"Here, the landscape features a labyrinth of sand dunes displaying intricate surface patterns like honeycomb, feather or fish scale—a challenge even to seasoned racers," Kang told Guangming Daily. "Competing here isn't just about racing; it's a trifecta of adrenaline, breathtaking scenery and Uygur cuisine that keeps me returning."

Last October, Kang joined over 600 drivers at the Bohu County Ailexunwula Desert Rally, and explored the then newly opened Ring Road around Bosten Lake with fellow racers after the rally. Within weeks, this 239-km ring route hosted Xinjiang's inaugural Bosten Lake Road Cycling Championship, attracting 200 cyclists nationwide—half from outside Xinjiang—and drawing 26,500 spectators, generating 1.51 million yuan ($210,000) in tourism revenue.

Where sports creates spectacle 

Xinjiang's vast terrain—a mosaic of deserts, mountains and lakes—has positioned it as China's emerging hub of sports tourism. Bosten Lake exemplifies this fusion: Its blend of wetlands, beaches and dunes makes it suitable for hosting events from rowing championships to kayak marathons, luring spectators and athletes alike.

"Major events create ripple effects," noted Guo Sha, an official from Xinjiang Sports Bureau. "A single competition can attract tens of thousands, boosting hotels, restaurants and local culture—all the while elevating regional visibility."

Xinjiang's event portfolio blends legacy and innovation. The China Around Taklimakan (International) Rally, dubbed the "Oriental Dakar," has carved out its identity as Asia's premier cross-desert race since its inception in 2005. Its 2024 edition spanned over 4,600 km, linking nine scenic zones and generating 1.796 billion yuan ($250 million) in tourism revenue—a 126.6-million-yuan ($17.6-million) surge from 2023. Concurrent cultural festivals, concerts and themed activities deepened engagement between athletes, spectators and local heritage.

Other stalwarts like the Around Aydingkol Lake Motorcycle Rally and Sayram Lake Road Cycling Race share the spotlight with newcomers. A cliffside climbing route in the Karajun International Outdoor Park in Ili Kazak Autonomous Prefecture drew 10,000 adventurers in 2024—60 percent more than in 2023—with youth and educational groups driving growth. Here, participants scaled cliffs while absorbing vistas impossible to see otherwise.

Since 2022, Karajun's designation as a National Sports-Tourism Demonstration Zone has spurred innovations like hot-air ballooning and paragliding. Such ventures underscore Xinjiang's strategy: Leveraging its natural grandeur to craft memorable experiences. During the recent May Day holiday (May 1-5), Xinjiang transformed into a playground for sports enthusiasts, with events across the region blending adrenaline, culture and awe-inspiring landscape.

At the UNESCO-listed World Devil City Scenic Area in Karamay City, which features a maze of wind-carved Yardang rock formations, the Xinjiang Special Tourism Festival was launched on May 1. Over 240 competitors from across China tackled a 1.5-km desert orienteering race. They plodded between towering sandstone pillars and across sandy stretches under the desert sun, paused to decipher maps and marveled at nature's artistry between checkpoints.

"The course was brilliantly designed," Liu Lu, a racer from Anhui Province in east China, told local newspaper Karamay Daily. "It wasn't just a physical challenge—it immersed me in Devil City's surreal beauty. Each Yardang formation felt like a masterpiece carved over millennia." The festival also showcased Dakar Rally champion vehicles, custom off-road rigs, and firsthand stories from veteran racers.

Meanwhile, Ili's horse racing festival drew crowds with its two-day equestrian showdown. Riders from across Xinjiang competed amid lively ceremonies featuring Kazak folk dances, cultural displays and parades of prized steeds, spotlighting the region's deep-rooted equine heritage.

From June to September annually, adventurers flock to the Wusun Ancient Trail, a 120-km hiking route linking north and south Xinjiang. Traversing alpine meadows, icy rivers and 3,900-meter mountain passes, the trail offers "four seasons in one mountain and ever-changing skies every few miles."

Last June, the inaugural Wusun Trail International Trekking and Camping Festival debuted, attracting 150 hikers nationwide. Feng Xiujuan from coastal Zhejiang Province, who joined the expedition, told news portal China.org.cn, "This trail is a pilgrimage for hikers. Beyond the unmatched scenery, the well-organized supply stations made the journey both safe and rewarding."

For Shanghai adventurer Lin Yue, completing the Wusun Trail was just the beginning. After hiking to Kuqa along the trail, he immediately embarked on a 500-km bike journey along the Duku Highway—a route open only from June to October. "For me, driving is too fast, walking is too slow—cycling is just perfect," he said.

Despite battling fatigue, sunburn and torrential rains, Lin described a transcendent 23-km downhill stretch: "The wind caressed my face as I flew past endless grasslands. The sky, clouds, mountains and forests merged into a canvas of blue, white and green. Strangers cheered from cars, fellow cyclists waved—I felt like the earth itself was embracing me."

The experience left an indelible mark. "Those moments replay in my mind like a film," he shared with Xinjiang Today.

Winter wonderland 

Building on its reputation as China's adventure tourism frontier, Xinjiang now cements its status as a four-season sports paradise, with winter transforming the once-quiet Altay region into a pulsating hub for snow sports.

Nestled in the Altai Mountains in north Xinjiang, Altay, with its 210-day snowfall period and half-year snow cover, has emerged as China's equivalent of Aspen in the United States. This past winter, the region hosted a flurry of elite competitions, including the 2024-25 National Cross-Country Skiing Championships (Altay stop). "Altay's snow is perfection—light, consistent, and responsive. It lets athletes push boundaries while feeling utterly in control," Wang Yundi, a champion skier from Heilongjiang in northeast China who clinched gold in the women's skiathlon, told China News Service.

The numbers speak volumes: Over the past three years, Altay's winter tourism revenue has surpassed 10 billion yuan ($1.4 billion), with this Spring Festival holiday (January 28-February 4) alone drawing 424,000 visitors who spent 499 million yuan ($70 million).

Altay's rise mirrors Xinjiang's broader sports-tourism blueprint. International ski brands have set up shop, while new wellness retreats and alpine spas cater to post-ski relaxation.

"Altay offers a world-class ski experience without the transcontinental flight," said Luo Zhengye, a resident of Guangzhou in south China who has spent the past three winters skiing there with his daughter. A seasoned skier, Luo has previously frequented renowned ski destinations in Europe, Japan and New Zealand. "The Jiangjunshan International Ski Resort in Altay is less than 2 km from the city center, offering slopes of varying difficulty and terrain to suit all skill levels," he said.

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