又一个泡沫破了：旅游，正成为2025年最难做的生意

Core Viewpoint - The tourism industry, once seen as a promising sector, is now facing significant challenges, with many companies experiencing financial difficulties despite an increase in domestic travel and spending [3][4][8]. Group 1: Company Performance - Qinghai Tourism Investment Group and its subsidiaries have collectively filed for bankruptcy, highlighting the struggles within the tourism sector [4]. - Among 44 listed companies that disclosed their Q1 financial reports, 25 reported negative revenue growth, accounting for 56.8% of the total [4]. - Notable companies like Huazhu Hotels and China National Travel Service reported losses, with China National Travel Service's revenue at 4.03 billion and a net loss of 14.19 million [6]. Group 2: Market Dynamics - Despite a 26.4% increase in domestic travel and an 18.6% rise in spending, the tourism industry is struggling to convert this growth into profits [8][25]. - The online travel platforms, such as Ctrip and Tongcheng, are thriving, with Ctrip reporting a net profit of approximately 4.3 billion, reflecting a net profit margin of 31.16% [23]. - The increase in A-level scenic spots has not translated into higher average revenues, which have decreased by nearly 40% from 2019 to 2023 [25]. Group 3: Changing Consumer Preferences - The tourism market is shifting towards a focus on immersive experiences rather than just sightseeing, marking a transition from a 1.0 to a 2.0 era in tourism [37][40]. - Successful attractions like Jiuhua Mountain and Disney have capitalized on enhancing visitor experiences, with Jiuhua Mountain's ticket orders increasing by 310% [29][32]. - The emphasis on emotional value and visitor engagement is becoming crucial for attractions to thrive in a competitive market [35][41]. Group 4: Financial Environment - The financing environment for tourism platforms is deteriorating, with many unable to sustain operations without new funding, mirroring challenges faced by real estate developers [44][45]. - The shift in local government financing policies has made it more difficult for tourism projects to secure funding, particularly for theme parks and commercial facilities [44].