Hello! China – 2025 World Cultural Heritage Tourism Promotion Kicks off in Turpan

The ancient city of Jiaohe preserves the complete layout of a historic Chinese settlement, the Grape Valley enchants visitors with its lush landscapes, and the Karez wells showcase the ingenuity of laborers... As a pivotal hub along the ancient Silk Road, Turpan in China's Xinjiang Uygur Autonomous Region stands as a testament to the exchange and convergence of Eastern and Western cultures, boasting a wealth of historical and cultural heritage.  

Recently, the Hello! China – 2025 World Cultural Heritage Tourism Overseas Promotion Season (hereinafter referred to as the Heritage Season) launched in Turpan. Over 150 Chinese and international guests, including representatives from participating organizations, members of the Silk Road Tourism Cities Alliance, tourism industry leaders, and experts, gathered to explore new approaches to heritage conservation and tourism development.  

Under the theme "Cherishing Cultural Heritage, Building a Shared Future," the event aims to deepen international cultural and tourism cooperation while fostering the integrated growth of heritage preservation and the tourism industry. During the opening ceremony, officials introduced Xinjiang's cultural and tourism resources, and discussions were held on topics such as international collaboration in Silk Road heritage conservation, innovative tourism development in Turpan, and strategies for balancing preservation and tourism.  

With 59 UNESCO World Heritage Sites, China ranks among the top globally. Francesco Frangialli, Honorary Secretary-General of the UN Tourism Organization and former head of the French Tourism Authority, noted that the ancient Silk Road served as a bridge connecting diverse civilizations, with its route rich in World Heritage Sites. He emphasized the vital link between culture and tourism, as historic cities, monuments, and landscapes attract increasing numbers of visitors, generating revenue that supports heritage conservation.  

Cultural heritage is not only a record of history but also a bridge between civilizations. Turpan alone is home to 1,491 immovable cultural relics, including two UNESCO World Heritage Sites—the Jiaohe and Gaochang ruins—and 13 nationally protected heritage sites. These treasures serve as living proof of China's multicultural exchanges and mutual learning along the Silk Road.  

"Facing the global challenge of preserving earthen ruins (architectural remains primarily built with raw, unfired earth), we have established a three-tier protection system covering structural conservation, environmental management, and value interpretation," said Zhang Yong, Deputy Director of Turpan's Cultural Heritage Bureau. "Our approach has shifted from emergency rescue to combined rescue and preventive measures, as well as from single-site protection to comprehensive regional conservation."  

In recent years, Turpan has leveraged technology to enhance the heritage + tourism model, using AR (augmented reality) and VR (virtual reality) to offer immersive experiences, breathing new life into ancient relics through modern innovation.  

The Heritage Season, running until November 2025, is part of China's regional-themed overseas tourism promotions. Activities include global screenings of themed videos, photo exhibitions, and showcases of local culture and tourism resources. Offline promotional events under the "Hello! China" campaign are also planned in Japan, the UK, and the US.