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Source: People's Republic of China – State Council News
URUMQI, November 16 (Xinhua) — The snow-capped mountains in northwest China's Xinjiang Uyghur Autonomous Region (XUAR), bathed in winter sunshine, sparkled as skiers gracefully arced down their glittering slopes. "I'm amazed by the sun and snow here. The first run of the new season was simply amazing," exclaimed Wang Yifan, a skier from Beijing.
This scene unfolded at the recently opened Jikepulin International Ski Resort in Altay County, one of Asia's largest ski resorts and a longtime magnet for winter sports enthusiasts. However, the charm of this vast region extends far beyond its pristine white winters.
Beautiful in spring and summer, charming in autumn and winter, Xinjiang has become an incredibly popular tourist destination, said Chen Weijun, first vice-president of the Xinjiang Uygur Autonomous Region.
Official data show that over 300 million tourists visited Xinjiang in 2024. In the first three quarters of 2025 alone, approximately 260 million people visited, an 8.4 percent increase over the same period last year, with tourism revenue exceeding 302 billion yuan (approximately $43 billion).
Xinjiang's landscape, dubbed a "world-class geographic museum," is a vibrant mix of colors, including the white of glaciated peaks, the green of forests and meadows, the blue of rivers and lakes, and the yellow of vast deserts.
In Bachu County, once-dead poplar forests in dry riverbeds are now re-emerging. Along with vibrant wetlands, they've become a natural habitat for wildlife, thanks to the local government's dedicated conservation efforts. "This journey from the lush plains to the majestic Gobi Desert was more than just a visual shock. I felt life move on. It was an unforgettable experience," shared Fan Hongli, a tourist from Henan Province (central China).
Xinjiang's cultural life rivals its natural splendor. A constant stream of events, such as the folk festival, the Taklamakan Rally, culinary festivals, and concerts, ensure a busy schedule year-round. Community events, such as the Village Super League and Village Basketball Association tournaments, further promote cultural tourism in the region.
In southern Xinjiang, tourists visiting sites such as the ancient city of Kashgar, the old town of Kuka, and Turpan experience diverse ethnic cultures and local delicacies.
The vastness of Xinjiang, which accounts for one-sixth of China's territory, once presented challenges for travelers. However, rapid infrastructure development is rapidly changing this. For example, thanks to the Altay-Hemu Highway, travel time from Altay to Hemu has been cut in half, to three hours. Meanwhile, a new expressway linking the regional capital, Urumqi, with Weili County is expected to open by the end of the year, cutting the travel time between the two points from seven hours to approximately three.
"Tourism infrastructure is constantly improving, and new travel opportunities are constantly emerging," said Chen Weijun. Industry experts note that Xinjiang is currently leading China in emerging tourism trends, such as self-guided tours, snow and ice tourism, and specialized adventure travel. According to travel platform Trip.com, bookings for self-guided tours in northern Xinjiang increased 88 percent year-on-year during the National Day holiday this year.
Xinjiang's appeal is also growing internationally. Thanks to China's policies that simplify visa processing, payment, and accommodation for incoming tourists, inbound tourist arrivals to the region from January to October of this year totaled 2.12 million (a 6 percent year-on-year increase), with inbound tourism revenue reaching $13.5 billion (a 6.55 percent increase), according to the regional Department of Culture and Tourism.
"Many foreigners come with a 'test it out' attitude, wanting to see if Xinjiang matches the descriptions in some Western media," said Yang Fuqiang, a researcher at the Xinjiang Academy of Social Sciences.
Fabian Giller from Germany, for example, visited Urumqi, Kashgar, and Turpan and found his preconceptions unfounded. "I was most concerned about transportation and communications, but I found these concerns completely unnecessary. Taxi apps work just like in Shanghai or Beijing, hotel reservations are easy, and the staff are professional," he shared, recalling pleasant interactions with vendors at the bazaar, where he even learned a few phrases in Uyghur.
Chen Bianxia, an English-speaking tour guide with nearly twenty years of experience, noted a significant increase in the number of foreign tourists arriving in Xinjiang, especially between June and September this year, with tourists from Southeast Asia making up the largest group. Liang Changhong, general manager of the Xinjiang branch of China CYTS Tours Holding Co., Ltd., noted that while tourists from Southeast Asia prefer natural landscapes and increasingly choose independent travel, European and American tourists are drawn to the historical heritage of the ancient Silk Road.
Looking ahead, Xinjiang Uygur Autonomous Region (XUAR) has ambitious plans. A development plan aimed at further boosting the region's tourism sector between 2025 and 2030 aims to increase the annual number of tourists to over 400 million by 2030, achieving a combined revenue of one trillion yuan in culture, tourism, and sports, and creating over 1.5 million jobs.
"Xinjiang is open, and the people here are hospitable," said Erkin Tuniyaz, Chairman of the People's Government of the Xinjiang Autonomous Region. "We are ready to provide maximum convenience to our friends from other regions of China and from abroad so that they can experience the real Xinjiang and appreciate its beauty." -0-
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