The Dawakun Desert Tourist Scenic Area in Tiemu, a town in Yuepuhu (Yopurga) County, Kashi (Kashgar) Prefecture, combines desert, lake, populus euphratica forest and Uygur ethnic customs, and is known as China's Land of Desert Tourism.

In this rare confluence of desert and water, travelers can ride camels, race across dunes in buggies or embark on off-road adventures through the sands.

"In recent years, we have vigorously developed the cultural and tourism industry in the county, upgrading the infrastructure and services of scenic spots," Maierdan Maimaiti, Mayor of Yuepuhu, said.

For example, dozens of new camps to observe the stars in the clear desert sky at night and spherical wooden houses, an architectural legacy of the area, have been built, while a sand and water amusement park and a visitor service center are in the pipeline. Services covering the entire spectrum of dining, accommodation, transportation, travel, shopping and entertainment are becoming increasingly refined.

Yuepuhu's effort is a microcosm of Xinjiang's tourism development. In 2025, Xinjiang exceeded its target, receiving 323 million tourist visits, a year-on-year increase of 8.03 percent. The visitors spent more than 370 billion yuan ($53.84 billion), an 8.4-percent increase. In 2026, the target is 350 million tourist visits.

To support the goal, the Seventh Xinjiang Spring Tourism Expo was held in Urumqi from March 27 to 29. In the 20,000-square-meter exhibition area, over 700 booths manned by more than 2,000 enterprises showcased cultural products and services from various regions both inside and outside Xinjiang.

Travel agencies and hotel brands from across Xinjiang, as well as cultural and tourism departments and associations from over 20 provinces and cities nationwide, also participated, along with more than 50 overseas exhibitors from neighboring countries such as Kazakhstan and Kyrgyzstan.

The expo also hosted several roundtable discussions and matchmaking events, with intent deals worth 3.83 billion yuan ($556 million) signed.

"The expo is a grand event for Xinjiang's spring cultural and tourism market. It is an important platform to promote cultural and tourism integration, deepen regional cooperation and stimulate consumption vitality," Zhang Xiaoyu, Vice President and Secretary General of the Xinjiang Uygur Autonomous Region Tourism Association (XTA), told Xinjiang Today.

"We aim to comprehensively showcase Xinjiang's spring scenery and diverse cultural tourism resources, unleashing the potential of spring tourism and supporting the high-quality development of Xinjiang's cultural tourism industry," he added.

Dynamic field of cooperation

Xueli Tent Co. from Sichuan Province in southwest China has participated in the expo in the northwest for three consecutive years. Zeng Yong, the company's brand promotion director, told the media that this year it presented tents with thick insulation layers and efficient ventilation to accommodate Xinjiang's significant climate variations, balancing comfort and energy efficiency. The company signed cooperation projects with multiple enterprises in Xinjiang at the expo, according to Zeng.

Nanjing Fagao, an electronic technology company in Jiangsu Province in east China, is not directly related to tourism, its specialty being integrated services such as LED domes and 360-degree panoramic screens for scenic spots. A company representative told the media that Fagao highly values Xinjiang's unique geographical advantages and hopes to leverage the expo as a platform to help Xinjiang's scenic spots create more attractive immersive experience projects for mutual benefit.

In addition to Xinjiang's tourism partnership with other regions in China, China-Central Asia regional collaboration was a highlight of the expo. Today, tourism has become one of the most dynamic fields of cooperation between China and Central Asian countries. According to official statistics, the total passenger volume between Xinjiang and those countries reached 4.5 million in 2025.

"Over 1 million Chinese travelers visited the five Central Asian countries of Kazakhstan, Uzbekistan, Kyrgyzstan, Tajikistan and Turkmenistan last year," Kudaibergenov Adilet, Deputy Secretary General of the China-Central Asia Mechanism, said at the opening ceremony on March 27. The mechanism is a cooperation framework involving China and the five Central Asian countries.

Adilet said tourism is not just about statistics; it encompasses the personal stories of individuals exploring new destinations in China and Central Asian countries. The China-Central Asia region holds extraordinary tourism potential; it is where some of the world's oldest civilizations converge and where numerous UNESCO World Heritage sites are located, he added.

"All regional countries are vigorously developing infrastructure, simplifying visa procedures, expanding direct flight routes and introducing digital services for tourists. In this process, Xinjiang plays a special role—it is at the heart of the Silk Road and serves as the main bridge connecting China and Central Asia," Adilet said.

During the expo, the XTA signed a strategic cooperation agreement with the Australian Asian Chamber of Commerce and Industry. This partnership aims to enhance international engagement in Xinjiang's tourism sector, broaden its visitor base, foster cross-border collaboration in culture and tourism, and jointly establish a platform for cultural and tourism exchanges and expand the tourism market.

A booming industry

In February, the Xinjiang Department of Culture and Tourism announced plans to further develop ice-and-snow tourism, specialty tourism and rural tourism, aligning with emerging trends such as self-driving travel, museum visits and growing public interest in intangible cultural heritage. The department said it will recommend high-quality travel routes and launch a series of cultural relics-themed tourism trails to invigorate the market.

"When you come to Xinjiang, your heart expands," Ge Lei, Secretary General of the China Tourism Association, told Xinjiang Today.

Ge emphasized that China's tourism sector is entering a phase of rapid growth and Xinjiang is well-positioned to ride this wave. "Reforms of China's holiday system will significantly boost tourism in Xinjiang, ushering in a golden era of year-round, high-quality and in-depth travel," he said. "With more flexible time off, travelers will be able to experience Xinjiang's distinct seasons and witness its breathtaking, ever-changing landscapes throughout the year."

He also suggested that Xinjiang improve its transportation network to better support tourism. Beyond upgrading road infrastructure, he urged the addition of more parking areas and scenic viewing platforms—transforming highways and rural roads into destinations in their own right and creating a welcoming environment for self-driving tourists.

The expo also included a dedicated talent recruitment zone, where hundreds of cultural and tourism enterprises offered over 1,000 job opportunities. Students from multiple universities in Xinjiang attended, signaling the potential for a strong human resource base for the region's expanding tourism industry.

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