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China’s Belt and Road Initiative (BRI) clearly reads as an audacious vision for transforming the political and economic landscapes of Eurasia and Africa over the coming decades via a network of infrastructure partnerships across the energy, telecommunications, logistics, law, Information and Technology, transportation and tourism sectors. The BRI prioritises people-to-people connection. Various countries and cities will benefit from promoting cultural nationalism and local civic identities. The joint project of Belt and Road (B&R) embraces the trend towards a multi-polar world, economic globalization and cultural diversity for upholding global free trade, allocating many resources and deeply integrating marketers. The BRI is a remarkable example of the borderless nature of infrastructure development. This initiative aims to foster economic growth and investment along the ancient Silk Road trading route between Europe and the East. For instance, in Xinjiang, Urumqi, various resources promoting the culture of the area add value to the tourism industry. This study adopted a descriptive research design that encompasses a qualitative approach and addressed the residents’ perception and attitude towards tourism. In-depth interviews with residents were conducted. Recommendations were made for destination marketers and governmental practitioners on how to improve and facilitate tourism industry for Xinjiang, Urumqi.

Perceptions of Residents in Xinjiang, Urumqi towards Tourism Development through China’s Belt and Road Initiative