The Xinjiang Uighur Autonomous Region in China is emerging as one of the country’s fastest-growing tourism markets, driven by significant state investment in infrastructure and hospitality. Recent government data indicates the region attracted over 300 million tourist visits in 2024, generating nearly 360 billion yuan (approximately S$68 billion) in tourism revenue.

Travelers exploring the Ili grasslands and surrounding areas are greeted by vast, open landscapes punctuated by grazing livestock and diverse terrain. Local guides, such as Jia Yunfei—also known by his English name, Max—highlight the region’s appeal as a destination where people enjoy outdoor activities like fishing, rock climbing, and nature exploration. Jia describes Ili residents as relaxed and notes that the farther one ventures from urban centers, the stronger the sense of freedom and enjoyment.

Jia, 28, returned to Xinjiang in 2022 after spending six years in Xi’an working as a fitness instructor. He shifted careers to focus on tourism, combining his passion for the outdoors with the opportunity to showcase his homeland. His family history in the region dates back to the early reform era when his grandfather migrated from Anhui province as part of a military border defense initiative. Today, Jia conducts tours through the landscapes once traversed by his ancestors and recalls his own youthful adventures cycling across Xinjiang, stopping at herders’ homes and experiencing local hospitality firsthand.

The region’s natural environment plays a significant role in its rising popularity. Visitors to Ili describe alpine gorges lined with dense spruce forests creating dramatic mountain vistas. Jia expresses enthusiasm about the unrestricted access to these scenic areas, emphasizing the feeling of freedom that resonates with travelers and locals alike.

The development of transportation networks and hotel facilities has been central to the region’s tourism expansion. Although specific details on the types of infrastructure investments were not provided, state media reports underscore the government’s commitment to promoting Xinjiang as a destination for domestic travelers.

As tourism continues to grow in Xinjiang, the Ili grasslands symbolize a broader trend of increasing interest in China’s western regions, combining cultural heritage with natural beauty to attract visitors seeking a diverse and active travel experience.