Chinese tourists are passionate explorers. They seek out cultural heritage, wander through museums, embrace outdoor adventures, savor local flavors, talk with residents and share their journeys on social media platforms.

This growing enthusiasm for domestic travel has been met with governmental support.

The Ministry of Culture and Tourism kicked off a promotion campaign to mark the 15th China Tourism Day, which is celebrated each year on May 19, with a series of themed activities and public benefit initiatives.

The main event will be held in Ninghai county, Ningbo, Zhejiang province. Parallel activities will be held in regions across the country to showcase local characteristics.

Events in Ningbo will include theater performances, an exhibition about Chinese explorer and geologist Xu Xiake (1587-1641), and a fair dedicated to the city's intangible cultural heritage and cultural creative products.

By the end of May, some 6,000 beneficial measures for tourists will be put into place, with over 1 billion yuan ($137 million) in subsidies provided by 60 entities such as Meituan and the H World Group.

Tourist attractions, travel agencies, hotels, homestays, theaters and performance groups will introduce special offers, discounts on tickets and packages, and will hand out culture and tourism coupons.

"The measures are designed to ignite public enthusiasm and unleash tourism consumption potential, and cover dining, lodging, transportation, sightseeing, shopping, entertainment and learning," Li Xiaoyong, an official from the ministry, tells a news conference.

He explains that "learning" refers to bookstore subsidy vouchers to be issued to stimulate purchases, while libraries, cultural centers and art museums will also extend their opening hours and organize activities.

Wang Wei, senior vice-president of leading online travel agency Trip.com Group, says that the platform uses data analysis and smart algorithms to recommend personalized travel options.

Tourists can purchase discounted attraction tickets, group tours, and packages for hotels, dining and transportation.

According to Ying Jianyong, director of the Ningbo bureau of culture, broadcast, television and tourism, Zhejiang has implemented a series of policies to make travel more affordable, elevate quality and improve accessibility.

For example, tourists can enjoy special discounts while traveling in the province in May, as well as take part in events such as a music festival and bird-watching activities.

"The campaign will also step up promotion of inbound tourism," Li says.

The ministry will work with authorities to improve inbound travel, diversify offerings and promote national tourism brand worldwide. Local authorities will also improve the inbound tourism ecosystem with facilitation measures and innovative offerings.

For example, Alipay will offer each inbound visitor combined vouchers of up to 700 yuan that can be used to cover air and train tickets, and hotels, and will make its platform more accessible.

In the first quarter, foreign visitors made about 17.44 million border crossings, up 33.4 percent from the same period in 2024, according to data from the National Immigration Administration.

"We will promote China Tourism Day through integrated online-real life campaigns around the world, sending a clear message that China welcomes visitors," Li says.