Aerial photo taken on Aug. 6, 2022 shows a section of the Yetimbulak-Ruoqiang expressway in Ruoqiang County, northwest China's Xinjiang Uygur Autonomous Region. Photo:Xinhua

From the heat of the Taklamakan Desert to the snow-capped peaks of Tianshan Mountain; from cultural relics that have stood witness to the exchanges along the world renowned Silk Road to local cultural heritage like Uygur Muqam art, Kirgiz Epic Manas and Uygur Meshrep… the Xinjiang Uygur Autonomous Region in Northwest China is known around the world as a great place to live and travel if you want to enjoy stunning natural scenery and a multitude of traditional ethnic cultures. 

The "Xinjiang Is A Good Place" campaign to promote the region's culture and tourism kicked off in Brussels, Belgium on Thursday with a number of events, including photo and painting exhibitions that are set to run through the following week.

Cao Zhongming, ambassador of China to the Kingdom of Belgium, said at the opening ceremony of the Xinjiang Culture and Tourism Week that he hopes Belgian people can approach, understand and get a feeling of the region and its culture. 

"The rich culture and beautiful scenery in Xinjiang can help us grow closer to each other and promote people-to-people bonds between China and Belgium," he added. 

Peter Buytaert, co-founder of Silk Road Partners, an organization to promote friendship and exchanges between Asia and Europe, said that Xinjiang has been an important crossroad on the Silk Road since the Han (206BC-AD220) and Tang (618-907) dynasties and has played a key role in the cultural exchanges between Asia and Europe. 

Buytaert, who lives in Belgium, said he hopes to have the opportunity to go to Xinjiang, a food center with various famous delicacies, to taste the delicious food in the region with family, friends and colleagues.

During the following week, Belgians like Buytaert will be able to appreciate Xinjiang through promotion videos, documentaries and variety shows as well as scenic photos and film exhibitions across five sections that cover topics such as ice and snow sports and the region's traditional ethnic dances and songs. 

As a platform and window for a comprehensive understanding of Northwest China's Xinjiang, these events will help the people of Belgium get to know the lives of people living in the region and learn their true and touching stories as well as ancient legends that have been passed down through generations, said Duan Zhouwu, director of the Network of International Culturalink Entities, a Chinese organization that aims to promote further exchanges between China and foreign countries.