The article highlights the transformative journey of Xierzhat Nurumu, a dedicated horse trainer from Xinjiang’s Zhaosu County, whose passion for horseback riding has significantly boosted the region’s horse culture tourism. Over the past decade, Xierzhat’s commitment has helped elevate traditional equestrian practices into a thriving modern industry, exemplified by the popular horse festival in Zhaosu, which attracts domestic and international tourists eager to experience Xinjiang’s rich equestrian heritage and stunning grasslands. This cultural tourism has fostered economic growth, creating new career opportunities for locals and establishing a comprehensive equestrian industry encompassing breeding, racing, training, and cultural exchange.

The rise of equestrian tourism in Xinjiang has generated substantial economic benefits, with the industry producing around 1.42 billion yuan in 2024, while also promoting sustainable tourism and cultural preservation. The story extends to the next generation, as Xierzhat’s young daughter Shakela embodies the ongoing legacy of horse culture in the region. With continued growth in equestrian events and infrastructure, Xinjiang is positioned to become a leading destination for cultural and adventure tourism, blending traditional heritage with modern economic development and global recognition.