China’s Soft Power: Xinjiang Tourism and the Rise of Influencers

Amidst growing international scrutiny of Xinjiang’s human rights situation, Chinese authorities are increasingly utilizing social media influencers to promote tourism to the region, aiming to counter negative narratives and improve its image. This strategy involves inviting influencers to visit Xinjiang, providing them with all-expenses-paid trips, and encouraging them to create content showcasing the region’s beauty and safety. While some argue that promoting tourism can be beneficial, others criticize this approach as a form of propaganda, concerned that influencers might unknowingly be used to whitewash human rights concerns. This tactic has sparked heated debates online, with critics accusing Chinese authorities of using influencers for ‘cognitive warfare.’ This approach raises concerns about the potential for influencers to become unwitting tools in a broader strategy to manipulate public opinion and obscure the complexities of the situation in Xinjiang.