China's Ministry of Culture and Tourism launched the nationwide 2026 May Day Culture and Tourism Consumption Week at a media briefing in Beijing on Monday, rolling out a series of measures to boost holiday travel and spending.
The campaign will run from late April through the end of the May Day holiday. Authorities across the country have been mobilized to introduce a wide range of affordable tourism products, public-oriented activities, improved services and preferential measures to better meet residents' holiday leisure and consumption needs.
The ministry says that it is working with enterprises and institutions to provide diversified benefits during the period. At the event, the National Climate Center of the China Meteorological Administration released a nationwide flower-viewing tourism map for the holiday. China Petrochemical Corp announced promotional measures to encourage self-driving travel, while China Mobile introduced themed offers aimed at enhancing rural travel experiences.
Major financial institutions, including the Industrial and Commercial Bank of China and the Agricultural Bank of China, have launched holiday consumption campaigns featuring discounts and promotional activities related to cultural and tourism spending. Amap, a leading Chinese digital map provider, has also introduced special holiday travel deals.
Industry associations and travel platforms are joining the initiative. The China Tourist Attractions Association will organize a tourism consumption season, coordinating nearly 200 events across scenic areas during the holiday. The China Association of Performing Arts is promoting key performances and related travel offerings for the holiday period, and the domestic travel company Tongcheng Travel has launched a themed campaign featuring destination-based consumer subsidies.
During the consumption week, regions nationwide will tap into seasonal travel trends such as spring outings, flower viewing, family-friendly activities and study tours, and develop tailored cultural and tourism products and events.
Authorities expect to organize about 13,700 cultural and tourism consumption activities and distribute more than 284 million yuan ($41.59 million) in consumer vouchers and subsidies, offering residents and tourists a broader range of options for holiday travel and leisure.
