate regions across the country in launching distinctive cultural and tourism activities and public-benefit measures 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.

This 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 government departments, enterprises, and platforms, is rolling out a range of public-benefit measures covering sightseeing, summer retreats, travel, and event spectating.

Key announcements at the main event included the release of a national directory of youth sports events for the 2026 summer under the "Travel with Events" theme by the General Administration of Sport. The Civil Aviation Administration of China unveiled measures for the summer travel peak and cultural tourism benefits. The China Meteorological Administration issued a summer retreat map and stargazing guide. China UnionPay introduced payment discounts, including instant reductions on scenic spot tickets and consumption vouchers for hotels and homestays.

Throughout the season, localities across the country 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 visits. They plan to increase the supply of high-quality cultural and tourism products, host over 30,000 consumption-related events, and distribute consumption 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.

Qinghai Province, the host location for the main event, will center its offerings around the core attraction of "viewing snow-capped mountains in Qinghai during summer." The province will launch 16 "Tree of Life" themed routes, 5 premium self-driving tours, and 4 routes along the "Clear Yellow River" tourism belt. These initiatives are designed to connect the province's high-quality natural landscapes and cultural sights. Additionally, Qinghai will promote a "Qinghai Home Banquet" campaign and distribute 20 million yuan worth of cultural and tourism consumption vouchers applicable to tickets, accommodation, tour packages, and transportation.