A Gram-staining-negative, rod-shaped, gliding and pale-pink-pigmented bacterium, designated strain ZLM-10(T), was isolated from a soil sample collected from an arid area in Xinjiang province, China, and characterized in a taxonomic study using a polyphasic approach. The novel strain grew optimally at 30-37 °C and in the presence of 2 % (w/v) sea salts. The only respiratory quinone detected was MK-7 and the major cellular fatty acids were summed feature 3 (iso-C15 : 0 2-OH and/or C16 : 1ω7c), iso-C15 : 0 and iso-C17 : 0 3-OH. The polar lipids consisted of diphosphatidylglycerol, phosphatidylethanolamine, an unidentified aminolipid and two unidentified aminophospholipids. The DNA G+C content was 45.4 mol%. Flexirubin-type pigments were not produced. Phylogenetic analysis based on 16S rRNA gene sequences showed that strain ZLM-10(T) was a member of the phylum Bacteroidetes and appeared most closely related to Cesiribacter roseus 311(T) (90.2 % sequence similarity), Marivirga sericea LMG 13021(T) (89.2 %), Cesiribacter andamanensis AMV16(T) (89.1 %) and Marivirga tractuosa DSM 4126(T) (89.1 %). On the basis of phenotypic and genotypic data and phylogenetic inference, strain ZLM-10(T) should be classified as a novel species of a new genus in the family Flammeovirgaceae, for which the name Nafulsella turpanensis gen. nov., sp. nov. is proposed. The type strain of the type species is ZLM-10(T) ( = CCTCC AB 208222(T) = KCTC 23983(T)).