Shiliuyun-Xinjiang Daily (Reporter Si Lulu) news: According to the third press conference of the 2026 Xinjiang’s regional "two sessions" on January 28, 2026, Xinjiang welcomed 323 million tourist visits in 2025, reaching a new high. Trends such as self-drive trips along "viral scenic routes," the growing popularity of museums, and increased interest in intangible cultural heritage continued to strengthen.

Photo shows a press conference of the 2026 Xinjiang’s regional "two sessions." (Photo by Shiliuyun- Xinjiang Daily/ Li Rui)

"The outstanding performance of Xinjiang's cultural and tourism sector stems from the deep integration of cultural development and tourism promotion in the region. In 2026, we will keep building on this foundation to make our flagship brand even more distinguished," said Guli Ablim, director of the Xinjiang Department of Culture and Tourism, during the Q&A session. She noted that last year, several key facilities, including the Xinjiang Intangible Cultural Heritage Museum and the Museum of the Protectorate of Western Regions, opened to the public. Cultural works and films and series about Xinjiang also gained widespread recognition, reflecting the success of combining culture with tourism.

Guli Ablim added that in 2026, focused efforts will be made in four areas: branded events, unique tourism offerings, promotional partnerships, and service support. These steps aim to elevate the profile of the "Xinjiang is a Nice Place" brand and foster high-quality growth in the cultural and tourism industries.

In brand event development, Xinjiang will host a packed calendar of major activities including the China Xinjiang Folk Art Season, the International Art Biennale, and the International Cultural Exhibition Week during the China-Eurasia Expo. Through touring performances of acclaimed productions and specialized exhibitions, visitors will not only take in stunning scenery but also engage with the rich and diverse heritage of Chinese culture.

To innovate tourism offerings, while maintaining the popularity of the three current trends, Xinjiang will emphasize expanding niche sectors like winter and snow tourism, cross-border travel, and health and wellness tours. Key routes such as the Duku Highway and National Highway G219 will be upgraded, and heritage-themed trails and intangible cultural heritage tourism products will be created. The region will also develop themed experiences and promotional campaigns to boost cultural and tourism consumption and energize the market.

For promotion and collaboration, Xinjiang will combine online and offline efforts, targeting both domestic and international audiences. The region will increase the use of chartered flights and special tourist trains to bring in more visitors. Using tailored strategies for different regions and countries, it will adopt a "bring in" and "going out" approach to keep its cultural and tourism scene in the spotlight.

On service and support, improvements will cover all aspects of the visitor experience, including dining, lodging, transport, sightseeing, shopping, and entertainment. Smart tourism systems will be expanded, and special initiatives to raise service quality will continue. Building on the "Joint Efforts to Develop Tourism" campaign, authorities will strictly investigate illegal business practices. Multilingual signage will be improved, and tour guide training programs will be strengthened, ensuring tourists have a pleasant and memorable stay.

"We warmly welcome everyone to visit magnificent Xinjiang, to experience its breathtaking landscapes, long history, rich culture, and lively way of life," said Guli Ablim.

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