Shiliuyun-Xinjiang Daily (Reporter Ren Jiang) news: In the midst of the autumn, the land of Xinjiang is filled with joy and warmth. On September 23, 2025, this land welcomed a moment of great significance. The colorful forests, golden Populus diversifolia, and sweet melons and fruits, together with the festive atmosphere, have woven a splendid and colorful autumnal picture, reflecting the passion and vitality of this land.

Relying on its unique natural scenery and profound historical and cultural background, Xinjiang's cultural and tourism industry is attracting an increasing number of visitors to experience this enchanting journey. In the first eight months of this year, Xinjiang received a total of 227 million tourists, an increase of 8.6 percent year-on-year. The total tourism expenditure reached 255.986 billion yuan (about 35.8 billion U.S. dollars), with a year-on-year increase of 8.65 percent. The cultural and tourism industry not only provides strong impetus for local development, but also becomes the fruit that enriches people's lives.

From autumn outings to all-season outings

In autumn, Xinjiang's tourism market is brimming with a vibrant atmosphere, becoming a sought-after destination for many tourists.

The Kanas Scenic Area in Altay Prefecture, northwest China's Xinjiang Uygur Autonomous Region, has entered the most splendid period of the year. Seen from above, the Kanas Lake looks like a piece of jade inlaid among the mountains in autumn. The trees on the Altai Mountains present a dazzling array of colors, with shades of light yellow, golden yellow, and orange interwoven.

Since the beginning of autumn, the scenery of the Populus diversifolia in Yiwu County, Hami City, northwest China's Xinjiang Uygur Autonomous Region, has become increasingly magnificent, and the number of visitors has increased significantly. Chen Zhengbin, a visitor from China's Shanghai, praised while taking photos: "I have always heard that the autumn scenery in Xinjiang is as beautiful as a painting. After experiencing it myself, it is indeed well-deserved."

Photo shows the scenery of Altay-Hemu Highway in northwest China's Xinjiang Uygur Autonomous Region. (Photo by Liu Xinhai)

At present, the self-driving vehicles on the Altay-Hemu Highway are coming and going continuously, shuttling through the colorful forests. The homestays and agritainments along the line are thriving, and the vitality of tourism consumption is abundant.

In the Qiuci Alley of Kuqa City, Aksu Prefecture, northwest China's Xinjiang Uygur Autonomous Region, the sounds of making intangible cultural heritage handicrafts blend and echo with the laughter and chatter of tourists. The once ancient alley is now filled with joy and vitality. Autumn travel is becoming a major highlight of Xinjiang's cultural and tourism industry.

According to the data released by Ctrip on September 23, 2025, Xinjiang, with its unique autumn scenery and profound cultural heritage, has ranked among the top popular travel destinations in China. The related search volume has increased by 60 percent, and the order volume has grown by 81 percent year-on-year.

The boom in autumn travel is a microcosm of the rapid development of Xinjiang's cultural and tourism industry. The local government has been committed to promoting the deep integration of culture and tourism. Through special planning and financial support, it is committed to creating a trillion-level culture and tourism. Ice and snow tourism has ascended to the top tier in China. Self-driving tours and special tours are widely popular. Routes such as the G219 (Xinjiang section), Provincial Highway 101, Duku Highway, Altay-Hemu Highway, and the ring road around Bosten Lake have become popular. Xinjiang's tourism has achieved a transformation from one peak season to year-round tourist destination, with a significant extension of the peak season and continuous improvement in tourism quality.

The integration of culture and tourism stimulates new vitality

The Qiuci Museum, located in Kuqa City, and the adjacent Qiuci Wei and Jin Ancient Tomb Site Museum have become new landmarks that attract a large number of visitors. Inside the museums, visitors listen quietly to the explanations, feeling the profoundness of the Qiuci culture. Wang Wenyu, a visitor from China’s Gansu Province, said: "These cultural relics vividly show the prosperity of the ancient Western Regions and make people feel the profound connotation of Chinese culture."

Culture is the soul of tourism, and tourism is the carrier of culture. Xinjiang continuously injects new impetus into its industry through the integration of culture and tourism, giving birth to a variety of new business forms. At present, the number of registered museums in Xinjiang has reached 150. New exhibition halls such as the Western Regions Protectorate Museum and the Xinjiang Contemporary Music Exhibition Hall have quickly become popular. These cultural venues not only enrich the content of tourism but also serve as important windows for the dissemination of Chinese culture.

The air in Qiuci Alley is filled with the aroma of coffee. Wang Xinyu, a coffee shop owner from China's Chongqing, came to Xinjiang two years ago and opened a store here during this year's "May Day" holiday. "I am deeply attracted by the Qiuci culture and also prefer the warm atmosphere here," she said. During the peak tourist season, her shop's daily average turnover exceeds 3,000 yuan (about 420 U.S. dollars). Qiuci Alley was rated as an innovative case for tourism to promote communication, exchange, and integration among all ethnic groups in the region in 2024.

In Kashi, a national historical and cultural city, tourists can wander around the ancient city during the day and watch the performance Encounter Kashi at night. The multi-industry integration project showcases the natural landscapes, historical heritage, and folk customs of Xinjiang from different dimensions, providing visitors with an immersive experience of history and regional culture.

Integration models, such as "tourism + transportation" and "tourism + sports," have become important engines powering the rapid development of Xinjiang's cultural and tourism industry, truly realizing the prosperity of all trades through the flourishing of one. New forms of business such as low-altitude sightseeing, hiking adventures, and cycling experiences continue to inject new momentum into the industry.

Cultural and tourism benefits the people

The booming culture and tourism industry in Xinjiang has enabled more and more people to find employment and increase their income.

At the Dolan Tribe Scenic Area in Awat County, Aksu Prefecture, northwest China's Xinjiang Uygur Autonomous Region, over 130 local villagers have found employment, and more than 100 have opened shops within the scenic area to sell handicrafts and agricultural by-products. "Tourism has brought us a prosperous life," a handicraft shop owner said.

In 2024, the number of business entities in the culture and tourism industry and related sectors across Xinjiang exceeded 510,000, creating over one million jobs. The industrial chain covering "food, accommodation, transportation, sightseeing, shopping and entertainment" has developed in a coordinated manner. Tourism has become a strategic pillar industry in Xinjiang and an industry that benefits people's livelihoods.

Photo shows the autumn scenery of Hemu scenic area in Altay Prefecture, northwest China's Xinjiang Uygur Autonomous Region. (Photo by Dong Shiju)

From the ancient Silk Road to a modern tourist destination, Xinjiang is using its splendid scenery as a canvas and its culture as a brush to paint a new picture of high-quality development. In 2024, Xinjiang received 302 million visitors, with a total tourism expenditure of 359.542 billion yuan (about 50.3 billion U.S. dollars), representing year-on-year increases of 14 percent and 21 percent, respectively. Xinjiang's tourism popularity has soared to second place nationwide. In autumn, Xinjiang's culture and tourism will once again become a popular choice for visitors from all directions, ushering in a new round of growth and bringing more "fruits of happiness" to people of all ethnic groups in Xinjiang.

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