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.