Snow and ice seem to mean anything but warmth. Yet seen from a different perspective - winter tourism - it warms the hearts of many in Jilin Province.

"Coldness is an uncomfortable feeling for some tourists," said Lin Tian, deputy head of the provincial tourism administration.

Tianchi, or Heavenly Lake, is the world's highest crater lake.

"So we have proposed a new approach to enable tourists to experience 'warmth' about snow and add charm to our winter tourism," Lin said.

From landscapes of snow glittering in the sunshine to icicles and frost blossoming on trees lining the banks of the Songhua River, from the exhilaration of skiing, and relaxation of hot springs, from ice fishing to local hospitality and candor, it all basks in the warmth of Jilin's winter tourism, he added.

Situated between China's two other northeast provinces - Heilongjiang and Liaoning, Jilin has its own advantages in developing winter tourism.

The province's average winter temperature is -15 C, with snow on the ground 100 to 120 days a year. In the Changbai Mountains, the snows last longer than half a year.

Capitalizing on such cold resources, snow and ice activities are becoming hot.

The province has developed more than 20 ski resorts, most of which are not far from urban areas and convenient to reach.

Recent years saw a series of competitions held in the province, including the World Short Track Speed Skating Championships, the National Cross-Country Skiing Race and the Asian Winter Games. The sports events have brought more investment to skiing infrastructure.

A string of more than 100 winter tourism festivals are also planned for various parts of the province including the capital Changchun, Jilin - a city with the same name as the province - Tonghua, known as home of wine, and the Changbai Mountains.

Through the sports and tourism events, the province has greatly promoted its image as a winter tourist destination.

Because of their passion for skiing, tourist groups tend to stay three to five days longer than scheduled, which not only increases spending in restaurants, hotels and shopping but also boosts development of skiing facilities, according to the province's tourism agencies.

Jilin province is pleasant for tours all year round and its most attractive season is winter, said Wei Minxue, head of the province's tourism association.

The Changbai Mountains, which had a three-month busy season in spring and summer, is now a highlight in nationwide winter tourism.

The Changbai Mountains Airport, the first forest tourism-oriented airport in the nation, was put into operation in August.

Two expressways to the area are under construction. Once completed, they will shorten the distance between Changchun and the mountains to a three-hour drive.

In addition, the authorities are also planning to build service centers initially in four cities of Changchun, Jilin, Yanbian and Tonghua, to meet tourist needs for information and to deal with complaints.