Xinjiang, located in China's north-west, welcomed approximately 300 million visitors in 2024, more than double the number recorded in 2018. The region, known for its diverse landscapes, has seen significant investment in infrastructure and promotion by Beijing, despite international allegations of human rights violations against its Uyghur Muslim population. While China denies these claims, the region remains largely restricted to international observers. The surge in tourism, primarily from domestic visitors, is part of an ambitious government target to reach over 400 million visitors and 1 trillion yuan in tourism revenue by 2030.
Tourism Growth
In 2024, Xinjiang recorded an estimated 300 million visitors, representing a substantial increase compared to 2018 figures. Tourism revenue for the same period grew by about 40%, reaching 360 billion yuan ($51 billion; £39 billion). The first half of this year alone saw 130 million tourists, generating 143 billion yuan in revenue. The majority of these visitors are domestic Chinese tourists.
Geographical and Cultural Features
Xinjiang, situated along the historic Silk Road, borders eight countries and features remote mountains, canyons, grasslands, and lakes. The region is home to Turkic-speaking Muslims, with Uyghurs constituting the largest ethnic group, distinguishing it from the Han Chinese majority found in most of China.
Historical Context and Allegations
Tensions in Xinjiang escalated throughout the 1990s and 2000s, driven by Uyghur claims of marginalization by Han Chinese, which led to separatist sentiments and attacks. This period was followed by increased crackdowns by Beijing. Under Xi Jinping, control in the region has intensified. Allegations have been made by the United Nations and other international bodies regarding the detention of over a million Uyghur Muslims in "re-education camps" and claims of crimes against humanity. Rights groups also assert efforts to assimilate Uyghurs into Han Chinese culture and erase local ethnic experiences. China consistently denies these allegations, and the region has restricted access for international media and observers. Uyghurs in exile continue to report stories of missing or fearful relatives.
Government Promotion and Development
Beijing has invested billions of dollars into Xinjiang's infrastructure. The government has also funded and promoted TV dramas set in the region's landscapes and occasionally hosted foreign media on structured tours. The region's natural beauty and "ethnic" experiences are central to its promotional campaigns. Approximately 200 international hotels, including chains like Hilton and Marriott, are either operating or slated to open in Xinjiang. In September, Xi Jinping visited the region, acknowledging its "earth-shattering" development and calling for the "Sinicization of religion."
Tourist Experiences and Observations
Some visitors have reported initial safety concerns, though these often diminish during their trip. Common observations by tourists include a high police presence, frequent security checkpoints, and surveillance cameras. Foreigners are also subject to regulations requiring them to stay in designated hotels. Some tourists, including those wearing hijabs, reported that local Uyghur food vendors expressed envy over their ability to wear headscarves freely and that they were denied access to most local mosques.
China's state-run newspaper, Global Times, reported in May that a growing number of foreigners are visiting Xinjiang with a stated desire to assess the situation for themselves. The Chinese Communist Party has promoted content by foreign influencers that aligns with its narrative. For instance, German vlogger Ken Abroad stated in a video that he had observed "more mosques [in Xinjiang] than in the US or any countries in Europe."
Conversely, writer Josh Summers, who lived in Xinjiang in the 2010s, stated that Kashgar's Old Town, historically significant to Uyghur culture, was "completely torn down, reimagined and rebuilt in a way that doesn't reflect Uyghur culture." A 2024 Human Rights Watch report indicates that between 2009 and 2023, hundreds of villages in Xinjiang had their names, which were linked to Uyghur religion, history, or culture, replaced. The group has also accused authorities of closing, destroying, and repurposing mosques across China to restrict the practice of Islam. The BBC's reporting in 2021 and 2022 found evidence supporting the existence of detention camps and allegations of sexual abuse and forced sterilization.
Domestic Appeal and Itineraries
Domestically, the government has worked to reshape the region's image to attract more tourists, a strategy that appears to be effective. Travel agencies market Xinjiang as "exotic" and "mysterious," offering a "magical fusion of nature and culture." Ten-day tours typically cost between US$1,500 and US$2,500, excluding flights.
Northern itineraries often include Kanas National Park, visits to alpine lakes, the five-coloured beach, and a Uyghur village where visitors can experience carriage rides and spend time with a local family. Southern trips may involve drives through the desert, lake excursions, and a visit to Kashgar, a 2,000-year-old Silk Road city. Online, visitors share itineraries featuring maps and photos of local cuisine, such as spicy stew, "big plate chicken," grilled lamb skewers, and horse milk wine. Some itineraries also include "hours-long performances that recreate the splendor of the Silk Road."