Xinjiang Uygur Autonomous Region, constituting one sixth of China's total land area, larger than Germany, France, Spain and Portugal combined, is home to snow-capped mountains, awe-inspiring lakes and vast grasslands. It also has thousands of heritage sites, some of which are inscribed on the UNESCO World Heritage List and the UNESCO Representative List of the Intangible Cultural Heritage of Humanity. From the iconic Tianshan Mountains, which are dotted with scenic spots, to traditional performances, Xinjiang offers a host of drawcards for visitors.
There are many picturesque road trips that allow adventurous travelers to get off the beaten path. The Duku Highway, which traverses the Tianshan Mountains, connects north and south Xinjiang with breathtaking views of cliffs, valleys and glaciers. Running 561 km from Dushanzi District, Karamay City, in the north, to Kuche (Kuqa) City, Aksu Prefecture, in the south, it is usually open from mid-June to early October every year, depending on weather conditions. For desert adventures, travelers can explore vast sand dunes and ancient oasis towns by driving along the world's longest desert highway network. Currently, there are three highways, with a combined length of 1,770 km, running across the Taklimakan Desert, China's largest desert and the world's second largest shifting sand desert, from north to south. Well-maintained rest stops, observation platforms and local homestays make road trips both safe and immersive.
Another approach to making the most of this diverse region is taking part in its many seasonal events. In spring, the Tashikuergan (Taxkorgan or Tashkurgan) Apricot Blossom Festival transforms valleys into seas of pink and white flowers. In summer, Nadams showcase traditional Mongolian equestrian sports, including horse racing and mounted archery. These traditional events are held in places with large Mongolian communities such as Bayingolin Mongolian Autonomous Prefecture. In autumn, desert poplar festivals are staged in oasis counties in the Tarim Basin, in which the entire Taklimakan Desert lies. As their leaves turn golden, desert poplars create a dramatic visual spectacle with a striking contrast against the barren landscape and blue skies. Winter brings the Snow Festival, which takes place across Xinjiang, featuring winter sports, ice sculptures and traditional ice-fishing activities. Additionally, sports events such as the Sayram Lake Cycling Race and the Jimusaer (Jimsar) Tianshan Marathon attract enthusiasts to explore Xinjiang's landscapes through dynamic competitions.
Xinjiang's tourism boom is underpinned by strategic investments. High-speed rail connects Urumqi, the regional capital, to major cities in and outside Xinjiang, while upgraded highways make remote attractions accessible. Also, a new terminal at the Urumqi Tianshan International Airport began trial operations in April, helping more than triple its annual passenger and cargo handling capacity. According to official figures, the Central Government has allocated over 12 billion yuan ($1.6 billion) from China's civil aviation development fund to support the airport's long-term development.
Notably, tourism has become a driver of economic growth. Revenue from hospitality and services supports job creation. During the May Day holiday from May 1 to 5, Xinjiang welcomed some 9.19 million domestic and international tourist trips, up 7.34 percent year on year. Spending by tourists totaled 8.92 billion yuan ($1.2 billion), up 10.47 percent year on year. The growing numbers are evidence of Xinjiang's progress in developing tourism as a pillar industry.
Nevertheless, misconceptions about Xinjiang, often fueled by geopolitical narratives, occasionally overshadow its realities. Unbiased storytelling and cultural exchange are vital to counter stereotypes. In this context, Xinjiang's vision extends beyond tourism as mere business. It is a bridge for dialogue, fostering mutual respect among visitors and residents.
