Shiliuyun-Xinjiang Daily (Reporter Ren Jiang) news: "Xinjiang is not only a nice place but also a hub with international flair. Driven by the deepening of high-quality joint construction of the Belt and Road Initiative and the global economic recovery, Xinjiang's inbound tourism market is facing unprecedented development opportunities," Lv Ning, dean of the School of Tourism Sciences at Beijing International Studies University, said on May 25 at the 2025 Xinjiang International Travel Agent Conference.

Photo shows Lv Ning, dean of the School of Tourism Sciences at Beijing International Studies University, at the 2025 Xinjiang International Travel Agent Conference held in Kuqa City, northwest China's Xinjiang Uygur Autonomous Region. (Photo by Shiliuyun-Xinjiang Daily/Ren Jiang)

Lv Ning's viewpoint is supported by the data on the development of Xinjiang's inbound tourism. In 2024, Xinjiang received 5.1483 million inbound tourists, a year-on-year increase of 46 percent, generating international tourism revenue of 4.475 billion U.S. dollars, a year-on-year increase of 174 percent. From January to April of this year, the entire region received 1.1225 million inbound tourists, a year-on-year increase of 7.67 percent, achieving international tourism revenue of 1.068 billion U.S. dollars, a year-on-year increase of 13.18 percent.

Richard Matuzevich, senior manager of the External Relations Department of the World Tourism Cities Federation, said that Xinjiang is a place with beautiful scenery, profound history, and diverse culture. Travel experiences in Xinjiang are enriching. He believes that with the integration of unique natural wonders and rich cultural heritage, Xinjiang stands out on the global tourism map. Xinjiang not only allows tourists to enjoy the culture but also to truly immerse themselves in it, which is an experience increasingly sought after by international travelers today. Richard Matuzevich said that as a historical crossroads of Eastern and Western civilizations, Xinjiang is once again emerging as a dynamic hub for cross-border tourism cooperation—connecting Central Asia, West Asia, and European countries, opening up many exciting new opportunities for international partnerships and cultural exchanges.

Photo shows international travel agent delivers speech at the 2025 Xinjiang International Travel Agent Conference held in Kuqa City, northwest China's Xinjiang Uygur Autonomous Region. (Photo by Shiliuyun-Xinjiang Daily/ Ren Jiang)

Giacomo Piersimoni, the operations manager of Mistral International Travel Agency in Italy, is also very confident about Xinjiang tourism. He said that now, China has implemented a short-term visa-free policy for visitors from many European countries. More and more European tourists hope to come here to enjoy the scenery that is completely different from that in our hometown.

As a seasoned traveler, he also expressed his expectations for inbound tourism in Xinjiang. He hopes that tourists look forward to deeply experiencing the magnificent natural landscapes of Xinjiang. They hope that more tourism products deeply integrated with these natural landscapes can be developed,allowing tourists to engage with the land in more diverse ways. They also look forward to gaining a deep understanding of the historical and cultural heritage of Xinjiang and really hope that in-depth tour routes themed on Silk Road culture can be launched. Combined with the festivals along the route, tourists can personally experience the inheritance and integration of culture. They can also experience more convenient transportation, more comfortable accommodation, and more characteristic Xinjiang cuisine.

Lv Ning believes that for Xinjiang inbound tourism to reach a higher level, it is essential to deepen the cultural and tourism cooperation in the joint construction of the Belt and Road Initiative, expand the cultural experience in the inbound tourism market, and especially leverage the policy advantages of the free trade pilot zones to create a composite business model of "tourism + trade + health care." At the same time, it is necessary to accelerate the construction of smart ports to enhance the all-year-round customs clearance capacity and strengthen the training of multi-skilled talents.

"As an important place for China's opening up to the west, Xinjiang, with its unique geopolitical advantages and resource endowments, will achieve breakthrough development in terms of policy dividend release, infrastructure upgrading, product innovation iteration, market potential exploration, and deepening regional coordination, and will become an international example in many aspects," Lv Ning said.

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