Situated in the heart of a desert, the city of Zhongwei in northwest China's Ningxia Hui Autonomous Region has redefined tourism by blending luxury, culture and adventure to attract visitors to its sands and boost its local economy.

Deserts can be a daunting destination for travelers, yet adventurous individuals from across China are flocking to these dry, hot landscapes with sizzling excitement.

"I came here to ride a camel. It's really fun," said tourist Zhang Siyu.

"It feels like traveling back in time with the desert caravans," said Yan Xinya, another tourist.

Zhongwei's tourism landscape is diversifying with high-end desert lodges catering to vacationers, while camping festivals and desert markets draw younger audiences. Family-friendly theme parks offer engaging activities for all age groups.

In response to shifting demands, Zhongwei is expanding its tourism offerings with innovative and locally integrated experiences.

"We are continually enhancing our tourism-plus products by integrating local characteristics. For example, in the Shapotou area, we've organized a 10,000-person desert hike, and we plan to host a desert marathon next," said Lyu Yongjun, director of the Zhongwei Municipal Bureau of Tourism and Culture.

According to the bureau, family and self-driving tours lead in the Shapotou Scenic Area, with 65 percent general tourists, 11 percent students, and 24 percent seniors. From January to July of this year, the city received over 11 million visitors, with tourism spending exceeding 6.5 billion yuan (about 0.91 billion U.S. dollars).