China launches summer travel campaign with $66 million in subsidies

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A match takes place in the men's division of the 2026 Guizhou Taijiang Water "Village BA" Invitational Tournament on July 8, 2026. /VCG

Visitors enjoy a cultural performance at Shiban Street in Huaibei, Anhui Province, on June 10, 2026. /VCG

Tourists crowd Qianmen Street in Beijing during the summer travel peak on July 6, 2026. /VCG

Visitors take part in immersive cultural tourism experiences at Huixiu Scenic Area in Huangshan, Anhui Province, on July 8, 2026. /VCG

China has launched its 2026 summer culture and tourism consumption season with a nationwide campaign aimed at boosting travel during the peak holiday months.

The Ministry of Culture and Tourism launched the summer campaign at an event in Qinghai Province, and it will run until the end of August. Local governments are rolling out a host of summer events, travel discounts, and new tourism products.

This summer, travelers will find a wider range of options, from mountain escapes and beach trips to family activities, museum visits, and local food experiences. More than 30,000 culture and tourism events are planned across the country, and over 450 million yuan (about $66 million) in travel vouchers and other subsidies will be made available.

Qinghai, which hosted the launch event, is promoting new scenic and self-drive routes that highlight its mountains, rivers, and cultural attractions. The province will also offer 20 million yuan in tourism vouchers for tickets, accommodation, tour packages, and transportation.

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