In September 2026, a delegation of over 30 travel agents, media representatives, and travel influencers from nine European countries—including the United Kingdom, France, and Denmark—arrived in Ningxia.

Organized by the Bureau of International Exchange and Cooperation of China’s Ministry of Culture and Tourism, the visit marks the opening leg of the 2026 European Travel Trade and Media Familiarisation Trip to Ningxia and Gansu.

Spanning from Yinchuan to Zhongwei, the Ningxia itinerary connects museum visits, cultural heritage sites, lake wetlands, boutique wineries, and desert scenic areas. Through destination presentations, field inspections, and hands-on cultural activities, the trip presents European travel professionals with a destination rich in both historical depth and fresh travel experiences.

Discovering Heritage and History

Understanding Ningxia begins with its history. At the Ningxia Museum, delegates explored exhibits, engaged with detailed presentations, and captured historical details. The artifacts, ancient scripts, and historical narratives provided visitors with a window into Ningxia’s past, establishing a deep cultural foundation for the journey ahead.

Key cultural highlights included the Helan Mountains Rock Art and the Western Xia Tombs. The ancient rock carvings along the Helan Mountains document the life and spiritual world of early inhabitants. Meanwhile, the Western Xia Tombs along the eastern foothills reflect historic cultural exchange and integration.

In 2025, the Western Xia Tombs were inscribed on the UNESCO World Heritage List, becoming a major cultural heritage stop for international travelers in Ningxia.

The delegation also participated in hands-on workshops featuring Tangut (Western Xia) movable-type woodblock printing and traditional hemp weaving, offering a direct, interactive way to experience local heritage across language barriers.

Captivating Natural Landscapes

Moving into the natural environment, Ningxia offers diverse and striking scenery. At Sand Lake (Shahu), clear blue waters, reed beds, and golden dunes meet. Delegates boarded painted pleasure boats to cruise the lake and explore the islands, experiencing firsthand the unique charm of this “water town beyond the Great Wall.”

Further journeying to Zhongwei brought the delegation to Shapotou, where the Tengger Desert meets the Yellow River. Here, sand dunes, the river, mountain ranges, and oases form an expansive landscape. The itinerary combined scenic inspection with cable car rides, sand sliding, and desert recreation, demonstrating the destination’s outdoor travel appeal to European industry professionals.

Behind the scenery lies an inspiring ecological story. A visit to the Desert Control Museum offered insights into Ningxia’s sand prevention and control practices, providing delegates with reflections on environmental protection and sustainable development.

Terroir and Wine Culture

A glass of wine offers another dimension to understanding Ningxia. Highlights of the itinerary included exploring the wine region along the eastern foothills of the Helan Mountains. At Zhihui Yuanshi Winery, delegates experienced a winery tour and tasting set against mountain views, stone architecture, and vineyards.

Transformed from an abandoned gravel quarry into a garden-style estate, the winery illustrates local ecological restoration efforts. For European travel agents, the visit served as both a flavor experience and an opportunity to explore Chinese wine tourism and thematic travel routes.

Nighttime Tourism and Local Culture

Ningxia’s appeal continues after sunset. Nighttime experiences included the immersive show Seeing Helan in Manpu Town, the vibrant street food and atmosphere of Huaiyuan Night Market, sunset views at Lanshan Park, and a desert dinner accompanied by stargazing in the vast desert. From urban night tours to desert leisure, Ningxia showcased a diverse range of evening travel options.

Fostering Connections and Industry Exchange

Firsthand exploration has deepened mutual understanding between European delegates and local tourism stakeholders. Raoul Somers, a photographer from Luxembourg, praised the urban landscape and the warmth of the local people, expressing anticipation for the remainder of the trip. Martin Nielsen, a travel consultant from Denmark, noted the development of China’s tourism industry and expressed strong interest in bringing visitors to China in the future.

These insights highlight the value of the familiarisation trip. Field visits help travel agents evaluate destination highlights and itinerary options, while media representatives and travel influencers gather vivid, authentic material to share Ningxia’s story.

By showcasing Yellow River culture, World Heritage sites, local wine, immersive performances, and desert stargazing, the trip offers a platform for Ningxia and the European travel industry to build connections and explore future collaboration.

China National Tourists Office (CNTO) London warmly invites the UK and European travel industry and travelers to discover Ningxia. CNTO London invites visitors to explore this land nourished by the Yellow River and experience the depth, diversity, and beauty of China’s natural and cultural heritage.