Storyline: Tourism boom reshaping Xinjiang's economy [Stand_up] Lincoln Humphries, Reporter: "In 2025, Xinjiang's tourism numbers are already up eleven percent year on year. More than 138 million tourists streaming in this year alone already, making it now China's third most popular summer tourism destination, and I'm really looking forward to finding out why." [Voice_over] I'm Australian, so coffee is compulsory to start the day, but this is far from any flat white I've ever had. A traditional Xinjiang naan bread, fashioned into a clever vessel, carrying cultural innovation and a tasty beverage. Now fully caffeinated, I'm ready to make my way to discover some more active culture. The International Grand Bazaar in Urumqi is the epicentre. Shops now report full shelves and full cash registers. [Sound_bite] Vendor, International Grand Bazaar, Urumqi City: "We do about 1,000–2,000 yuan a day. Especially in July and August, there are many tourists, and the evenings are especially busy. We're tired, but it's a good kind of tired." [Voice_over] Xinjiang's tourism numbers topped 130 million visits in the first half of this year, while total visitor spending hit over 142 billion yuan, that is almost 20 billion dollars; both figures represent year-on-year increases surging past 11 percent. [Sound_bite] Wang Juan, Deputy Director, Department of Culture and Tourism, Urumqi: "Tourism has really boosted spending, created jobs, and helped hotels and restaurants grow. Take the International Grand Bazaar area where we are now—it's a clear example: here alone, cultural tourism has created jobs for more than ten thousand people." [Voice_over] I must admit I'm most excited by Urumqi's classic, cross-civilisational blends of cuisine. Perching atop the geographic centre of Asia, these flavours bend the tastebuds from East to West. A journey pleasing to the palate, plus easy on the eyes and hip pocket. [Sound_bite] Visitor: "I spent 14 days in Xinjiang. It's so beautiful—the food was great, it was a lot of fun, and the scenery was amazing. I'll definitely go back to explore more." [Sound_bite] Visitor: "I'm from Wuxi in Jiangsu Province. Prices here are pretty affordable—not expensive. I had a great time in Xinjiang and will come back." [Voice_over] Patently growing in popularity with domestic tourists, the next challenge for this frontier city is attracting more international visitors. [Sound_bite] Wang Juan, Deputy Director, Department of Culture and Tourism, Urumqi: "Our goal is to build Xinjiang into a world-class hub on the Silk Road Economic Belt, attracting more overseas visitors through innovation and new infrastructure." [Voice_over] I've been fortunate to experience a wide variety of China's cultures and cuisines, but Urumqi is distinctly unique. A colourful and constant soiree of sublime tastes and textures. The hearty meals, gorgeous blends of history and innovation, plus very healthy hospitality, are leaving my heart just as full as my stomach. [Restrictions : No access Chinese mainland]