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In the heart of Xinjiang, the Chinese region where more than one million Uyghurs are believed to be detained in re-education camps, two carefree British travel vloggers cheerfully introduce their viewers to “one of the most controversial areas” of the country.

Journalists are harassed and heavily monitored in the rugged western province, where Western governments and rights groups have accused the authorities of suppressing Muslim minorities through mass surveillance, abuse and political indoctrination.

But foreign YouTube influencers are warmly welcomed by the normally censor-happy Chinese government, which seizes on their happy-go-lucky content to legitimise its own narrative that no human rights abuses are taking place.

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As the country reopens for travel after years of pandemic isolation, foreign influencers, including many Brits, are heading East armed with cameras and tripods, eyeing an increasingly lucrative YouTube market with an eager audience ready to increase their ratings.

The Chinese government has given them a helping hand with a raft of new visa-free policies, and the country received over 17 million foreign travellers in the first seven months of this year, up by almost 130% year-on-year, according to foreign ministry figures.

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But a growing number are entering lesser-known regions including Xinjiang, which for years has been beset by allegations of severe human rights abuses and repression that Beijing justifies as necessary to fight terrorism.

Some YouTubers setting foot in the rugged region attempt to draw viewers with sensational titles about exposing Western media “lies” about Xinjiang or by alluding to the risks of travelling there.

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There is no suggestion any of the vloggers are acting at the behest of the Chinese government or receiving its money, but titles about media deception echo official state messaging about the West’s perceived anti-China narrative, particularly on fundamental rights.

For China, the influx of influencers offers the opportunity to rebut overseas criticisms and reinforce its stance through highlighting the unimpeded visits of awestruck foreigners.

The footage, amplified by Chinese social media platforms and state-run outlets, receive hundreds of thousands of views and screeds of favourable comments.

An increasing number of international vloggers were visiting Xinjiang “with great curiosity,” noted a recent article in the [state-controlled] Global Times.

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Daria Impiombato, a cyber analyst at the Australian Strategic Policy Institute, has co-written several reports on China’s multilayered ways of folding local and foreign influencers into its propaganda strategy.

She said vloggers with large platforms had a responsibility to inform themselves and to be sceptical.

“There needs to be a reckoning with that type of platform,” she said. “It’s like influencers who are going to Syria, just doing travel vlogs from Syria without talking about years and years of war and devastation. You can’t do that, and you can’t do that in Xinjiang either.”

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Maya Wang, the associate China director at Human Rights Watch, urged travellers to be more aware in societies suffering human right abuses and “not be complicit in the censorship and disinformation that the Chinese government hopes to achieve.”