After visiting snowcapped mountains, canyons and grasslands, tourists can stay in a Kazak-style yurt and sample milk tea, cheese and roasted lamb. They can also make kumiss (fermented mare's milk) and enjoy singing, dancing and horse shows.

Yang says that tailored trips are a tourism trend in Xinjiang, and they organize activities, such as cycling and fishing for young travelers, to cater to demand.

"With a variety of landscapes, Xinjiang offers various activities throughout the year, such as hiking, camping and skiing, for travelers of all ages and interests," says Wang Xiaoxue, deputy head of tourism research at Mafengwo, a travel service and social networking platform.

"To boost tourism, creating new travel experiences based around the region's resources could be a possible breakthrough," she adds.

She points out that during peak season, ticket shortages, high accommodation costs and varying service quality are common challenges that demand attention from tourism authorities.