In the last three quarters, many tourist attractions also achieved performance recovery. As of October 31, more than 15 listed companies in scenic spots had released their third quarter financial reports, and most scenic spots had recovered from the second quarter. Among them, 9 scenic spots made profits in the third quarter. Although the performance has recovered, there is still a big gap compared with previous years. At present, many scenic spots are still exploring new ways to "return blood" and accelerate transformation. In addition, how to get rid of ticket dependence and increase "secondary sales" has also become a new direction for the continuous layout of scenic spots.
Double increase in revenue and net profit of some scenic spots
Among the 15 listed scenic spots that released the third quarter report, the performance of most enterprises is improving.
Specifically, according to the third quarter report of 2022 released by Huangshan Tourism, during the reporting period, Huangshan Tourism realized an operating revenue of 386 million yuan, with a year-on-year growth of 85.52%; The net profit attributable to shareholders of the listed company was 111 million yuan. In view of the reasons for the rising performance, Huangshan Tourism said that the main reason was that the epidemic situation improved in the third quarter, the number of people entering the mountain increased by 130.93% year on year, and the increase in operating income led to an increase in profits. The performance of Jiuhua Tourism is also commendable. According to its third quarter financial report, during the reporting period, Jiuhua Tourism realized an operating revenue of 138 million yuan, up 77.37% year on year; The net profit attributable to shareholders of the listed company was 33.9119 million yuan. In the second quarter, Jiuhua Tourism was in a loss state, with a net profit loss attributable to shareholders of the listed company of 27.374 million yuan.
Listed companies in Tianmu Lake, Changbai Mountain, Sante Cableway, Lijiang Shares and other scenic spots achieved double growth in revenue and net profit in the third quarter. Among them, Changbai Mountain will achieve an operating revenue of 133 million yuan in the third quarter of 2022, with a year-on-year growth of 21.69%; The net profit attributable to shareholders of the listed company was 46.1121 million yuan, up 9.67% year on year. Sante cableway achieved revenue of 118 million yuan in the third quarter, up 7.38% year on year; The net profit attributable to shareholders of the listed company was 11.6772 million yuan, up 196.1% year on year. The performance of some scenic spots has recovered significantly.
In addition, affected by the changes of epidemic situation and other factors, including Emeishan A, Qujiang Cultural Tourism, Yunnan Tourism, Zhangjiajie and other listed scenic spots showed a loss in the third quarter, but the performance of the second quarter also recovered.
Online drainage becomes the focus
The gradual recovery of performance is closely related to the recovery of summer tourism. In addition, many enterprises have also used solutions to draw close to online drainage.
Taking Qujiang Culture and Tourism as an example, according to the financial report of Qujiang Culture and Tourism, during the reporting period, the company first launched cultural and tourism catering themed performances at the company's Defa Prestige in Datang Never Night City, and launched regular performances in Datang Never Night City, such as "Brilliant Lantern Too White", "Secret Box of the Tang Dynasty", and "Rotating Hu Xuan". By constantly launching new programs, the attention of Datang Never Night City continued to increase; The immersive interactive performance "Dream in Lotus" launched by the Tang Paradise has completed more than 100 performances so far, with more than 2 million times of dithering. Promote the integration of "tourism+catering+performing arts" by constantly innovating the forms of expression.
Jiuhua Tourism has previously said in the financial report that it will establish a dual platform short video marketing camp of Tiaoyin and WeChat video number to create targeted vertical content according to the audience groups; Carry out regular live broadcast activities, such as "Traveling in Jiuhua", "Star Kitchen Takeout" and other special live broadcast activities, combine live broadcast with marketing, improve account activity, and open up new sales channels.
Promote sales with the help of "Double 11"
In the off-season, tourist attractions are also taking advantage of the "Double 11" to accelerate the return of cash flow. Recently, Jiuhua Tourism has taken advantage of the "Double 11" to launch a promotion. It is understood that Jiuhua Tourism launched three hotel packages from October 24 to November 15, and extended the validity to next year. Including 1 night of Jiuhua Mountain Julong Hotel+1 night of quality hotel at the foot of the mountain; Jiuhuashan Julong Hotel 1 night+cable car or cableway ticket for two people, etc. In addition, other scenic hotels have also joined the promotion force of "Double 11".
According to Wu Liyun, associate professor of the Chinese Culture and Tourism Industry Research Institute of Beijing International Studies University, the development of the scenic spot has actually reached a stage of upgrading, so whether it is promoting tourism performance or theme catering, the core purpose is to provide tourists with more diversified product experience. From the perspective of scenic spot operation and management, these new business contents can bring new revenue channels and sources for scenic spots. Income diversification is also a direction that scenic spots have been changing in recent years, changing from a single ticket income to a diversified income composition.
"Tourism is becoming more and more a way of life, learning and growth, so the simple sightseeing tourism is also becoming more and more uncomfortable to meet consumers' consumption needs. The provision of consumer goods and services is also to meet more consumers' deep immersion when they travel to a certain place, so the scenic spot should still provide the content, products and services And put more effort into innovation. " Wu Liyun also said. (Reporter Wu Qiyun)
