黄山旅游：一季报亮眼 创新营销促增长

Core Viewpoint - Huangshan Tourism reported significant growth in revenue and net profit for Q1 2025, driven by increased visitor numbers and innovative marketing strategies [1] Financial Performance - The company achieved an operating revenue of 403 million yuan, representing a year-on-year increase of 19.79% [1] - The net profit attributable to shareholders was 36.895 million yuan, up 44.69% year-on-year [1] - The net profit after deducting non-recurring items reached 34.976 million yuan, reflecting a 55.79% increase compared to the previous year [1] Visitor Statistics - During the 2025 Spring Festival, Huangshan City received 3.314 million visitors, a 38.31% increase year-on-year [1] - Huangshan District welcomed 755,000 visitors, with total tourism revenue of 615 million yuan, marking year-on-year growth of 16.15% and 15.38% respectively [1] - Over the 8-day holiday, the Huangshan Scenic Area received more than 200,000 visitors, with daily visitor numbers reaching the maximum winter capacity from the second to the seventh day of the new year [1] - During the Qingming holiday, the scenic area hosted over 95,000 visitors, a 26.68% increase year-on-year, contributing to a total of 993,100 visitors in the region, up 37.77% from the previous year [1] Marketing Strategies - The company enhanced its brand influence through innovative marketing strategies and diverse activity arrangements [1] - Huangshan Tourism implemented cross-industry collaborations and themed events to attract various customer segments, transitioning from "traffic" to "retention" [1] - The company utilized multiple promotional channels and organized various themed activities, such as "Intangible Cultural Heritage Celebrating the New Year in Huangshan" and "Spring Breeze in Huangshan" [1] - Collaborations included partnerships with Zhipu Light Nail Art and Meituan for the "Nail Art in Huangshan" campaign, as well as deepening strategic cooperation with China Resources Snow Beer [1] - The company actively expanded its overseas market presence by participating in events like the 2025 New Year Celebration in Trafalgar, London, and the Berlin Travel Fair, receiving extensive media coverage [1]