China's Xinjiang region has seen an unprecedented surge in tourism, welcoming approximately 300 million visitors in 2024, more than double the number from 2018. This boom, fueled by significant government investment and promotion, occurs alongside persistent international scrutiny over allegations of serious human rights violations against the local Uyghur population.
Key Takeaways
- Xinjiang recorded 300 million tourist visits in 2024, with tourism revenue reaching 360 billion yuan ($51 billion).
- The Chinese government has set a target of 400 million visitors annually by 2030, investing heavily in infrastructure and media promotion.
- Visitors report vastly different experiences, from awe at the natural landscapes to disappointment over a perceived lack of authentic cultural interaction.
- The tourism boom exists in stark contrast to reports from human rights groups and the UN detailing widespread surveillance and the suppression of Uyghur culture.
A State-Driven Tourism Phenomenon
The rise of Xinjiang as a top travel destination is no accident. It is the result of a concerted effort by Beijing, which has poured billions of dollars into developing the region's infrastructure. This includes the construction and planning of around 200 international hotels, with major brands like Hilton and Marriott establishing a presence.
The government's strategy extends to media and entertainment. A popular television drama series, To the Wonder, set in the mountainous Altay prefecture, was funded by the state and heavily promoted on official media channels, directly influencing domestic travel trends. One visitor, who identified herself as Anna, noted her mother was inspired to visit after watching the show.
By the Numbers
- Visitors (2024): 300 million
- Revenue (2024): 360 billion yuan ($51 billion)
- Future Goal (2030): 400 million annual visitors, 1 trillion yuan in revenue
This state-backed promotion has been effective. In the first half of this year alone, about 130 million tourists visited Xinjiang, generating approximately 143 billion yuan in revenue. While the majority are domestic travelers, the region is increasingly marketed to an international audience.
The Visitor Experience: Beauty and Unease
For many tourists, Xinjiang's appeal is its dramatic and diverse landscape. The region boasts rugged mountains, vast grasslands, and pristine lakes, drawing comparisons to multiple countries in one.
"The views exceeded my expectations by miles," said Sun Shengyao, a Singaporean who visited in May 2024, describing it as "New Zealand, Switzerland and Mongolia all packed into one place." He acknowledged initial safety concerns among his friends but felt secure during his trip, attributing the feeling to a heavy police presence.
However, this visible security apparatus, which includes frequent police checkpoints and surveillance cameras, is a reminder of the region's political context. While some tourists are unfazed, others find it unsettling and indicative of a deeper issue.
A Curated Culture
Some visitors seeking authentic cultural engagement leave disappointed. Thenmoli Silvadorie, another tourist from Singapore, traveled to Xinjiang in May hoping to learn about Uyghur culture but found the experience restrictive.
"I was very curious about Uyghur culture and wanted to see how different things may be there. But we were quite disappointed," she stated.
Silvadorie, who wears a hijab, recounted interactions with Uyghur food vendors who expressed envy that she could freely wear hers. She also noted that her group was not permitted to visit most local mosques, highlighting the limitations placed on religious and cultural expression.
Tour itineraries often feature visits to designated Uyghur villages for staged experiences, such as carriage rides or time with a pre-approved family. Critics argue these interactions present a sanitized and controlled version of local life.
The Unseen Reality
While social media platforms are filled with images of Xinjiang's stunning scenery and culinary delights, they rarely show the reality described by human rights organizations and Uyghurs in exile. The United Nations has documented credible allegations of crimes against humanity in the region.
Background of Allegations
International observers and rights groups have reported the mass detention of over a million Uyghurs in so-called "re-education camps," forced sterilization, and the systematic destruction of cultural and religious sites. The Chinese government denies these claims, stating its policies are aimed at combating extremism and alleviating poverty.
Human Rights Watch reported in 2024 that hundreds of villages in Xinjiang had their names, often related to Uyghur religion or history, changed between 2009 and 2023. This is seen by activists as part of a broader campaign of forced assimilation into Han Chinese culture.
Writer Josh Summers, who lived in the region, described how the historic Old Town of Kashgar, a center of Uyghur culture, was "completely torn down, reimagined and rebuilt in a way that doesn't reflect Uyghur culture in any way."
A Tale of Two Narratives
The Chinese government actively promotes a narrative of a peaceful, prosperous, and beautiful Xinjiang, using state media and friendly foreign influencers to counter international criticism. This carefully crafted image appears to be succeeding in attracting millions of tourists who are either unaware of or untroubled by the underlying issues.
For Uyghurs living abroad, this tourism boom is painful to watch. They see their homeland being marketed as an exotic destination while they are unable to return safely.
"They are telling the world we're no more than dancing, colourful folk who look good on social media," said Irade Kashgary, a Uyghur-American activist who left the region in 1998. She urges visitors to understand the context of what they are seeing.
"It's not my place to tell people not to visit, but they need to realise that what they experience there is a whitewashed version of [Xinjiang]," she explained. As travelers continue to flock to the region, the gap between the picturesque tourist experience and the documented reality of the Uyghur people remains wider than ever.
