Discover Xinjiang’s Rich Culture and Scenic Wonders at ‘Kiss Xinjiang’ Event in Shanghai, China – Highlighting Tourism Opportunities Across the Region

At the 2024 China International Travel Mart, Trip.com Group, in collaboration with the Xinjiang Provincial Department of Culture and Tourism, introduced the highly anticipated “Kiss Xinjiang” project. Held from November 22–24, 2024, at the National Exhibition and Convention Centre in Shanghai, the event showcased the unique cultural and tourism offerings of Xinjiang, drawing significant attention from both domestic and international audiences. This landmark initiative highlighted the rich diversity of Xinjiang’s landscapes, culture, and experiences, positioning the region as a must-visit destination for global travelers.

Representing 12 regions, three hotels, and 15 scenic spots, the Xinjiang delegation made a powerful impact with 379 cultural and agricultural products, offering a taste of the region’s exceptional tourism and cultural assets. Among the many highlights were iconic locations such as the Hami Yadan Scenic Area, Bosten Lake, Tianchi International Ski Resort, and Turpan’s Grape Valley. Through immersive exhibits, cultural promotions, and interactive displays, the “Kiss Xinjiang” project offered a glimpse into the region’s vibrant tourism potential.

Showcasing Xinjiang’s Cultural and Tourism Riches

The collaboration between Trip.com Group and the Xinjiang Department of Culture and Tourism emphasized the importance of leveraging resources and expertise to elevate the region’s tourism profile on the world stage. The exhibition area, spanning 163 square meters, was thoughtfully designed to reflect Xinjiang’s rugged beauty, with a thematic focus on two iconic routes: the China National Highway 219 (G219) and the Duku Road, which weaves through the Tianshan Mountains. These routes symbolize Xinjiang’s geographical diversity, with expansive deserts, snow-capped mountains, and vast plateaus, offering a diverse array of experiences for travelers.

The “Kiss Xinjiang” exhibit was divided into five key segments: Innovative Xinjiang, Ice and Snow Xinjiang, Taste of Xinjiang, Digital Xinjiang, and Inbound Xinjiang. Each section featured the region’s strengths, from its rich cultural heritage and agricultural produce to its flourishing ice and snow tourism and digital innovations. Among the most eye-catching features was the presentation of Xinjiang’s food culture, with traditional dishes that are a mix of Central Asian, Chinese, and local influences. The exhibit also highlighted Xinjiang’s push for smart tourism, offering a sneak peek into future travel experiences through the integration of technology with traditional tourism services.

Inviting Global Travelers to Experience Xinjiang

Tourism representatives from Urumqi, Altay, Kashgar, and Hotan were present, showcasing Xinjiang’s year-round offerings. Presentations focused on winter activities like skiing, snow appreciation, and wellness tourism in Altay’s snow-capped mountains, while the desert regions of Turpan offered a stark contrast with their scorching heat and scenic beauty. Xinjiang’s diverse landscapes—from the snowy peaks to the golden sands—provide travelers with the opportunity to experience the region in all its seasonal glory. Tourists were invited to explore Xinjiang’s rich history, traditions, and cultures, and were offered the chance to plan visits that could include everything from snowy mountain adventures to desert explorations.

The global appeal of the “Kiss Xinjiang” project was amplified by the participation of international influencers (KOLs and KOCs), whose presence helped spread the word about the unique offerings of the region to their global audiences. As part of China’s “Tourism Revitalises Xinjiang” strategy, this collaborative effort fosters high-quality development and promotes the region as an international travel destination.

Connecting with the Younger Generation

On November 23, 2024, the initiative expanded its reach beyond the exhibition halls, with a special showcase at the Shanghai Songjiang University Town. The “Kiss Xinjiang” Cultural Tourism Promotion Conference aimed to inspire students and the younger generation to discover the beauty of Xinjiang for themselves. This initiative not only targeted seasoned travelers but also encouraged young people to explore the region’s cultural treasures and diverse landscapes. This outreach effort is part of a broader strategy to create awareness about Xinjiang’s tourism potential and nurture a future generation of travelers.

A Glimpse into Xinjiang’s Future as a Leading Tourism Destination

The “Kiss Xinjiang” project marks the beginning of a new chapter in Xinjiang’s tourism development, highlighting its abundant cultural and natural resources to the global market. The collaboration between Trip.com Group and the Xinjiang Department of Culture and Tourism aligns with national tourism objectives, aiming to boost the region’s appeal as a tourist hotspot. By integrating innovative tourism experiences, cultural preservation, and modern technological solutions, Xinjiang is set to become an essential destination for those seeking authentic experiences in one of the world’s most diverse regions.

For travelers, Xinjiang offers not only iconic attractions but also a rich tapestry of history, culture, and hospitality that promises to leave lasting memories. Whether visitors are drawn to its natural beauty, cultural richness, or the warmth of its people, Xinjiang offers something for everyone. As the region continues to grow in popularity, the “Kiss Xinjiang” initiative is poised to play a key role in showcasing its unparalleled appeal to the world.