Summer peak season begins two weeks early, driven by popular TV series

Thanks to the television series To The Wonder, the scenic tourism prefecture of Altay is gaining fresh momentum in popularity.

Nestled between the Altay Mountains and the Junggar Basin in northern Xinjiang Uygur autonomous region, Altay has always been a sought-after attraction among tourists, especially skiers, thanks to its diverse natural landscapes.

In May, the TV series To The Wonder, which tells the story of a youth rediscovering the beauty of her hometown Altay, after failing to make a career in big cities, became a national hit.

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The eight-episode show, inspired by essays of contemporary writer Li Juan, featured picturesque sceneries of Altay such as snow-capped mountains, forests, grasslands, deserts, as well as herdsmen lives characterized by seasonal migration to grazing grounds and a strong human touch.

Many viewers see these elements as a relief from intense urban lives and an ideal paradise, and some have taken extra steps to explore the land and feel the charm in person.

According to China Southern Airlines, a major flight operator in Xinjiang, passengers on the flight linking Urumqi — the regional capital and transportation hub — and Altay grew by more than 50 percent month-on-month in June.

Consultations and bookings at hotels and hostels also saw a rise following the screening of the TV series, as the summer peak season arrived about two weeks earlier than usual.

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Government data showed that the Altay prefecture received some 18.5 million tourist visits in the first half of this year, a 30 percent growth year-on-year.

The tourism revenue also grew by some 35 percent compared to the same period last year.