/PRZWT/2025 marks the 70th anniversary of the establishment of Xinjiang Uygur Autonomous Region. This vast territory, which covers one-sixth of China's land, continues to attract the attention of global travelers with its magnificent natural scenery, diverse ethnic cultures and all-season tourism experiences.
According to data from the Department of Culture and Tourism of Xinjiang Uygur Autonomous Region, in the first half of this year, Xinjiang received a total of 130 million tourists, an increase of 11.15% year-on-year. Emerging business forms such as self-driving Tours and ice and snow tourism are performing actively, and the cultural and tourism market is steadily recovering. This popularity continued during the just-passed National Day holiday, with a particularly strong demand for long-distance travel. Xinjiang, as a long-distance destination, became one of the favored destinations for tourists. During the National Day holiday in 2025, the occupancy rate of Wanda hotels in Xinjiang region increased by more than 6 percentage points year-on-year. Hotels in Urumqi, Altay, Kashgar, Taxkourgan and other places were fully booked for several consecutive days.
Against this backdrop, Wanda Hotels & Resorts has been continuously deepening its business layout in Xinjiang. By promoting the coordinated development of multiple brands, entering key cities and innovating products and services, it has been constantly enhancing the local accommodation supply capacity and contributing to the improvement of regional tourism service quality.
Rooted in Urumqi, we build a diverse range of accommodation options
Urumqi is the core city where Wanda Hotels are located in Xinjiang. Since the opening of the Wanda Vista Urumqi in 2016, it has been a leader in the local luxury hotel market for many years. This hotel, with its design style that integrates local elements, complete conference facilities and local characteristic dining experiences, has become an important stop for business activities and quality travelers.
As of now, Wanda Hotels & Resorts has opened a total of 8 hotels in Urumqi, covering multiple market segments from luxury to mid-range. The Wanda Yihua Hotel and Wanda Meihua Hotel, which opened in April this year at Urumqi High-Speed Railway Station, respectively focus on the "urban living room" social scene and the "light luxury modern" design concept, meeting the diverse needs of business travelers, families and young consumers.
In addition, the Wanda Reign Hotel and Wanda Jinhua Hotel of Urumqi City Investment, which are set to open at the end of this year, are dual-brand hotels located at the foot of the national 4A-level scenic area Hongguangshan Forest Park, just a stone's throw away from Xinjiang International Convention and Exhibition Center. With a "convention and exhibition + cultural tourism" dual-core driving model, they are committed to creating a new landmark for international travel and residence. It is worth mentioning that the Wanda Vista Hotel features an outstanding sky lobby and conference facilities. As the designated reception hotel for Xinjiang International Convention and Exhibition Center, the largest convention and exhibition center in Central Asia, the two hotels have jointly created seven flexible and versatile venues, ranging from a 37-square-meter private boardroom to a 1,200-square-meter pillarless luxury grand ballroom, and are equipped with dedicated conference butters to provide one-stop services.
Expand key cities and enhance travel convenience
Based on consolidating its position in the Urumqi market, Wanda Hotels has gradually expanded into major tourist cities such as Kashgar, Turpan, Korla and Taxkorgan.
Taking Altay Prefecture as an example, relying on the high-quality ski resort resources in northern Xinjiang, the Wanda Vista Altay Hotel has created a series of characteristic products and services, providing skiing enthusiasts with a one-stop high-quality experience from the ski resort to the guest room. The hotel has launched a deep collaboration with the trendy sports brand NITRO, jointly creating themed guest rooms, shared Spaces and a distinctive bar. They have also introduced co-branded room cards and card holders, significantly enhancing the brand's trendy attributes and guests' willingness to collect them.
In addition, Wanda Hotels & Resorts has further brought high-quality accommodation experiences to the plateau region, and the Wanda Vista Taxkorgan Pamir Hotel is one of the key locations. The hotel is located on the Pamir Plateau. With its unique geographical location and meticulous service, it has become an ideal stopover for exploring the charm of southern Xinjiang.
The hotel is within walking distance of famous scenic spots such as Stone City and Jincaotan, and can be reached by car along the Panlong Ancient Road. Just by opening the window, you can enjoy the beautiful scenery of snow-capped mountains. To cope with the high-altitude environment, all guest rooms are equipped with self-service oxygen facilities and diffused oxygen supply systems, effectively alleviating altitude sickness for guests and ensuring a comfortable stay. The hotel also offers 24-hour room service and personalized travel customization, ranging from scenic spot recommendations to food guides, meticulously meeting the diverse needs of tourists.
Up to now, Wanda Hotels & Resorts has opened 22 hotels in Xinjiang and has over 40 signed projects. Plan and gradually form three major routes: the Kanas Loop in northern Xinjiang, the Duku Loop in Yili, and the Grand Loop in southern Xinjiang.
In terms of marketing, Wanda Hotels has meticulously planned and combined package products such as summer Tours, golden autumn Tours, and ski seasons to support the marketing and promotion of its hotels. These packages cover many popular tourist destinations, such as Altay, the Snow capital of China, the ancient city of Kashgar, and the poplar forest in the Tarim Basin.
Integrate into the local culture and explore a new model of "hotel +"
Wanda Hotels are committed to becoming a "window" for tourists to perceive local culture. Relying on its hotel network in Xinjiang, its light luxury customized travel brand "Wanyouji" has gradually expanded its service territory, continuously delved into local culture, and launched multiple innovative travel routes. At present, "Wan You Ji" has launched the "Kashgar - Taxkorgan in Southern Xinjiang" in-depth tour in Xinjiang, connecting the scenery of the Pamir Plateau with the cultural customs of the Tajik people, which is in line with the trend of theme travel such as self-driving and photography. The "Northwest Three Cities Joint Tour" focuses on off-peak leisure, allowing tourists to immerse themselves in the slow pace of life in the vast northwest. Meanwhile, one-day tour products such as "Xibaiyanggou Nanshan Pasture", "Urumqi City Tour", and "Tianshan Tianchi" meet the diverse needs of short-distance micro-vacations.
In the future, "Wanyouji" will rely on Wanda Hotels' continuous layout in Xinjiang to gradually build three major theme product systems covering the secret spots of southern Xinjiang, the wonders of northern Xinjiang and the grand loop between the north and south of Xinjiang, truly realizing "Stay at Wanda Hotels, tour the whole of Xinjiang", allowing every traveler to deeply experience the natural beauty and cultural charm of Xinjiang beyond comfortable accommodation.
Wanda Hotels & Resorts, with its innovative product concepts and deep integration with local culture, has been deeply involved in the contemporary process of Xinjiang's cultural and tourism development. From a bed to a window, from a hotel to a route, Wanda Hotels & Resorts is building a more complete travel and residence network with a "hotel +" ecosystem. Inject lasting impetus into Xinjiang's tourism from "traffic" to "retention", and from "popularity" to "depth". Enable guests to enjoy a comfortable stay while better exploring the beauty of the local nature and culture.
