MK sports a deputy to the National People's Congress and deputy general manager of Ili Cultural Tourism Industry Group Co Photo: Suo Yanqi/GT" src="https://www.globaltimes.cn/Portals/0/attachment/2025/2025-03-09/ba56bbae-b84f-40e1-a325-184b8b02cccf.jpeg" />

Kong Feifei, a deputy to the National People's Congress and deputy general manager of Ili Cultural Tourism Industry Group Co Photo: Suo Yanqi/GT

With the Chinese song Apple Fragrancegoing viral across major video platforms last year, Ili Kazak Autonomous Prefecture in Northwest China's Xinjiang Uygur Autonomous Region was brought into the spotlight with its snow-capped mountains, grasslands, and rich folk culture. 

During an exclusive interview with Global Times at this year's "two sessions," Kong Feifei, a deputy to the National People's Congress (NPC) and deputy general manager of Ili Cultural Tourism Industry Group Co, said, "Thanks to the development of short video platforms, this song has introduced more people to my hometown."

Addressing Western misinformation about Xinjiang, Kong said that people of all ethnic groups stand united, building their homeland with their own hands and striving for a happy life. In the face of these vivid realities, Western misinformation is weak and powerless.

In 2024, Xinjiang saw several cultural phenomena, with Apple Fragrancebeing one of them. The song's popularity inspired many people to visit Xinjiang.

Discussing the growing enthusiasm for Ili, Kong pointed out that online travel guides are increasingly popular, offering insights into local cuisine, accommodations, transportation, sightseeing, shopping, and entertainment—even highlighting lesser-known, niche attractions. This has greatly facilitated travel planning for visitors.

In 2024, short videos highlighting Ili's natural landscapes and cultural heritage drew significant attention from domestic tourists. This year, Ili plans to further expand its cultural and tourism influence through diverse initiatives, drawing visitors and igniting a surge in tourism-related consumption.

Kong previously served as the head of Qapqal town in the Qapqal Xibe Autonomous county and has been working in the cultural and tourism sector since last year. To leverage the popularity of Apple Fragranceand encourage more visitors to extend their stay in Ili and Xinjiang, Kong has conducted extensive field research, gaining deeper insights into tourists' needs and industry challenges, and has proposed targeted recommendations.

"I'm wearing traditional costumes of Xibe ethnic group today, and the embroidery on it is a national-level intangible cultural heritage." At the scene of "two sessions," Kong was one of many representatives dressed in striking ethnic clothing. Kong told reporters that Ili's breathtaking natural scenery and diverse folk culture are gifts from nature and history. With its deep historical and cultural heritage, Ili aims to develop its unique and abundant tourism resources in a way that both preserves their original character and meets the diverse needs of modern travelers.

Through initiatives such as study tours, cross-border tourism, winter sports, and folk culture experiences, Ili aims to transform its cultural heritage into compelling tourism products with wide appeal.

Asked about her top recommendations in Ili, Kong eagerly shared her favorites, momentarily becoming a "food and travel blogger."

"Ili has snow-capped mountains, forests, grasslands, wetlands, deserts, water areas, as well as historical sites, folk cultures, unique architecture, century-old inns, and border ports. It offers a full range of tourism resources, except for the ocean," she said.

She also mentioned that Ili's cuisine combines the flavors of various ethnic groups, including the Kazak, Uygur, Hui, and Xibe, creating unique and rich tastes. "Ili's whole roasted lamb uses sheep raised on the grasslands at the foot of the Tianshan Mountains. It is slowly roasted over charcoal for six hours, resulting in a golden, crispy exterior and a tender, juicy interior. The taste is exceptional and leaves a lasting impression."

As an advocate for Ili's cultural tourism and a promoter of "the real Xinjiang," Kong expressed anger and frustration over Western misinformation.

"Every time I hear Western claims about so-called forced labor and other false accusations against Xinjiang, I feel deep anger and sorrow, as these malicious slanders completely contradict reality and insult my beautiful hometown," Kong said.

From the perspective of the cultural and tourism industry, she emphasized that all ethnic groups are committed to building a better homeland and pursuing a better life. "Tourism is closely tied to both economic development and people's well-being, involving industries such as food, accommodation, transportation, shopping, and entertainment."

"As tourism flourishes, more locals are opening farm stays, pastoral inns, and boutique guesthouses, benefiting from the industry's growth. Their changed lives are a testament to the prosperity and growth of Ili's tourism. In the face of these vibrant realities, Western misinformation appears weak and powerless," she said.

Kong said that on this vibrant and captivating land of Xinjiang, people of all ethnic groups are united, building their homeland with their own hands and pursuing a happy life. "We warmly invite friends from around the world to visit Xinjiang, experience its unique charm firsthand, and help spread the truth about our region, countering malicious rumors with authentic voices!"

This year, the government work report proposed to "improve the leave system and ensure its effective implementation to unlock consumption potential in culture, tourism, sports, and other sectors," which deeply resonated with Kong, who works in the cultural and tourism industry. In her view, as living standards gradually improve, people are no longer satisfied with material consumption and are beginning to pursue spiritual enjoyment. Cultural tourism offers a platform for visitors to appreciate natural scenery while immersing themselves in local history, culture, and folk traditions.

She noted that the growing "cultural tourism boom" motivates industry professionals to continuously explore, curate, and innovate local cultural resources, developing diverse activities and immersive experiences to enhance visitors' enjoyment. At the same time, it further stimulates the prosperity of the cultural consumption market, forming a positive cycle and making cultural consumption play an increasingly important role in economic development and social life.