Xinjiang's "Bazha Xishi" redefines cultural tourism

Shiliuyun-Xinjiang Daily (Reporter Ren Jiang) news: "Welcome to the wedding of Mr. Jianglai and Ms. Nana!" On the evening of September 3, 2026, red lanterns hung high and applause thundered through the themed wedding banquet hall on the third floor of Jianglaicheng, the second-phase pedestrian street of the Xinjiang International Grand Bazaar in Urumqi City, northwest China's Xinjiang Uygur Autonomous Region. Long tables were laden with Xinjiang delicacies such as pigeon soup and pilaf, while the warm fragrance of rose tea filled the air. As the emcee's voice faded, an immersive wedding-culture dinner show, "Bazha Xishi" (meaning bazaar wedding), began to unfold. Here, visitors were no longer mere spectators — they were guests celebrating the happy occasion.

Photo shows a scene from "Bazha Xishi" show. (Photo by Yang Chao)

"Bazha Xishi" is Xinjiang's first block-style immersive wedding-culture dinner show. Since its launch in June this year, it has quickly become a new cultural tourism landmark in Urumqi. The project pioneers an innovative "dining + performance + interaction" model that breaks away from traditional sightseeing. The performance troupe is composed of multi-ethnic actors, who skillfully blend Xinjiang's diverse and joyful wedding customs. Whether in the roaming wedding procession through the streets or in the immersive stage and dining areas of the themed banquet hall, the performers spontaneously mingle with the audience, inviting them to catch the bouquet, dance the Meshrep (a traditional Xinjiang dance), and turn the venue into a participatory, tangible immersive experience. Since opening, it has received over 24,800 bookings, establishing itself as one of the benchmark brands for immersive cultural tourism and specialty dining in Xinjiang.

"It's so immersive — it really feels like I'm at a friend's wedding," said Li Yizhen, a tourist from east China's Shandong Province, who experienced a Xinjiang wedding up close and was even invited by the performers to join in the Nazirkom dance. "This is the first time I've experienced a Xinjiang wedding so intimately — it felt incredibly warm," she added.

Chen Hao, general manager of Urumqi Tianshan District Cultural Tourism Development Co., Ltd., explained that "Bazha Xishi" had been in preparation since 2025, with every script detail and wedding ritual rigorously vetted by folklore experts. The show delves deep into Xinjiang's folk culture and, through deep interaction with visitors, allows them to truly feel the warmth and hospitality of the Xinjiang people, transforming static folk displays into dynamic life narratives. Today, it is one of the most popular cultural tourism offerings on Xinjiang International Grand Bazaar pedestrian street.

Ding Meng, an expert of the China Tourist Attractions Association's expert committee, believes the success of "Bazha Xishi" lies in its departure from the traditional model of Xinjiang song-and-dance performances, providing a replicable template for innovative cultural tourism products in Xinjiang. "For a long time, the tourism industry has tended to fall into the trap of putting folklore on stage as one-way exhibitions," he said. "'Bazha Xishi,' however, taps into the everyday rituals of ordinary people, bringing culture out of exhibition and into the vibrant bustle of daily life. At the same time, the project pioneers an 'immersive performance + specialty banquet' model, effectively extending the consumer value chain for tourists."

Photo shows the joyous atmosphere at the "Bazha Xishi" show. (Photo by Yang Chao)

Today, many places in Xinjiang are tapping into the cultural and folk resources embedded in traditional wedding customs, launching locally distinctive wedding-folk shows that allow visitors from all over to encounter and understand Xinjiang through these joyous "weddings," driving the shift from sightseeing-based tourism to in-depth cultural experiences.

From summer to early autumn, the Narat scenic spot in Ili Kazak Autonomous Prefecture, has been staging a regular live traditional folk wedding performance, adding vibrant, lively local colour to the prairie. Dressed in traditional costumes and using the vast grassland as their natural stage, multi-ethnic performers re-enact the entire grassland wedding process — from escorting the bride to the groom's home — showcasing traditional wedding etiquette and attracting many tourists to stop, watch, and take photos.

Photo shows a folk performance and interactive event at the Narat scenic spot in Ili Kazak Autonomous Prefecture of Xinjiang Uygur Autonomous Region. (Photo courtesy of Narat Tourism Scenic Spot Management Committee)

At the Qinggeli Langshan scenic spot in Qinghe County, Altay Prefecture, a lively wedding is performed against the backdrop of a bonfire party — where "Batai," dressed in exquisite traditional attire, and "Li Wenxiu" in a white wedding gown, celebrate a grand grassland wedding (Batai and Li Wenxiu are the hero and heroine of a popular Chinese TV series To the Wonder). Inspired by the hit TV series To the Wonder and integrated with local wedding customs, the live folk drama "Batai's Wedding" has become a new cultural tourism highlight in the area. The show recreates traditional wedding rituals such as the welcoming dance, the Qia Xiu (blessing ceremony), and the unveiling of the bride, accompanied by traditional instrumental music like the Dombra (a traditional Xinjiang instrument). It also introduces immersive interactive experiences, including guest role-play as the bride and groom, group singing and dancing, and horseback wedding processions, creating an integrated cultural tourism scenario that combines "performance appreciation, folk participation, and grassland leisure," allowing visitors to connect with Xinjiang through firsthand participation.

Currently, Xinjiang's cultural tourism industry is undergoing a transformation from resource-display to value-experience in product development. Relying on positive, culturally rich traditional folk customs to create fluid, open, participatory, and compound immersive tourism offerings is becoming an inevitable choice. "Scenery captures the eyes, but participation keeps the footsteps; emotion creates memories, and memories drive word-of-mouth," Ding Meng observed. He believes that the key to innovation in cultural tourism is to truly understand local culture and what tourists want. A great product should resonate with visitors on an emotional level, draw them in with narratives, and deliver experiences they'll want to share — prompting them to invest, linger, and advocate.

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