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Participants sample products from Shaya county in Xinjiang Uygur autonomous region. [Photo/Tide News]

Shaya county in Xinjiang Uygur autonomous region held a cultural and tourism promotion event on Sept 20.

The event took place in Wuzhen town in Jiaxing, East China's Zhejiang province, and highlighted Shaya's autumn poplar season and local industries.

It featured music, dance, and a promotional video showcasing Shaya's natural landscape and cultural traditions.

Organizers gave details about the 2025 Shaya Poplar Season, which is already underway and will run until Nov 20, with more than 10 themed events offering visitors immersive experiences that blend culture, travel, and community engagement.

Travel agencies were invited to bring more visitors, supported by incentive policies for group tours. Several enterprises signed agreements with Shaya covering agriculture, industry and tourism cooperation.

An exhibition of photographs, displaying the golden autumn scenery of Shaya's forests, offered visitors from Jiaxing and beyond a glimpse into its unique natural resources.

By linking the landscapes of Northwest China with East China, the event emphasized the cultural ties between the two regions and aimed to draw more tourists to experience Shaya's distinctive environment.