The Other Side of Xinjiang: A Tourist Haven Amidst Controversy

Sun Nov 02 2025 08:57:17 GMT+0200 (Eastern European Standard Time)

As Xinjiang welcomes 300 million tourists, a deeper look reveals a complex narrative of beauty and repression, cultural erasure, and the impact of tourism on local communities.

In 2024, Xinjiang saw a surge in tourism, welcoming around 300 million visitors, more than double from 2018. While the region is praised for its stunning landscapes and rich culture, underlying issues of human rights violations and cultural erasure persist. Tourists experience a sanitized version of Xinjiang, often disconnected from its historical and political turmoil, raising questions about the implications of traveling to this politically charged region.

When Anna was planning her first visit to Xinjiang in 2015, her friends were perplexed.

They couldn't understand why she'd visit a place that back then was considered one of China's most dangerous areas.

One of her friends pulled out of the trip, worried for her safety. However, Anna went ahead and has recently returned, noting the dramatic change in tourist numbers. Xinjiang was as beautiful as I remember it, but there are far too many tourists now, especially at the major attractions, she remarked.

In 2024, Xinjiang welcomed an astonishing 300 million tourists, a significant rise from the 120 million visitors recorded in 2018, showcasing the region's charm as a travel destination. The Chinese government has invested heavily in tourism infrastructure, promoting Xinjiang as a beautiful yet underexplored area filled with natural wonders such as pristine lakes, majestic canyons, and rugged mountains.

However, this surge in tourism starkly contrasts with the troubling backdrop of human rights abuses, particularly against the Uyghur Muslim population, which has faced severe repression from Beijing. Reports of re-education camps and claims of cultural erasure raise challenging questions for travelers regarding the ethical implications of their visit.

Foreign tourists like Singaporean Sun Shengyao express mixed feelings about their experiences. Sun described Xinjiang's breathtaking views, likening them to a fusion of landscapes from New Zealand, Switzerland, and Mongolia, yet he noted the omnipresence of heavy surveillance, marked by police checkpoints and a restricted interaction with local Uyghurs.

While many visitors come away enthused by the region's beauty, voices like that of Uyghur-American activist Irade Kashgary caution against the romanticized portrayal of Xinjiang that overlooks serious human rights issues. What you experience is a whitewashed version of Xinjiang, she states, urging tourists to be aware of the complexities at play.

In contrast, local tourism bodies continue to promote a version of Uyghur culture stripped of its historical context, instead showcasing colorful festivals and activities that present a sanitized view of the region. As tourism thrives, foreign influencers are increasingly spotlighting Xinjiang, further entrenching its portrayal as a hidden gem. Yet, Kashgary reflects on the irony: while the province becomes a destination for many, those like her who have escaped face barriers to returning home.

The Chinese Communist Party's push for tourism is evident, with targets set for 400 million annual visitors and 1 trillion yuan in tourism revenue by 2030. But as the region’s natural beauty attracts more visitors, the narratives of oppression and resistance continue to linger, challenging the very perception of Xinjiang as a mere tourist spot.