QINGDAO -- A promotional campaign focusing on culture and tourism consumption during the summer holiday kicked off on June 30 in Qingdao, a coastal city in east China's Shandong Province.

Over 39,000 cultural tourism consumption events will be launched across the country from July to August to unleash consumption potential.

Covering more than 4,300 consumption categories, these events will be held during the typical peak season for traveling and consumption, along with favorable measures for consumers, such as the provision of coupons, discounts, and cheaper package deals. The total amount of consumption subsidies will exceed 570 million yuan (about 80 million U.S. dollars).

The campaign will feature an array of tourism activities for tourists to escape the heat, including opera performances, exhibitions, night tours and study travels.

Qingdao City, where the main event of the campaign was hosted, is also gearing up for a substantial surge in travel and tourism as the bustling summer vacation season has already begun.

By tapping into its coastal tourism resources, Qingdao has created a range of new marine tourism products. A multi-stop maritime tourism network has been established, which is jointly operated by 63 local passenger transport companies, offering routes such as "night cruise in Fushan Bay of Qingdao."

The summer holiday that spans July and August each year is a peak season for domestic tourism, especially among families with children. Data from online travel platforms showed that domestic trips during this summer holiday, judging by current bookings, will increase by at least 30 percent year on year.