On April 28, Meituan-W (03690) officially launched its "Beauty in Xinjiang" IP in Urumqi. This initiative marks the second provincial-level collaboration under Meituan's "Beauty in Destination" program, following its project in Jiangsu. Meituan will leverage its comprehensive service capabilities spanning dining, accommodation, transportation, sightseeing, shopping, and entertainment to extensively connect Xinjiang's tourism resources, local lifestyle service providers, and consumer demand. The initiative aims to enable tourists to experience authentic local culture while generating additional business opportunities for destinations and merchants. According to Meituan data, during this year's May Day holiday, tourism bookings in Xinjiang increased by 18% year-on-year. Visitors aged 20-30 accounted for 54% of total bookings, with quality travel options such as small-group tours becoming increasingly popular among younger travelers.