LANZHOU, Feb. 12 (Xinhua) -- Move over summer crowds. Dunhuang's winter charm is calling as more travelers flock to the heritage hub in northwest China's Gansu Province, home to three UNESCO World Heritage sites, with a range of winter initiatives awaiting visitors.
At the Dunhuang Museum, guide Ma Xueli has seen a significant uptick in visitors. "With the Year of the Horse approaching, painted bricks featuring horse patterns are particularly popular," she said, adding that the museum receives about 1,000 visitors daily, double the usual winter figure.
Lying in an oasis at the edge of the Taklimakan Desert, Dunhuang was a major stop on the ancient Silk Road, which linked the East and West through vibrant trade. The distinctive culture of Dunhuang is best represented by the Mogao Grottoes, dating back to the 4th century, featuring 735 caves housing more than 2,000 colorful sculptures and 45,000 square meters of murals. The extraordinary cultural treasure helps draw visitors to the historical city.
However, the stark contrast between peak and off-peak seasons has long been a structural challenge for the tourism-reliant city.
To address the imbalance, preferential winter-spring tourism policies have been rolled out since 2017, with major attractions, including the Mogao Grottoes and the Crescent Spring, offering half-price off-season tickets.
Cai Yuwei, who traveled from Shanghai with her family during the winter vacation, said they chose winter for the ticket discounts and to avoid heat waves and long queues in summer.
"Looking down at the snow-covered Qilian Mountains from the plane was truly breathtaking," Cai said. "The weather in Dunhuang wasn't as cold as I had imagined, and there were plenty of sights to see and activities to enjoy."
Complementing its ancient sites, the city has added new cultural spots since 2022, such as the Dunhuang Bookstore and an art space, to enrich its off-season offerings.
The decades-old night market has been transformed into an interactive dining and entertainment quarter themed on mural-inspired architecture, with staff in ancient costumes inviting visitors to participate in lantern riddles and poetry games.
Wang Jingwei, general manager of the market's operating company, said that stall occupancy this winter has jumped from 30 percent to 95 percent, and visitor flow has surged roughly 120 percent year on year. "The vibrant market atmosphere here is a key driver," Wang added.
To improve accessibility, the city has expanded air links. Zhang Xiaoning, deputy director of the local culture, sports, radio, television and tourism bureau, stated that for the 2025-2026 winter flight season, direct flights had been launched to key cities like Beijing and Shanghai, with increased frequencies to transit hubs such as Xi'an and Lanzhou.
The shift reflects a broader trend in Chinese tourism from seeking warmer climates to embracing unique cold-weather experiences, marking an evolution from sightseeing to experiential travel.
Ma Rui, head of the Dunhuang Bookstore, recalled that last Chinese New Year's Eve, a group of tourists arrived after closing time. "They had stayed an extra day just to visit," she said. "This year, we'll stay open until 9 p.m. on Chinese New Year's Eve to welcome them." ■
