A cool summer hot spot

The commission also unveiled six short "forest-summer" tours, featuring such themes as culture, outdoor activities and health, with transport, accommodation and dining options. The packages last from one to three days.

"Heilongjiang is a well-known winter destination and is striving to promote itself as a summer destination for children, young people and the elderly," says Wang Zheng, who's in charge of domestic business of Aoyou.com, an online-booking website under China Youth Travel Service.

"It's good for family trips."

That's especially since children are on school vacation during the period.

Previously, most people who booked tours in the province using the website were elderly people who hopped aboard affordable trains.

Tourists often take a sleeper train at night and arrive the next morning.

Younger travelers were less likely to visit, Wang says.