A growing number of travelers, especially the elderly and families, are visiting northeastern China's Heilongjiang province to enjoy lower temperatures-and much more-during the warmer season, Xu Lin reports.

Heilongjiang's cool weather makes it a hot summer destination-one whose appeal is warming up as more people discover its seasonal allure.

The northeastern province has been attracting a growing number of visitors in the past several years, especially in the summer.

It recently unveiled new measures to draw more young people, families and travelers who drive themselves.

Heilongjiang's tourism development commission declared its "road-trip year" and announced three itineraries for drivers recently.

One leads from China's easternmost city, Fuyuan, to the country's northernmost county, Mohe, and explores the China-Russia border.