Xinjiang to incentivize inbound tourism through subsidies

Northwest China's Xinjiang Uygur autonomous region is encouraging inbound travel through incentives and subsidies for travel agencies, charter flight organizers, and foreign-language guides.

At the 2026 Xinjiang Culture and Tourism Development Conference in Hotan on Wednesday, Wang Dong, secretary of the leading Party members group of the Xinjiang regional culture and tourism department, said the region has implemented such policies for two consecutive years, providing 1.3 million yuan ($192,000) in subsidies to eight travel agencies.

Further incentives will be offered this year to agencies that bring in the most overseas tourists, as well as charter flight organizers, and enterprises that promote Xinjiang's tourism resources and products abroad. Financial support will also be available for foreign-language guides based in Xinjiang who meet annual inbound tour group quotas, he noted.

Cities under the Xinjiang Production and Construction Corps — including Alaer, Tumxuk, and Shihezi — have also launched incentives for charter flights and special tourist trains.

According to the department, Xinjiang recorded 323 million tourist visits in 2025, up 8.03 percent year-on-year, with total expenditure reaching 370.1 billion yuan, an 8.4 percent increase. Among these, inbound visitors totaled 2.36 million, a year-on-year increase of 5.65 percent, generating revenue of $2.07 billion, marking a 6.16 percent rise.

Arrivals to Xinjiang from Hong Kong, Macao, and Taiwan rose significantly in 2025. Notable growth has also been observed in Southeast Asian and Central Asian markets.

Alongside domestic officials, scholars, and business insiders, the conference also saw participation from international travel agents.

Liong Fong Bee, general manager of Malaysia's Best Experience Tours Sdn Bhd, said she has observed growing curiosity and interest in Xinjiang among Malaysian tourists. She noted that Malaysian travelers are moving beyond typical sightseeing itineraries to seek immersive experiences that bring them closer to local customs and daily life. With its blend of natural beauty and cultural landscapes, Xinjiang fits that demand, and inquiries and bookings have been rising year by year.

Aisha Mambetalieva, general manager of Kyrgyz Tourism LLC, said the Torugart and Irkeshtam land ports have facilitated tourism development, while shared Silk Road heritage offers opportunities to build travel routes connecting historical sites in both Kyrgyzstan and China.

Noting that the Tianshan Mountains span both countries, she suggested a joint push for sightseeing, outdoor recreation, and short-term cross-border trips, while strengthening cooperation and building long-term partnerships in the tourism sector.

The 2026 Xinjiang International Travel Agent Conference took place in Hotan the same day, with representatives from 23 foreign countries and their Chinese counterparts engaging in tourism promotion, contract negotiations, and business matchmaking.

Previously, these international travel agents attended a four-day familiarization tour covering Urumqi, the Ili Kazak and Bortala Mongolian autonomous prefectures, as well as Aksu and Hotan prefectures. The tour was expected to help agents recognize the richness and diversity of Xinjiang's cultural and tourism offerings.