Visitors have fun on the slopes at a ski resort in Xinjiang, which offers various winter sports. [Photo provided to China Daily]

A growing number of travelers are discovering what makes the region a winter wonderland, Yang Feiyue reports. 

Travel to the Xinjiang Uygur autonomous region is set to continue heating up this winter, as new events, policies and routes make it a hotter destination during the colder months.

Over 130 tourism activities will be staged from Oct 14 through March at a winter-tourism festival in the region's capital, Urumqi, and a winter-industry expo in Altay.

"Many prefectures and cities in Xinjiang are vigorously developing winter tourism to enable tourists to better savor the charms of snow and ice," Hou Hanmin, a senior official with Xinjiang's tourism development commission, said at an earlier event in Beijing.

Last year, the autonomous region developed 436 tourism projects with investments totaling 20.5 billion yuan ($2.99 billion).

"We will build tourism into a pillar industry and a new engine for high-quality development in Xinjiang," Hou says.

The Altay Mountain Wild Snow Park hosted a ski event in mid-October that featured a performance with traditional fur skis.

Visitors can also explore the wilderness on a horse-drawn sleigh or helicopter.

Koktokay will offer hot air balloon flights, ethnic Kazak folk-culture performances and rime festivals.