Xinjiang - Urumqi, the capital city of China's Xinjiang Uyghur Autonomous Region, has long been a captivating tourism destination for tourists from both within China and abroad. According to China’s Xinhua News, the city recorded 50.57 million tourist visits in the first half of 2025, making it China's third most popular summer travel destination. What makes the city so charming among tourists? I, an iChongqing reporter, embarked on the journey to find the answer.

Unlike other megacities in China, Urumqi is well-balanced between tradition and modernity. You will see modern skyscrapers here and there, subway networks crisscrossing underground, and new energy vehicles running on roads. However, those distinctive traditional architectures, local people in traditional costumes, traditional lifestyles, and traditional food remind people that the city closely embraces its traditions. It's their tradition that makes the city unique, alive, and captivating.

The Great Bazaar in Urumqi (photo/Xuelin Mu)

The bustling Grand Bazaar, a landmark of the city, is a must-visit place. Covering an area of 100,000 square meters, the Bazaar hosts over 3000 shops. It features unique traditional architectures, folk customs, cultural heritage, and palatable local food, which delivers the unique charm of diverse cultures represented by different ethnic groups as well as high-quality agricultural and animal husbandry products across Xinjiang to tourists. In the daytime, a variety of commodities like exquisite handicrafts, silk, tempting local food like Nang and roasted lambs, rhythmic drum beats, and Uyghur trumpet enthrall visitors; at night, foodies begin to indulge in a wide range of delicacies ranging from baked buns to kebabs. The bustle and hustle scene displays a dynamic Urumqi.

The Muqam Troupe of Xinjiang Art Theater (Photo by Xuelin Mu)

Mentioning music and dance, we must give focus on the Uyghur Muqam art that integrates traditional Uyghur music, dance, and musical instruments, which are popular in some Asian countries, including China. In 2005, the Chinese Xinjiang Uyghur Muqam Art was inscribed on the UNESCO “Representative List of the Intangible Cultural Heritage of Humanity”. Urumqi owns the first-rate Muqam Troupe, the Muqam Troupe of Xinjiang Art Theater. The troupe is now the only professional art performance group in China dedicated to collecting, researching, inheriting, and staging the unique, charming Uyghur art. Now the troupe has performed the art in over 100 countries and regions, winning high praise and a warm welcome from audiences worldwide.

A family in Urumqi is having the famous snack, baked bun with beef filling, at the night market (photo by Xuelin Mu)

During my journey, I had a chance to talk with a visitor from the UK, Iain, who visited Urumqi for the first time. He shared his impression of Urumqi with me. He said that in some ways, Urumqi is like other Chinese cities that have tall buildings, nice roads, and overpasses. However, the atmosphere in Urumqi is different from other cities like Hainan because many people here are from minority ethnic groups like the Uyghur ethnic group. So with their tradition being well kept, their lifestyles and dresses are different, which takes on a different aura. Marian from the US, for whom it's her second time to visit Urumqi, said that in other cities of China, local people would recognize her as a foreigner, but in Urumqi, people thought of her as a local Uyghur.

Back to my question, what makes Urumqi so charming? The answer can be found in people’s daily life. Its vigorous tradition, like traditional music, art, or lifestyle, becomes the most heart-touching code to attract tourists.