Cultural Exchange

Cultural Tourism: in Pursuit of Idealism

Changji Hui Autonomous Prefecture draws upon the geographical advantage as an along-the-Silk-Road region, strengthens tourism by culture and promotes culture by tourism. Changji has undertaken measures like resource aggregation, regional integration, project complementation and industry convergence. The combination of culture and tourism serves as a brand-new pathway of global tourism.

From January to July 2018, the number of trips to Changji has totaled 14.1 million, a 37% year-on-year increase. Travel consumption has risen 42% over the same period of last year. The charm of leading travel brands has enhanced, which can be reflected on the tours to Tianchi Scenic Area on Tianshan Mountain, to Jiangbulake, Dushi and other major tourism spots grew by 40% on a year-on-year basis. The contribution of tourism to hotel, catering and passenger transport industry has exceeded 80%. About 46,000 people are directly employed in the tourism industry, with another 230,000 people working in tourism-driven industries.

The Symphony of Cultural Tourism

In the beautiful summer of August, visitors from all over the world gather here in Jichang for its supreme splendour.

The picturesque Tianchi Scenic Area comprises blue water that mirrors snow-capped peaks, and spruce trees that surrounds the whole place. Tianchi literally means the ‘heavenly lake’. This legendary rendezvous of Queen Mother of the West and King Mu of Zhou, now also beguiles more than two million domestic and foreign tourists.

The story of Queen Mother of the West adds some flavor of mystery to the cultural tourist attractions of Jichang. Local events such as the Tianchi Ice and Snow Festival and Tianchi International Concert have been held to attract more visitors. Scenic spots like Tianchi Folk Custom Park, Queen Mother’s Peach Orchard, Park of Immortals, and Cave of the Medicine King offer tourists precious chance to experience the culture here. Moreover, the industrial chain of tourism has been extended due to the fascinating cultural products here. 

Walking along the alleys in the Ruins of Beiting Ancient City, you can imagine the used-to-be white walls, gray tiles, azure bricks, and red gates. Every single piece of brick and blade of grass here is a relic of history and culture. Attracted by its reputation, travellers come here to listen to the stories of this quaint Tang-styled town. Once an politically important place in the prime of Tang dynasty, the county of Jimusar is now under fast development by inheriting the legacy of the ‘Western stories of Han and Tang dynasties’, and creating ‘new Beiting of breath-taking scenery’. With an aim of boosting tourism via cultural development, the local government has invested over 100 million yuan to build the Beiting Museum, restore Jushi Ancient Route and Thousand Buddha Caves. They also tried to add cultural and historical ingredients into scenic spots and thus held such theme events as ‘Beiting Folk Custom Festival’, ‘Sightseeing along Jushi Ancient Route’ and ‘Exploring the Jurassic Period at Beiting Park’.

In July, the tourism and gourmet festival, the exhibition of special local husbandry products and the horse racing competition were held consecutively in Mori Kazakh Autonomous County. They are part of the efforts to reasonably combine culture with tourism and accelerate the development of ‘all-for-one’ and ‘all-year-round’ tourism, which aims at engaging all scenic spots, industries, and residents to advance tourism throughout the year. ‘There will be scenery anytime and everywhere’.

On July 21st, the 6th Qitai Gourmet Festival kicked off in Qitai County. People paid their visit here for the vast canola field, appetizing local cuisine, and riveting folk custom. Within merely 3 days, this tourism-facilitating event helped the county harvest a total tourist revenue of 160 million yuan, hitting an annual record high.

The past few days has witnessed a boisterous Dushi Resort. As ‘Tingzhou Carnival: Visiting Changji with Family’ opened, visitors here became busy tasting local food and listening to Xinjiang folk tunes, while students of various ethnic groups enjoyed learning Beijing Opera, solving lantern riddles, etc. This hundred-day event consists of nearly a hundred theme activities to promote local tourism.

In Manas County, the Asian Glamour Tourist Festival is picking up steam; the Great Circus is always crowded with audience; the Biyuyuan Chinese Boxer Competition was held. All of these events are aimed to exhibit special local culture.

Having a bite of culture over sightseeing, you will come to know that this is where idealism lies. While culture allures tourists, tourism booms a culture in return. By integrating culture with tourism, we create more tourist attractions of profound cultural connotation.

New Drive for Cultural Tourism

The moment you set foot on Changji, you find yourself unfolding an magnificent paysage where there are rural courtyards of primitive simplicity, time-honored ancient towns, spectacular wetland parks, ‘the source of holy water’ and more.

On July 27th, the antique food street in Jichang is full of not only tempting snacks but also foodies from various places. The street owes its rocketed popularity to the successful promotion of in-depth cultural tourism. Ever since this May, the number of daily sightseers has reached 3000 to 4000. At weekends, this number even exceeds 10,000.

Mori Kazakh Autonomous County has been known for its traditional hamlets, and the famous Mori Ancient Academy. This important stop along the northern branch of the ‘New Silk Road’ is also home to Chinese stitch-work, Chinese chickpea and long-eyebrow camels. Here converges agricultural and nomadic communities.

The ‘Happy Town’ in Changji is a good example of cultural tourism. The two-year-old town has already enjoyed its wide popularity throughout the Wuchang area.

Apart from special local food, there are dozens of pottery workshops, customizing florists, shops of wooden handcraft, pubs of local characteristics, music studios, bookshops and other stores of cultural products. This fashionable town redefines ‘leisure’ and has emerged as a heated tourist spot.

“Riding on a river, I see ten miles of beautiful scenery.” Similarly, riding on culture, tourism will embrace a brighter future, which will in turn advance culture. Holding dear this principle, the Jichang government speeds up to integrate cultural and tourist resources to create new commercial pattern for the purpose of enhancing the core competitiveness and vitality of tourist products.

ome of the key achievements are as follows.The city government launched sci-tech traveling based on related projects, facilities and institutes for the popularization of science. They also tapped into revolutionary tourism resources in accordance with the core socialist values. In order to develop ‘tour of cultural experience’, they gave full play to local intangible cultural heritage, traditional hamlets, cultural relics, art galleries and other resources in order to associate cultural tourism with such industries as theatre, art performance, entertainment, and animation. Moreover, backed by Xinjiang Grand Theatre and county-level and municipal cultural creation industries, the government strives to create a well-known brand of cultural tourism to showcase the best of Jichang.

Zhang Zibin, director of Jichang Municipal Bureau, observed that while tourism helped to carry forward culture, the latter consequently contributed to the upgrading of the former. From his perspective, ‘cultural tourism’ does not simply mean ‘culture + tourism’. It requires in-depth cross-industrial coordination to fashion new drive for economic growth.  

Enhancing the Competitiveness of Cultural Tourism


The combination of culture and tourism ensures the steady upgrading of tourism. Jichang is making incremental progress on this subject.

Starting from‘Changji souvenirs’, the local government opens up to  cultural creations, aiming at‘introducing Changji to the world through its souvenirs’. In recent years, the industrial chain of culture-innovation tourism has been extended due to the fascinating brand‘Changji souvenirs’. Till now, the initial eighteen "XinJiang souvenirs at Changji Standard Experience Stores" have been put into operation.

To accelerate the development of culture-tourism, the local government make fully use of exhibition to present the intangible cultural heritage projects such as paper-cut, embroidering, Xinjiang folk tunes. What’s more, the ethnic singing and dancing show "Thousands Times of going back to the West Regions" and the musical "Bieshibali" have been showed to the public. Basing on plenty of cultural works, Changji government also try to establish rural culture zones to promote folk products to the public.

Changji autonomous prefecture, depending on the superior geographical environment, is dedicated to nuture four characteristics tours to visiting Tianshan Grassland Sightseeing, Breath-taking Scenery of Desert, Silk Road Culture and Modern City Leisure. They also try to forming a new pattern integrating humanity, nature, cultural relic, landscape, ethnic and ecology with culture-oriented products. Moreover, we are going to nature special towns integrating culture with tourism in Changji Autonomous Prefecture, teachering bases researching historic and folk culture according to the relics of Beiting Ancient City in Jimusar, ancient civilization exibitions which emphasis on the relics of Four Gully in Mori Kazakh Autonomous County, and rock painting in Kangjia Shimenzi, Hutubu country, cultural exhibitions to experience Biyu culture in Biyuyuan in Manas country, experiencing exhibitions of traditional cultivation culture in Mulei and Qitai country, and industrial tourism exhibition represented by Xinjiang Industry exhibition in Fukang. All of these measures adopt the win-win strategy “to realize the virtuous circle and combination between culture and tourism

Based on the overall conditions, it can thrive in a domain so as to promote and influence the overall conditions. The selected routes connect the soul of the integration of culture and tourism in Changji. To polish ourselves both inside and outside rejuvenates the historical and cultural remains. Literary and artistic works expand the influence of historical and cultural heritage.

The picresque and auspicious Changji prefecture is keeping on striving with endless energy toward success. Based on the development plans, the leading group and villages are making their contributions to promote the combination of culture and tourism, applying to advancing the development of cultural tourism.