URUMQI -- This winter, Nicolas de Fermor, a passionate French skier, traded the familiar for the unexpected. He set off on an inaugural journey to Northwest China's Xinjiang, where a booming ice-and-snow tourism season is drawing an increasing number of international tourists.

"We came especially for the snow season," the Parisian said, catching his breath at the Silk Road Ski Resort in the suburban area of Urumqi, the regional capital. "But what surprised me most was how easy everything was -- booking with my passport, paying by phone, staff speaking fluent English. We'll definitely be coming back soon."

He's among a growing wave of international visitors discovering what government statistics confirm: Xinjiang is emerging as a popular world-class destination thanks to China's policies that facilitate visas, payments and accommodation for inbound tourists.

Xinjiang received over 2.1 million overseas tourists in the first 10 months of 2025 alone, representing a yearly increase of 6 percent. Visitors flock to the region, drawn by its stunning natural landscapes, including snow-capped peaks and golden deserts, as well as its rich cultural heritage found in ancient streets and vibrant bazaars.

"Between June and September (the peak tourist season), it's difficult to even book an English-language tour guide," said Chen Bianxia, an English-speaking tour guide with nearly two decades of experience.

Liang Changhong, general manager of China CYTS Tours Holding Co., Ltd.'s Xinjiang branch, observed that while Southeast Asian tourists prefer natural landscapes and increasingly opt for independent travel, European and American visitors are drawn by the historical cultural heritage of the ancient Silk Road.