Ningxia Hui autonomous region is aiming to build itself into an international tourism destination by promoting more immersive, experience-driven travel, the vice-chairman of the regional government said on Friday.

Speaking at a press conference, Wang Li said the region will transform its signature resources — mountains, wine, desert and the Yellow River — into more interactive tourism products, while integrating culture and technology.

The push follows growing interest after the UNESCO listing of the Xixia Imperial Tombs in 2025. Authorities are also expanding offerings such as wine resorts, desert camps and river-based experiences to attract more global visitors.