"But a growing number of youth and families are enjoying Heilongjiang's weather and attractions, thanks to the province's promotions in recent years," she says.

Many who book trips to Heilongjiang via Aoyou.com are from such northern Chinese destinations as Beijing, Tianjin and Hebei province. The numbers have continued rising over the years.

Most of the site's summertime tours in Heilongjiang range from five to eight days and cost an average of 3,000 yuan ($470) per person.

Many travelers, especially families, visit to enjoy nature.

The reedy wetlands of Qiqihar city's Zhalong National Nature Reserve are home to six of China's nine crane species, including endangered red-crested cranes.

Guides can teach kids about the ecosystems and wildlife.

Popular sites for kids in the provincial capital, Harbin, include the Heilongjiang Science and Technology Museum, the Siberian Tiger Park and Harbin Polarland.

Emerging destinations include Yichun and Heihe.