Xinjiang tourism flourishes as China promotes ethnic experiences

Xinjiang is experiencing a tourism boom, with over 300 million visitors in 2024, a significant increase from 2018. This surge is driven by government investment in infrastructure and promotion of the region's "ethnic" experiences. The Chinese government has heavily invested in Xinjiang's tourism, developing infrastructure and producing media to showcase its landscapes and culture. This effort aims to rebrand the region, which has faced international criticism for human rights abuses against Uyghurs. Despite the tourism growth, human rights groups allege that the promotion of "ethnic" experiences masks efforts to erase Uyghur culture. Many Uyghurs abroad remain fearful for their relatives and believe the presented tourist image is a sanitized version of reality.