Updated by FFRNews on November 2, 2025
Xinjiang tourism is witnessing an unprecedented boom. Once viewed as one of China’s most dangerous regions, Xinjiang has now become one of its most popular tourist destinations — attracting over 300 million visitors in 2024 alone. This figure, more than double the number recorded in 2018, reflects China’s ambitious effort to transform a historically tense and politically sensitive region into a glittering symbol of development, stability, and ethnic harmony.
Yet, beneath the glimmering new highways, luxury resorts, and social media-ready landscapes, a different story continues to unfold — one of heavy surveillance, forced assimilation, and deep cultural loss.
The Rise of Xinjiang Tourism
Stretching across China’s vast northwest and bordering eight countries, Xinjiang is a region of staggering beauty. It features snow-capped mountains, lush grasslands, golden deserts, and pristine lakes. Located along the ancient Silk Road, it has long served as a cultural crossroads between East and West.
In recent years, Beijing has poured billions of dollars into promoting Xinjiang tourism. The central government’s investment includes developing modern infrastructure, funding television dramas set in the region’s majestic landscapes, and organizing tightly controlled media tours for select foreign journalists.
According to China’s official statistics, tourism revenue in Xinjiang grew by nearly 40% between 2018 and 2024, reaching a staggering 360 billion yuan (about $51 billion). Authorities have now set an ambitious goal of welcoming 400 million tourists annually by 2030, generating 1 trillion yuan in tourism revenue.
A Controlled Paradise
On the surface, Xinjiang tourism offers visitors an enchanting escape. Travel agencies promote it as “exotic,” “mysterious,” and a “magical fusion of nature and culture.” Popular itineraries include trips to Kanas National Park, the ancient Silk Road city of Kashgar, and the breathtaking Altay Mountains.
Tourists like Singaporean traveler Sun Shengyao describe the scenery as “New Zealand, Switzerland, and Mongolia all packed into one.” He and his friends drove through mountain passes and lush steppes, guided by a Han Chinese driver. Although they encountered Uyghur locals who were friendly and welcoming, most interactions were brief and cautious.
For many visitors, the region’s heavy police presence — marked by checkpoints, security cameras, and restrictions on foreign movement — feels more like a minor inconvenience than a warning sign. But to others, it underscores a troubling reality: Xinjiang’s transformation into a tourist hub has occurred alongside an intensifying campaign of surveillance and control.
The Hidden Side of the Boom
Xinjiang is home to the Uyghurs, a Turkic-speaking Muslim ethnic group whose culture, religion, and traditions have long defined the region’s identity. Over the past decade, however, this identity has come under siege.
Reports from the United Nations and various human rights groups allege that more than a million Uyghurs have been detained in “re-education camps,” where they are subjected to political indoctrination, forced labor, and cultural assimilation. Beijing denies these allegations, describing the facilities as “vocational training centers” designed to combat extremism.
Yet multiple investigations — including those by the BBC, Human Rights Watch, and Amnesty International — have documented evidence of systematic repression. These include the destruction of mosques, bans on religious practices, and the forced sterilization of Uyghur women.
A Sanitized Image for Tourists
Despite international criticism, Beijing has aggressively rebranded Xinjiang as a peaceful and thriving region. Television dramas, social media influencers, and travel campaigns emphasize scenic landscapes, traditional dances, and “colorful ethnic culture.”
The Chinese state-run Global Times often highlights foreign vloggers who promote a positive view of Xinjiang tourism. One German YouTuber, Ken Abroad, claimed he saw “more mosques in Xinjiang than anywhere in Europe.” However, critics argue that these portrayals are selective and misleading.
Writer Josh Summers, who lived in Xinjiang in the 2010s, says the famous city of Kashgar’s Old Town — once a symbol of Uyghur heritage — has been completely rebuilt into a sanitized version of itself, erasing much of its authentic culture.
According to Human Rights Watch, hundreds of villages have had their Uyghur names replaced with Mandarin alternatives, and countless mosques have been demolished or repurposed since 2009.
Two Realities Collide
While domestic tourists marvel at Xinjiang’s stunning landscapes, Uyghurs abroad see the rising popularity as deeply painful. Irade Kashgary, a Uyghur-American activist who left Xinjiang in 1998, says the Chinese government is “selling its own version of Uyghur culture” while silencing those who once lived it.
“They are telling the world we’re nothing more than dancing, colorful folk who look good on social media,” she says. “Meanwhile, people like me will never be able to go back because of our activism.”
Kashgary urges tourists to be aware of the realities behind the glossy travel ads. “It’s not my place to tell people not to visit,” she adds, “but they need to understand that what they see there is a whitewashed version of Xinjiang.”
State Narrative and Economic Ambition
Under President Xi Jinping, China’s Communist Party has tightened control over Xinjiang more than ever before. During a recent visit, Xi hailed the region’s “earth-shattering development” and called for the “Sinicisation of religion” — effectively aligning all faiths with Chinese culture and Communist Party values.
At the same time, investment has flooded into the region. Major hotel chains such as Hilton and Marriott have either launched or planned luxury resorts in Xinjiang. Infrastructure projects — from new highways to airports — continue at a rapid pace.
Beijing’s strategy appears to serve a dual purpose: stimulating economic growth while reinforcing political control. The influx of Han Chinese workers and tourists is reshaping the region’s demographics, with Han now making up roughly 40% of the population.
The Tourism Paradox
As the world watches Xinjiang tourism rise, the paradox grows clearer. For every traveler posting photos of crystal lakes and golden dunes, there are Uyghurs who cannot speak freely, worship openly, or return home safely.
While the tourism boom signals China’s success in marketing Xinjiang as a destination of peace and prosperity, it also conceals the human cost of that image.
Xinjiang’s transformation offers a chilling reminder of how soft power — through culture, travel, and media — can be used to reframe global narratives. For the millions who visit, the beauty of Xinjiang is undeniable. But for those who remember its pain, the region’s new fame comes at an immeasurable price.
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