In recent years, late June to October has emerged as the peak travel season for Altay in northern Xinjiang Autonomous Region, boosted significantly by the popularity of the eight-episode miniseries To the Wonder. This surge has led to a notable increase in visitors, with Altay recording 2.67 million travelers by early June, up 80% YoY. The region also reported tourism revenue of 2.2 billion RMB ($303 million), up 93% YoY, according to local cultural and tourism department data. Additionally, small cities in Northwest China such as Zhangye, Jiayuguan, and Jiuquan in Gansu province have seen hotel bookings rise by over 40% YoY, as reported by Beijing-based online travel agency Qunar.