URUMQI, China — Northwest China’s Xinjiang Uygur Autonomous Region is experiencing an unprecedented surge in international tourism, with over 2.1 million overseas visitors recorded in the first ten months of 2025 alone. This represents a 6 percent year-on-year increase, positioning the region as an emerging global destination for winter sports and cultural exploration.
The current winter season has attracted adventure seekers like Nicolas de Fermor, a French skiing enthusiast who chose Xinjiang over traditional European resorts. “We came specifically for the snow season,” Fermor remarked during his visit to the Silk Road Ski Resort near Urumqi. “The seamless experience—from passport-based bookings to mobile payments and English-speaking staff—exceeded our expectations. We’re already planning our return.”
Xinjiang’s transformation into a international tourism hub stems from comprehensive policies facilitating visa processing, digital payment systems, and accommodation infrastructure. The region’s diverse attractions range from pristine snow-capped mountains and golden deserts to ancient cultural sites and vibrant marketplaces.
Tour industry professionals report unprecedented demand. “During peak season between June and September, securing English-speaking tour guides becomes exceptionally challenging,” noted Chen Bianxia, a veteran guide with nearly twenty years of experience.
Liang Changhong, General Manager of China CYTS Tours Holding Co., Ltd.’s Xinjiang branch, identified distinct travel preferences among visitor demographics: “While Southeast Asian tourists predominantly seek natural landscapes and increasingly favor independent travel arrangements, European and American visitors demonstrate stronger interest in the historical cultural heritage along the ancient Silk Road corridor.”
The convergence of natural beauty, cultural richness, and modern convenience continues to redefine Xinjiang’s position in global tourism, demonstrating how strategic development and cultural accessibility can reshape travel patterns worldwide.