"Local residents can benefit from tourism on their doorstep. ... People are proud to share their culture and hometown, and provide generous hospitality. This gives visitors a more immersive experience instead of just a cursory glance," says Kanarya Yarmamat, deputy director of the city's culture, sports, radio, television and tourism bureau.

During the recent National Day holiday from Oct 1 to 7, Yining city received 896,100 domestic tourists, an increase of 23.99 percent over the same period last year and generated tourism revenue of 614 million yuan ($86.44 million), a 31.97 percent year-on-year increase.