China’s autonomous region of Xinjiang is banking on cockfighting to give its tourism industry a boost.

According to a recent report by China’s Xinhua news agency, officials in the city of Turpan are touting cockfighting as a way of making their city stand out from the others looking to lure the growing number of tourists visiting the autonomous region along China’s northwest border.

The region saw tourism revenue rise 15% last year and Turpan official Perhat Kadir says plans are underway to brand the city as the go-to source of cockfighting, “just like Spain is famous for bullfighting.”

Turpan is one of four Chinese cities that has an established reputation for cockfighting, and Turpan can trace its cockfighting tradition back nearly three centuries. Xinhua claimed around one-sixth of the city’s 600k residents relies directly or indirectly on the game-fowl trade.