According to a newly released development plan on the region's tourism, Xinjiang aims to push annual tourist arrivals to exceed 400 million by 2030, which will mean bringing the total revenue in the cultural, tourism and sports sectors into the trillion-yuan club and creating more than 1.5 million jobs.

"Xinjiang is open and the people here are hospitable," said Erkin Tuniyaz, chairman of the regional government. "We are ready to provide the utmost convenience for friends from home and abroad to experience the real Xinjiang and to embrace its beauty."

Having become a half local, Boni chooses a single word to describe this far-western region of China: "ever-changing."

"I've witnessed Xinjiang's development over the years, and I feel it's becoming more and more open. More and more international visitors are coming to see Xinjiang's progress with their own eyes," he added.

Canadian tourist Samuel Fanning echoed Boni's words: "I planned to stay in Xinjiang seven days, but it ended up being 12 days. I think this can speak to how enjoyable it is to visit here."