Hua Xia Shi Bao·2025-11-03 13:55Core Insights - The tourism industry is experiencing a phenomenon of "increased revenue but decreased profit," reflecting structural challenges during recovery, including high costs, homogenized competition, and rational consumer spending [1][3][10] - Many companies are struggling to balance supply and demand, leading to blind investments without understanding market dynamics, which exacerbates the current situation [2][10] Revenue and Profit Trends - Several tourism companies reported revenue growth in Q3 2025, but profits declined significantly. For instance, Huangshan Tourism achieved a total revenue of 1.535 billion yuan, up 8.75% year-on-year, but net profit fell by 11.02% to 253 million yuan [3][4] - Similarly, Zhongxin Tourism's revenue reached 5.241 billion yuan, a 10.96% increase, while net profit plummeted by 45.73% to 67 million yuan [3][4] - The overall trend shows that less than 20% of leading companies reported profit growth, with nearly 60% experiencing revenue declines and over half reporting profit decreases [5][10] Cost and Market Pressures - Rising operational costs, including resource usage fees and labor costs, are major factors eroding profits. For example, Huangshan Tourism's profit decline was attributed to increased resource usage fees [6][10] - Companies like Zhongxin Tourism reported a significant rise in operational expenses, with total expenses reaching 485 million yuan, an increase of 28 million yuan year-on-year [6][10] - The tourism market is facing a "volume increase but price drop" trend, with consumer spending per day decreasing by approximately 13% compared to the previous year [7][10] Competitive Landscape - The industry is witnessing intensified homogenized competition, with many tourist destinations perceived as lacking uniqueness. Over 38.5% of tourists find ancient towns to be very similar [8][10] - Some companies resort to low-price competition, which may attract short-term customers but ultimately harms brand value and increases complaint rates [8][10] Financial Health and Cash Flow - Concerns about cash flow and debt levels are rising, with companies like Qujiang Cultural Tourism showing a current ratio of 0.7, indicating weak short-term solvency [7][10] - Qujiang's operating cash flow per share decreased by 10.72%, highlighting liquidity risks amid ongoing profitability challenges [7][10] Industry Transformation and Future Directions - The industry is undergoing a transformation from traditional resource-dependent models to new value-creation strategies, emphasizing product innovation and operational efficiency [11][18] - Companies are exploring differentiated experiences to attract consumers, with successful examples like the immersive geological museum in Luoyang [13][18] - The government is encouraged to balance consumer stimulation with ensuring company profitability, as seen in Huangshan's implementation of a rapid complaint handling mechanism [16][18]