Artists perform a dance at the opening ceremony of the event that brings Xinjiang closer to Vietnamese people on April 27 in Hà Nội. Photos courtesy of Chinese Cultural Centre

HÀ NỘI — The distinctive culture, natural landscapes and tourism potential of China’s Xinjiang Uyghur Autonomous Region were showcased in Hà Nội on April 27, in a bid to attract more Vietnamese visitors to the region in 2026.

The Chinese Cultural Centre, in coordination with relevant partners, organised a programme in the Vietnamese capital to promote and share Xinjiang’s cultural and tourism resources abroad as part of its Việt Nam leg.

Held under the theme Xinjiang is a Wonderful Land, the event formed part of activities implementing the two countries’ joint statement on the Việt Nam–China Tourism Cooperation Year 2026–27.

Organisers said the programme was intended to boost people-to-people exchanges, strengthen business connections and deepen the comprehensive strategic partnership between the two countries.

At the event, delegates had the opportunity to experience Xinjiang’s music and dance performances, view a photo exhibition highlighting the region’s natural landscapes and ethnic diversity and watch films featuring seasonal tourism routes and distinctive cultural products.

Addressing the opening ceremony, Zhang Deshan, director of the Chinese Cultural Centre, said Xinjiang was a magnificent land with snow-capped mountains, grasslands, deserts, oases and relics of the Silk Road.

Photos of beautiful natural landscapes and Xinjiang's typical crafts are on display at the event.

In recent years, the Xinjiang is a Wonderful Land brand has gained international recognition. Zhang said the event, together with the Việt Nam–China Tourism Cooperation Year, was expected to attract more Vietnamese visitors to Xinjiang.

"Việt Nam is an important tourism market for Xinjiang. Despite the geographical distance, the two sides share many cultural and sentimental similarities, creating a favourable foundation for long-term cooperation," said Zhang.

"Today's event will not only be a positive response to the two countries' tourism cooperation year but also an opportunity to exchange ideas, connect and spread the scenic value and cultural depth of Xinjiang to the Vietnamese people."

Xing Jiuqiang, counsellor at the Chinese Embassy in Việt Nam, said the event contributed to implementing the high-level joint statement, opening the door for Vietnamese people to better understand China in general and Xinjiang in particular.

He said he hoped both sides would strengthen cooperation in culture and tourism while further strengthening friendship between the two peoples.

Artists perform with a drum and traditional instruments of Xinjiang.

Attending the event, Nguyễn Thị Hoa Mai, deputy director of the Việt Nam National Authority of Tourism, said China was one of Việt Nam’s largest tourism markets, sending a significant number of visitors, particularly in 2025.

In turn, Việt Nam was among the major source markets for tourists to China. She noted that tourism promotion activities between the two countries had been regularly maintained through a range of programmes across different localities.

She welcomed China’s continued tourism promotion efforts in Việt Nam in recent years and said that in 2026, Việt Nam would organise three tourism promotion conferences in China.

“With these efforts and approaches, I believe that the number of tourists traveling between the two countries will be boosted in the coming time, especially when the two countries continue to have favourable air travel and visa policies and businesses offer attractive and affordable tour routes, which will certainly attract people from both countries to travel and visit each other,” said Mai. — VNS