Northwest China's Ningxia Hui autonomous region is moving to turn its distinctive mix of heritage, wine and desert landscapes into a new draw for global travelers, as it shifts toward more immersive and experience-based tourism.

The push comes as the region has gained rising attention following the UNESCO World Heritage listing of the Xixia Imperial Tombs in 2025, widely seen as a breakthrough for Ningxia's international visibility.

At a press conference on Friday, Wang Li, vice-chairman of the Ningxia regional government, said the region will focus on building an international tourism destination over the next five years by promoting diversified, experience-oriented and differentiated development.

"We will transform Ningxia's unique resources — mountains, wine, desert and the Yellow River — into more immersive and participatory tourism products, while advancing integration between tourism, culture and technology," Wang said.

The Xixia Imperial Tombs have become a key driver of this strategy. Wang described the site as an important testament to the diversity of Chinese civilization, adding that efforts have been made to improve both preservation and visitor experience since its UNESCO inscription.

In 2025, visitor numbers to the site rose by 70 percent, with international arrivals increasing 1.8 times, according to Wang.

Ma Rui, deputy director of the tombs' administrative office, said the site received more than 1 million visits last year, with tourism revenue up 51 percent year-on-year. The tombs' related online content has generated more than 2 billion views, making the site a major engine of tourism growth in Yinchuan, the region's capital.

For overseas visitors, the appeal lies not only in the scale of the site, but also in how its history is brought to life. A British writer, Harriet, who visited after the UNESCO listing, described the experience as "eye-opening".

"I didn't know much about Xixia before," she said. "But after visiting the museum and learning about the dynasty, I found it fascinating. There is so much history to explore, and the way it is presented makes it very engaging."

The heritage boost is also driving coordinated development across surrounding areas. About 31 kilometers from the tombs, at the foot of the Helan Mountains, Dulaan wine resort has launched integrated tourism initiatives linking cultural heritage with wine experiences.

"We've established joint mechanisms with the Xixia Imperial Tombs, including shared visitor flows and co-designed travel routes, to turn heritage-driven visits into longer stays," said Zheng Zifeng, head of the resort. He added that shuttle services, themed travel products and immersive cultural activities have been introduced to extend the visitor experience.

Wine tourism is expected to play a growing role in Ningxia's broader strategy. Wang said the eastern foothills of the Helan Mountains are recognized as a premium wine-producing region, attracting more than 3 million visitors annually and serving as a key platform for the region to engage with global markets.

Ningxia is also expanding tourism offerings based on its desert and river landscapes. At sites such as the Shapotou scenic area, desert camps and "star hotels" have been introduced, allowing visitors to experience overnight stays and stargazing in the dunes, he added.