You will be intoxicated the minute you step into the "Father of Apple", an ethnic music restaurant in Urumqi, capital city of the Xinjiang Uygur autonomous region. The restaurant is not just about food; music, dancing, and the exotic atmosphere are equally important.

The restaurant is not alone in Xinjiang, whose hospitality industry, with its unique characteristics, is booming and attracting flocks of tourists to the northwestern region of China. Meanwhile, the local government has rolled out a slew of policies to boost the two codependent industries - food and tourism - in an effort to promote the uniquely diversified culture.