The main venue event for China’s 2025 National Summer Culture and Tourism Consumption Season was held in Qingdao, Shandong Province on the 30th. Across China, over 570 million yuan (335 million MYR) in consumption subsidies will be distributed to further benefit consumers.
According to Xinhua News Agency, China’s Ministry of Culture and Tourism will hold the nationwide Summer Culture and Tourism Consumption Season from July to August with the theme “Culture and Tourism Benefits for the People, Sharing a Beautiful Life.” During this period, various localities in China will launch public welfare measures such as consumption vouchers, ticket discounts, spending rebates, and package deals, issuing over 570 million yuan in consumption subsidies to enhance the benefit to consumers.
In addition, regions will focus on popular summer cultural and tourism consumption hotspots such as staying cool, seaside vacations, watching performances and plays, visiting markets and exhibitions, family fun, and nighttime spending, by launching a wide variety of seasonal cultural and tourism products and activities, hosting more than 4,300 cultural and tourism consumption events with around 39,000 sessions.
It is reported that the Department of Industrial Development of the Ministry of Culture and Tourism has coordinated with relevant institutions to launch a series of consumption-promoting activities and public welfare measures. At the main venue event, the Civil Aviation Administration of China released summer airline passenger service benefit measures; the China Meteorological Administration announced 16 featured summer getaway travel routes and cultural tourism events; financial institutions such as China UnionPay, Agricultural Bank of China, Bank of China, China Construction Bank, and Industrial Bank introduced cultural and tourism consumption financial offers; enterprises such as Sinopec and Damai Entertainment launched online and offline integrated cultural and tourism activities and consumer benefit measures for the summer season.
Previously, the Chinese government made boosting consumption a top priority for the year. At the Summer Davos Forum in Tianjin and at the 10th Council Annual Meeting of the Asian Infrastructure Investment Bank in 2025, Chinese Premier Li Qiang stated that the government is promoting China’s transformation into a “super-sized consumption power,” and noted that this will enable China to continue serving as a main engine for global economic growth.