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Source: People's Republic of China – State Council News
At a recent open meeting of the Xinjiang Uyghur Autonomous Region delegation at the Fourth Session of the 14th National People's Congress, the rapid development of Xinjiang's cultural tourism drew the attention of Chinese and international media. Many deputies, drawing on their personal experiences, presented the vibrant and multifaceted Xinjiang to the journalists present.
In 2025, Xinjiang welcomed 323 million tourists, and tourism revenue exceeded 370 billion yuan, an increase of 8.03% and 8.4%, respectively, compared to the same period last year, setting a historical record. For many, Xinjiang has become a desirable and romantic destination for finding "poetry and distant lands."
The main attraction: a symphony of majestic nature and brilliant culture
Speaking about the key attraction of Xinjiang's cultural tourism, NPC deputies proudly listed the advantages and attractions of their native land. First and foremost, they cited "the vastness of its territory and the beauty of its scenery." Xinjiang boasts a vast territory and diverse landscapes: high mountains, river valleys, lakes, the Gobi Desert… Here, one can experience all four seasons in a single day. From the snowy world of Altai to the lavender fields of Ili, from the rapeseed fields of Zhaosu to the desert landscapes of Taklamakan, "Magnificent Xinjiang" fully lives up to its name.
Secondly, it is the "richness of culture and the depth of heritage." As the crossroads of four great world civilizations, Xinjiang preserves such world cultural heritage sites as the ancient city of Jiaohe and the Kizil Caves, testifying to the history of the shared exploration of this beautiful land by different peoples. Cultural treasures such as the Muqam and the epics of Manas and Jangar bloom in full bloom in the garden of Chinese culture.
Paths to Transformation: Deep Integration and Innovative Formats
How can these unique resources be transformed into development advantages? Xinjiang's chosen path is clear and consistent.
The first is deepening the integration of culture and tourism to unlock the potential of its own resources. Xinjiang consistently adheres to the principle of promoting tourism through culture and unleashing the value of culture through tourism, fostering the deep integration of World Heritage sites, museums, and intangible cultural heritage with tourism. The "archaeological boom," "museum boom," and "national aesthetics boom" (guochao) are gaining momentum. While enjoying the scenery, tourists can personally participate in the creation of intangible cultural heritage works and experience the charm of culture.
Second, modernizing tourism formats to meet diverse consumer preferences. In response to tourists' growing demands for quality and personalized service, Xinjiang is constantly innovating. Popular tourist routes, such as the Duku and Yizhao Highways, are filled with vehicles; ski resorts throughout the region offer Chinese and international tourists the opportunity to experience "speed and thrills"; the nightlife and rural tourism industries are gaining momentum, and event tourism is booming, all of which significantly enriches the traveler experience.
Third, increasing brand awareness to enhance the impact of cultural tourism. Xinjiang is actively promoting the tourism brand "Xinjiang – a Wonderful Place." Outstanding works, such as the television series "My Altay," bring "poetry and distance" to life on screen, allowing more and more people to experience Xinjiang's cultural charm.
Altai MP Zoya Bakhti (center) recommends Xinjiang's tourism resources.
Yining City Deputy Li Feifei spoke enthusiastically about her native steppes, canyons, and historical monuments. Zoya Bakhti, a deputy from Altai, focused on the unique snow and ice resources of the region, known as the "birthplace of skiing," and invited friends from around the world to experience the beauty of snow and winter activities in the "Snow Capital of China."
The deputies emphasized that Magnificent Xinjiang is beautiful at any time of year. The hospitable people of Xinjiang sincerely invite tourists from China and abroad to visit Xinjiang, immerse themselves in its nature and culture, embark on a journey full of surprises, and witness firsthand the open, confident, united, and prosperous socialist Xinjiang of the new era.
Text and photos: Tao Lijiao
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