Entering the summer season, students from primary, secondary, and tertiary schools are taking leave one after another, and the annual leave of employees is relatively concentrated. The reporter learned from the Ministry of Culture and Tourism and several travel agencies that this summer will see a peak in tourism. Long term domestic and outbound travel bookings are hot, with a significant increase in demand for summer vacations, parent-child tours, study tours, cultural tours, and more. Tourists are more inclined to choose high-quality tourism products with deep experiences and distinctive features. To meet the needs of the public, the Ministry of Culture and Tourism will collaborate with multiple regions to launch a series of tourism products and themed routes, enriching the summer supply. Summer leisure is rich in the scorching summer, and it is the first choice for many people to travel. Various summer leisure activities such as forest strolling, grassland galloping, water cooling, bamboo rafting, and lake sightseeing are welcomed by tourists. According to Ctrip statistics, the order volume of tourism products related to summer vacation, such as group tours, free travel, and scenic spot tickets, has increased by more than twice year-on-year. Among them, the order volume of grassland, lake, drifting, and water park tourism products increased by more than 20% year-on-year, and the order volume of waterfall tourism products increased by more than 40% year-on-year. Regions such as Ili in Xinjiang, Dali in Yunnan, Hulunbuir in Inner Mongolia, Aba in Sichuan, Xishuangbanna in Yunnan, Kashgar in Xinjiang, Altai in Xinjiang, and Yanbian in Jilin, which combine good ecology, climate, and ethnic minority customs, are popular for summer tourism this year. Tourists can cool off in the beautiful nature and also experience the unique clothing and cuisine of ethnic minorities, providing a variety of leisure experiences. The TV series "My Altay" has continued the tourism boom in the Altay region into the summer. According to data from Xiaozhu Homestay Platform, the pre order volume of summer homestays in Altay region increased by 61% year-on-year. According to the person in charge of Tuniu Tourism Network, leisure and summer vacations in Sanya, Guilin, Lijiang, Zhangjiajie and other places are highly favored in terms of tourism product selection. Hiking has become a relaxing way for some tourists to travel, with niche hiking products such as Xishuangbanna Tropical Rainforest Hiking, Haba Snow Mountain Hiking Camping, and Zhonghu Jumping Gorge Camping experiencing a peak in bookings during the summer. During the colorful summer of parent-child education, there is a particularly strong demand for parent-child travel. According to data from Tuniu Tourism Network, among summer travel users, the proportion of parent-child tourists is nearly 40%. Beijing, Sanya, Guilin, Shanghai, Hulunbuir, Nanjing, Zhangjiajie, Guangzhou, Zhuhai, and Qingdao are popular destinations for parent-child tourism. The number of bookings for local theme parks, waterfront entertainment, and educational tourism products has significantly increased. The study tour that combines education and entertainment has always been popular. According to data from the Xiaozhu Homestay platform, as of the end of June, the search volume for keywords such as study tours, museums, aquariums, and amusement parks increased by 281% compared to the same period last month. Due to the exhibition of ancient Egyptian civilization, the Shanghai Museum has become the "top stream" in recent museum research tours, attracting many tourists. The Silk Road research tour of Danxia in Zhangye+Mogao Grottoes in the Mogao Grottoes of Dunhuang, the exploration tour of Jiuzhaigou Valley Scenic and Historic Interest Area+Giant Panda Base+Sanxingdui Museum and other experience rich research tour products are popular, allowing students to gain knowledge and fun in the journey. According to Ctrip data, the order volume of summer parent-child study tours increased by 70% year-on-year. Beijing, Shanghai, Qinghai, Gansu, Sichuan, Inner Mongolia, Ningxia, Guizhou, Yunnan, Xinjiang and other popular destinations for parent-child study tours are currently sold out for some popular routes. With the arrival of graduation season in major universities and the release of high school and college entrance examination results in various regions, the "graduation journey" has also begun. Some prospective college students will visit cities where universities are concentrated, such as Beijing, Shanghai, Guangzhou, Wuhan, Xi'an, Nanjing, and Tianjin, for a visit. Many college graduates like to take a trip to China-Chic. The China-Chic experience tour, such as Quanzhou hairpin flower and Luoyang Hanfu, is very popular. The summer bookings of Quanzhou B&B increased by 95% compared with last year. The popularity of inbound and outbound tourism ranges from African grasslands to tropical rainforests in South America, from Olympic and European Cup venues to Southeast Asian islands, all of which are favored destinations by Chinese tourists. Outbound tourism will also enter its peak season during the summer. According to the analysis of Qunar Big Data Research Institute, this summer's outbound tourism has shown a trend of "increase" in quantity and "decrease" in price. As of now, the summer international ticket issuance volume of the platform has increased by 1.5 times year-on-year, and the demand for outbound travel is very strong, which is expected to basically recover to the level of 2019. Some visa free countries have high tourism popularity, with Malaysia, Singapore, the United Arab Emirates, and Qatar expected to exceed the level of summer tourism in 2019. The booking popularity in Hong Kong and Macau, China continues to rise. The person in charge of Tuniu Tourism Network introduced that on the basis of the original exquisite small group, a new study tour product has been launched, covering visits to higher education institutions such as the Hong Kong University of Science and Technology and the University of Macau, as well as in-depth experiences of cultural attractions such as the Palace Museum and the Hong Kong Intangible Cultural Heritage Center. Japan, South Korea, and Southeast Asia are still popular destinations for outbound tourism, while long-term destinations such as the United States, the United Kingdom, Australia, France, and Italy also have high geothermal activity. According to Ctrip data, sports events such as the Paris Olympics and the European Championship have significantly increased the number of tourist orders to Europe. The summer tourism order volume in France increased by 80% year-on-year, while the charter tour order volume increased by over 50% year-on-year. The number of tourism orders in Germany has increased by more than 1.5 times year-on-year. Compared with last year, Saudi Arabia, Austria, Türkiye, Croatia, Morocco, Germany, Hungary, Tanzania, Kazakhstan and other countries saw a higher increase in outbound travel orders this summer. In addition, with the opening of direct flights, long-term destinations such as Brazil, Mexico, Peru, Argentina, Colombia, and Cuba have also entered the view of Chinese tourists, with summer orders increasing by over 80% year-on-year. In addition, summer inbound tourism will continue to grow. Under the influence of favorable factors such as visa free policies and payment facilitation, overseas social media platforms have gradually formed a "ChinaTravel" craze, attracting many foreign tourists to China. According to Ctrip statistics, summer inbound tourism orders have doubled year-on-year, and the overall inbound tourism orders for tourists from 14 countries including France, Italy, Germany, Malaysia, and Thailand who can enter China without visas have increased by 1.5 times year-on-year. Shanghai, Beijing, Guangzhou, Chengdu, Xi'an, Shenzhen, Qingdao, Hangzhou, Chongqing, and Kunming are popular cities for foreign tourists. It is reported that the product supply is sufficient. In order to meet public demand and enrich summer supply, the Ministry of Culture and Tourism will launch a series of tourism products and themed routes, and deploy summer cultural and tourism consumption seasons nationwide to increase consumer benefits. In July, the Ministry of Culture and Tourism will hold the main event of the 2024 National Summer Culture and Tourism Consumption Season in Ordos City, Inner Mongolia Autonomous Region, and release activities and high-quality products aimed at benefiting the people nationwide. The General Administration of Sport of China will release the "Travel with Events" summer competition directory, and relevant supporting units will release the "Summer Vacation and Summer Vacation Good Places", "Travel with Performances", "Travel with Delicious Food" summer tourism online zone and measures to benefit the people. According to preliminary statistics, more than 4000 cultural and tourism consumption activities, approximately 37000 sessions, will be held in various regions during the summer, and measures will be introduced to benefit the people, such as distributing consumption vouchers, ticket price discounts, consumption discounts, and discount packages. In addition, scenic spot free tickets and preferential policies will be introduced for middle and high school graduates and college students, and cultural and tourism gift packages will be launched for night tours, summer vacations, study tours, parent-child tours, etc. The Ministry of Culture and Tourism will guide various scenic spots to further enrich their products and improve their quality, providing more choices for tourists to travel in the popular summer tourism market, such as research-based tourism, summer vacation tourism, and rural tourism; Guide various regions to enrich the supply of coastal, water sports, performances, drama festivals, music festivals, concerts, exhibitions, food and summer vacations, theme markets, and other products around consumption hotspots such as summer vacation, parent-child, study, and nighttime, to meet the summer cultural and tourism consumption needs of residents and tourists. At the same time, we will focus on new outdoor formats such as outdoor sports, off-road driving, exploration, RV, camping, starry sky, and entertainment, and promote innovative development of outdoor cultural and tourism consumption scenarios. Cultivate new forms of culture and tourism, innovate consumption scenarios, promote deep integration of culture, tourism and sports, commerce, film and television, health and wellness, and other related fields, launch immersive, interactive, and digital consumption products, better meet the quality, diversity, and personalized consumption needs of the people. (Lai Xin She)