Most travelers have come from cities in the east and south of the country.

"From the look of things now, business should be better than the same period of last year," Zhang says.

Xinjiang became a popular travel destination for tour operators during the Dragon Boat Festival (June 3-5).The highway resumption fueled the popularity.

"Many regions along the way will benefit from the spillover," Zhang says.

Kashgar, in the southwest of the region, has been a popular tourist destination.

The diverse geography, rich ethnic cultures and distinctive cuisines have drawn curious travelers.

"The best time to explore the region has come, and we've seen more travelers make travel arrangements to the city," says Sun Bo, executive vice-president of the online travel agency.