China’s Xinjiang—an ethnically diverse region that continues to face Western sanctions over various human rights concerns—is planning to open up more to international tourists as part of efforts to boost tourism and diversify its economy.
The Xinjiang Uygur autonomous region, located in western China and covering a vast area, has become increasingly popular among domestic travelers, with a record 302 million visits reported last year.
In a recent action plan, local officials aim to further develop the region’s culture and tourism sectors, with goals to increase annual tourism revenue to at least 1 trillion yuan (US$138 billion) and attract a minimum of 400 million visitors annually by 2030. The plan emphasizes enhancing cross-border tourism and expanding trade in cultural goods and services.
While foreign nationals can generally enter Xinjiang without restrictions, they typically require special permits to access certain attractions like the expansive Bayinbuluke grassland, according to travel agencies operating in China. However, direct cross-border tourism is already seeing rapid growth, with over 5 million international visitors entering Xinjiang last year—a 46% increase from the previous year. International tourists spent nearly US$4.5 billion in Xinjiang in 2024, nearly triple the amount spent in 2023. Overall, tourism generated a record 360 billion yuan last year, according to official data.
A tourism surge is seen as a way to diversify Xinjiang’s economy and make it more resilient amidst Western sanctions, noted James Downes, an assistant professor at Hong Kong Metropolitan University. “Tourism can reduce dependency on traditional sectors like agriculture and energy, fostering growth in service industries,” he explained.
Xinjiang is a significant agricultural region, producing over 90% of China’s cotton and 80% of its tomatoes, and it plays a crucial role in the global supply chain for these products. However, the region has faced increasing sanctions since 2020 over allegations of human rights abuses—claims China has consistently denied. The United States passed the Uygur Forced Labour Prevention Act in late 2021, banning imports suspected of being produced with forced labor, a move followed by similar restrictions from the European Union in April 2024. Despite these measures, Xinjiang’s exports have remained robust, reaching over US$20.5 billion in the first four months of this year—up 23.9% from the previous year—with the U.S. emerging as the third-largest importer, increasing purchases by 153.7%.
Subramania Bhatt, CEO of China Trading Desk, said Xinjiang’s tourism industry has rebounded strongly post-pandemic, aided by improved infrastructure and greater social stability. He believes the region has potential to become a prominent destination for inbound tourism within China if it takes additional steps to open up. Suggested measures include expanding visa-free travel, offering more health insurance options, and providing multilingual guides. Bhatt estimates that if these measures are implemented, foreign visits could reach 8 million next year and possibly 12 to 14 million within the next three to four years.
