The band starts up, all twanging guitar and relentless drumming, as the stage is covered in colorful laser projections of nebulas.

The upbeat music mixed with cheering and singing pulses through the auditorium, reverberating through air filled with the pleasant scent of lavender blossoms. Anyone present would feel the rush of adrenaline.

That was the scene at a concert held on Monday near a lavender plantation in Yining county in the Xinjiang Uygur autonomous region.

The concert, which featured a variety of performances from rock and folk to hip-hop, was aimed at bringing tourists to enjoy live music while promoting a picturesque view of the county's sea of lavender. Those who bought tickets also get free entry to scenic lavender areas this month.

"I'm really excited, the vibes of the concert are great," said Illidan Dulkun, who was among those in attendance.

The lively event epitomizes the recovery of Xinjiang's culture and tourism sector following the impact of the latest outbreak of COVID-19.

June marks the start of the peak tourism season in the region, during which visitors can taste delicious fruits, ride horses on vast grasslands, gaze at snowcapped mountains and watch performances by ethnic groups.

More than 200 cultural tourism activities, including a culture and tourism festival themed on Dolan and Qiuci culture held in Aksu prefecture, a marathon around Sayram Lake in Bortala Mongolian autonomous prefecture and horse-racing events in Zhaosu county, Ili Kazak autonomous prefecture, have been organized across Xinjiang over the past two months to stimulate the development of tourism and revitalize the market.

In addition, scenic routes have been designed to help motorists appreciate the natural wonders, historical sites and local customs along the region's section of the Silk Road.