The Turpan region serves as a vital transportation hub along the Silk Road, facilitating economic and cultural exchanges between the East and West. Its distinct natural environment, rich historical culture, diverse customs, and delectable fruits have contributed to the development of abundant tourism resources. Statistics show that Turpan boasts 272 tourism resource units and 36 A-level scenic spots, offering significant potential and opportunities for the growth of its tourism industry. This study conducts a SWOT analysis of regional tourism in Turpan and provides an objective evaluation of its strengths and weaknesses. The appeal of visiting Turpan lies in its rich historical and cultural heritage, as well as its location in the Huozhou Turpan, known for the country's highest temperatures and lowest altitude. Additionally, the myths and legends of Journey to the West add to its allure. The region is renowned for its diverse grape varieties and is referred to as the “vineyard of the world,” offering a distinctive tourism experience. However, there are also evident drawbacks to tourism in Turpan. The peak tourist season is limited to July-October, which restricts the development of year-round tourism. Additionally, the distance between scenic attractions is relatively long, and the supporting tourism infrastructure is limited, failing to meet the varied needs of tourists. Additionally, the competitiveness of the tourism industry has not been effectively enhanced by the low brand awareness and loyalty among consumers. In order to ensure sustainable tourism development in the Turpan area, various strategies and approaches must be employed to ensure the unique and diverse growth of regional tourism. This includes creating suitable marketing plans, building a fully functional three-dimensional service management scheme, and enhancing policy support and financial investments. The tourism industry in Turpan is poised to benefit from new opportunities, leading to sustained development and enhancement of its economic, cultural, and social values.