消费者服务行业 分析师：邓升亮 SAC 执业证书编号： S0340523050001 电话：0769-22119410 邮箱： dengshengliang@dgzq.com .cn | 主要数据 2026 | 年 2 月 26 | | --- | --- | | 日 | | | 收盘价(元) | 139.62 | | 总市值（亿 | 107.97 | | 元） | | | 总股本 ( 亿 | 0.77 | | 股) | | | 流 通 股 本 | 0.19 | | (亿股) | | | ROE（TTM） | 27.65% | | 12 月最高价 | 166.50 | | (元) | | | 12 月最低价 | 125.00 | | (元) | | 股价走势 资料来源：东莞证券研究所，IFind 相关报告 投资要点： 增持 （首次） 陕西文旅龙头，盈利能力强劲 陕西旅游（603402）深度报告 2026 年 2 月 27 日 公 司 研 究 证 券 研 究 报 告 本报告的风险等级为中风险。 本报告的信息均来自已公开信息，关于信息的准确性与完整性，建议投资者谨慎判断，据此入市，风险 自担。 请务必阅读末页声明 ...

超长春节假期刺激出游需求，人均消费仍承压 26年春节假期9天，全国国内出游5.96亿人次，日均0.66亿人次、同增5.7%、恢复至19年同期的112%;国 内出游总花费8034.83亿元，日均893亿元、同增5.5%、恢复至19年同期的122%;人均消费1348元，日均 150元、同减11.3%，恢复至19年同期的84.7%。 景区：客流景气度较高 26年春节假期，景区迎来"开门红"，多个景区多日达到最大承载量。从26年同比增速来看，峨眉山/三 峡大坝景区表现靓丽;从较19年增长来看，峨眉山/长白山/三峡大坝/张家界武陵源景区表现强劲。三特 索道旗下项目前8天接待游客人次同增18.2%，祥源文旅旗下目的地接待游客人次同增31.3%。 免税：海南离岛免税销售额双位数增长，三亚好于海口 在海南封关、旅游旺季叠加超长春节假期的共同催化下，日均离岛免税销售额恢复至接近24年高点的水 平。根据海口海关，26年春节假期，离岛免税购物金额27.2亿元，日均3.03亿元、同增16.5%。根据三 亚市商务局，三亚免税销售额19.6亿元、日均2.18亿、同增21%。 演艺：日均场次持平至微增 26年春节假期，宋城演艺11台《千古 ...

夜幕一落，西安就变回了长安。2026丙午马年新春，古城西安以其独有的文化厚度与创新活力，向四海 宾朋呈上了一场"最中国"的新春盛宴。 西安的年，有着鲜活的文化气息，每一步都踏进诗里，每一眼都望见盛唐；西安的年，映照着关中民俗 的浓郁氛围，说书人娓娓道来长安故事，猜谜、投壶唤醒传统记忆；西安的年，亦展露着科技新潮，曲 江文旅携手宇树科技，机器人舞蹈天团用炫酷演绎拜年新姿势。 如果说城墙之上是触摸历史的温度，那么几公里外的大唐芙蓉园则是一场流动的唐诗盛宴。园内39组花 灯璀璨绽放，300余首唐诗化为光影交织的画卷。乘船夜游，波光映诗；坐车游园，灯火随行。一句句 诗词从书本里走出来，成了可看、可感、可漫步的实景。 唐风演艺也成为西安年味不可或缺的一部分。春节假期陕西旅游的"金字招牌"——中国首部大型实景历 史舞剧《长恨歌》开启每晚四场演出模式；《12·12》沉浸式演出增演至12场。 步入西安城墙，昭陵六骏昂首驰骋，舞马衔杯流光溢彩……五十余件文物以花灯的形式在眼前渐次呈 现，仿佛瞬间穿越回那个"花萼楼前雨露新，长安城里太平人"的盛世。 当夜幕降临，西安城墙千盏花灯亮起，西安旅游旗下西旅城乡承办的城墙国潮市集与新春灯 ...

Investment Rating - The report maintains a "Buy" rating for the company [2][8] Core Insights - The company is positioned as a leading player in the cultural tourism sector, driven by its dual business model of "performing arts + cable cars," with core assets including the live performance "Long Hate Song" and the Huashan cable car, creating a business loop and brand barrier [2][19] - The company is expected to achieve a revenue of 1.263 billion yuan in 2024, with a net profit of 511.73 million yuan, indicating stable growth in its main business [2][19] - The company benefits from supportive service consumption policies that promote the development of the cultural tourism industry [16][19] Financial Projections - Total revenue projections for the company are as follows: 1.088 billion yuan in 2023, 1.263 billion yuan in 2024, 1.052 billion yuan in 2025, 1.174 billion yuan in 2026, and 1.308 billion yuan in 2027 [1] - Net profit projections are: 427.45 million yuan in 2023, 511.73 million yuan in 2024, 394.30 million yuan in 2025, 513.89 million yuan in 2026, and 588.88 million yuan in 2027 [1] - The earnings per share (EPS) are projected to be 5.53 yuan in 2023, 6.62 yuan in 2024, 5.10 yuan in 2025, 6.65 yuan in 2026, and 7.61 yuan in 2027 [1] Business Segments - The performing arts segment is expected to generate 7.39 billion yuan in revenue in 2024, with the "Long Hate Song" contributing 6.81 billion yuan, reflecting a 26% year-on-year increase [25][36] - The cable car segment is projected to generate 4.73 billion yuan in revenue in 2024, with the Huashan cable car expected to carry 371 million passengers, reflecting a 10% increase [27][55] - The tourism catering segment is anticipated to generate 0.42 billion yuan in revenue in 2024, although it is expected to decline by 11% year-on-year [34][19] Group Support - The controlling shareholder, Shaanxi Tourism Group, is a significant player in the cultural tourism sector, with assets exceeding 54 billion yuan as of September 2025, providing comprehensive support to the company [57][60] - The group operates multiple 5A-level scenic spots and cultural performances, enhancing the company's operational capabilities and resource integration [60]

Summary of Shaanxi Tourism Group Conference Call Company Overview - Shaanxi Tourism Group is the only publicly listed cultural tourism platform under the Shaanxi provincial state-owned assets, holding key assets such as "The Song of Everlasting Regret" and the Huashan West Peak Cableway [2][5] Core Financials and Performance - In 2024, the company expects tourism performance revenue to account for 59% and cableway revenue to account for 38% of total income [2] - Revenue from "The Song of Everlasting Regret" is projected to be approximately 680 million yuan, with a visitor count of 2.49 million, an occupancy rate of 88%, an average ticket price of 273 yuan, a gross margin exceeding 80%, and a net profit of about 467 million yuan [2][5] - The Huashan West Peak Cableway is expected to generate 390 million yuan in revenue, with a visitor count of 3.56 million, a ride rate of 104%, an average ticket price of 105 yuan, and a net profit of 190 million yuan (51% ownership by the listed company) [2][6] - The company anticipates that existing businesses will contribute approximately 600 million yuan in profit [2][7] Future Growth and Acquisitions - Plans to acquire a 19% stake in Taihua Cableway and a 49% stake in Yaoguang Pavilion, expected to add 40 million and 10 million yuan in profit, respectively [2][7] - Ongoing construction of the second phase of Taishan Xiucheng, expected to contribute over 30 million yuan in profit in the year of completion and 70-80 million yuan in five years [2][7] - New projects include the construction of the South Line Cableway at Shaohua Mountain and supporting facilities for the Huashan West Peak Cableway [2][7] Asset and Revenue Projections - By September 2025, the total asset scale of Shaanxi Tourism Group is expected to exceed 54 billion yuan, with projected group revenue of over 9 billion yuan and a gross profit of around 2 billion yuan [2][8] - The listed company is expected to achieve a gross profit of about 900 million yuan, with potential for further integration of mature assets to enhance overall profitability [2][8] Profit Forecasts - Due to a high base in 2024 and weather impacts in Q3 2025, the company forecasts a profit of approximately 400 million yuan for 2025 [3][9] - For 2026, with a recovery in visitor numbers and the impact of equity acquisitions, profits could reach 500 million yuan, corresponding to a current P/E ratio of less than 25 times [3][10] - Given the quality of assets and growth potential, a valuation expectation of over 30 times is suggested, with attention to holiday service consumption policies and new project developments [3][10] Unique Aspects of the IPO - Shaanxi Tourism is noted as the largest scenic area IPO in A-share history, with strong government support for service consumption, making it a compelling investment opportunity [4]

Summary of Shaanxi Tourism Conference Call Company Overview - **Company**: Shaanxi Tourism Group (陕旅) - **Industry**: Cultural and Tourism Industry - **Listing**: First cultural tourism company listed on A-share market Key Financials - **Total Revenue for 2024**: 1.254 billion CNY - **Revenue Breakdown**: - **Performing Arts**: 59% (740 million CNY from "The Song of Everlasting Regret") - **Cableway**: 38% (390 million CNY from Huashan West Peak Cableway) - **Others (Dining)**: 3% [2][4] - **Profit Margin**: - Huashan West Peak Cableway: 49% [2][5] - "The Song of Everlasting Regret": 200 million CNY profit from 540 million CNY revenue [9] Core Assets - **Key Assets**: - Huashan West Peak Cableway (51% ownership, plans to increase to 70%) - "The Song of Everlasting Regret" performing arts project - **Investment in Performing Arts**: Over 10 million CNY annually for production upgrades [9][10] Growth Potential - **Future Growth Drivers**: - Acquisition of minority stakes in: - Taihua Cableway (19% stake) - Yaoguang Pavilion Performing Arts (49% stake) - Expected profit increase of approximately 50 million CNY from acquisitions [10] - Expansion of Tai Mountain Show City Phase II, projected to contribute 260 million CNY in revenue and 77 million CNY in profit over five years [3][11] - Construction of Shaohua Mountain Panlong Ridge Cableway, expected to operate by H2 2026 [3][11] Market Position and Strategy - **Market Position**: - Shaanxi Tourism Group is a leading cultural tourism enterprise under the Shaanxi Provincial State-owned Assets Supervision and Administration Commission - Group aims to reach 100 billion CNY in assets by 2028, requiring an annual growth rate of around 25% [6][12] - **Competitive Advantages**: - Unique revenue model focused on performing arts and cableway operations rather than traditional hotel and ticket sales - High occupancy rates and ticket prices in performing arts and cableway sectors [4][8] Valuation and Market Outlook - **Valuation Expectations**: - Projected profit of 400 million CNY for 2025 - Current P/E ratio below 25, with a reasonable valuation of 35-40 times P/E, corresponding to a market cap of 18-20 billion CNY [13] - **Investment Potential**: - Considered a benchmark in the service consumption sector within the A-share market due to its unique assets and growth potential [13] New Projects and Expansion - **Upcoming Projects**: - Tai Mountain Show City Phase II, featuring new performance IPs, expected completion between 2028-2029 [14] - Shaohua Mountain Panlong Ridge Cableway, aimed at enhancing existing traffic flow, expected to be operational by late 2026 [14] Conclusion - Shaanxi Tourism Group demonstrates strong growth potential through strategic asset management, expansion projects, and a unique revenue model focused on performing arts and cableway operations, positioning itself favorably in the cultural tourism industry.

Investment Rating - The report gives a "Buy" rating for the company, marking its first coverage [1]. Core Insights - Shaanxi Tourism is positioned as a leading cultural tourism company driven by its dual focus on performance arts and cableway operations, leveraging rich historical and cultural resources in Shaanxi Province [8][14]. - The company is expected to achieve a revenue of CNY 1.263 billion in 2024, representing a year-on-year growth of 16.03%, with a net profit of CNY 511.73 million, up 19.72% [8][14]. - The report highlights the ongoing recovery and growth in the tourism industry, supported by favorable government policies and increasing consumer spending on travel [44][51]. Summary by Sections Company Overview - Shaanxi Tourism operates major businesses in tourism performance, cableway services, and tourism project investment and management, with its flagship performance being the large-scale historical dance drama "The Song of Everlasting Regret" [8][14]. - The company has a strong historical foundation and has been publicly listed since 2026, with significant assets including the Huashan cableway and the performance at Huaqing Palace [8][14]. Industry Outlook - The tourism market is experiencing sustained growth, with domestic travel numbers and spending recovering to pre-pandemic levels, indicating a robust demand for tourism services [44][48]. - Government policies are increasingly supportive of the cultural and tourism sectors, aiming to enhance the integration of culture and tourism [51][52]. Financial Analysis - The company forecasts a total revenue of CNY 1.071 billion for 2023, with a projected net profit of CNY 418.27 million, reflecting a significant year-on-year increase of 662.06% [1][8]. - The earnings per share (EPS) is expected to be CNY 5.41 in 2023, with a price-to-earnings (P/E) ratio of 29.45 [1][8]. Profit Forecast and Investment Recommendations - The report predicts net profits for 2025, 2026, and 2027 to be CNY 394.30 million, CNY 513.89 million, and CNY 588.88 million respectively, with corresponding P/E ratios of 31, 24, and 21 [1][8]. - The company is expected to benefit from new projects and shareholder support, justifying the "Buy" rating [8][14].

Core Viewpoint - Shaanxi Tourism (603402) has demonstrated strong brand recognition and market influence through its long-running performance of "The Song of Everlasting Regret," which has been operating for over 18 years since its launch in 2007, entering a stable development phase with resilient performance and growth potential [1] Group 1: Performance and Brand Development - The company has established a stable operating cycle that continuously contributes to solid business performance [1] - "The Song of Everlasting Regret" has shown good performance resilience and growth potential, indicating a strong market position [1] Group 2: Future Strategies - The company plans to strengthen its core products and further unleash brand potential by continuously optimizing the performance quality and audience experience of "The Song of Everlasting Regret" and its variant, "Ice and Fire: The Song of Everlasting Regret" [1] - Regular upgrades and iterations will be implemented for costumes, stage design, lighting, and sound to maintain a fresh and high artistic standard in performances [1] - The application of digital stage design and immersive special effects will be promoted to enhance visual experience and artistic impact [1] Group 3: Performance Mechanism - The company will implement flexible performance scheduling during peak periods such as summer and golden weeks to match reception capacity with market demand [1] - This strategy aims to further improve audience attendance rates and per capita consumption levels, thereby strengthening brand effects and expanding market share [1]

Core Viewpoint - The company, a leading state-owned cultural tourism enterprise in Shaanxi, has rapidly increased its revenue and profitability in 2023, with projected revenues and net profits for 2024 showing significant growth compared to previous years [1][3]. Group 1: Financial Performance - In 2024, the company is expected to achieve revenue of 1.263 billion yuan and a net profit attributable to shareholders of 512 million yuan, representing year-on-year growth of 16% and 20% respectively, with a net profit margin of 41%, significantly higher than 23% in 2019 [1]. - The flagship performance project "Chang Hen Ge" has a substantial scale and an excellent business model, generating 92% of the company's performance business revenue with a gross margin of 87.77% [1]. Group 2: Tourism and Transportation Business - The company's tourism transportation business is stable, with revenue from the Huashan West Peak cableway projected to increase by 10% to 390 million yuan in 2024, maintaining a gross margin of 67% [2]. - The revenue from transportation projects is closely related to the overall visitor flow to the Huashan scenic area, with potential growth expected as regional visitor numbers recover and supporting facilities improve [2]. Group 3: Fundraising and Future Development - The company plans to raise 1.555 billion yuan through its IPO, with net proceeds of 1.522 billion yuan allocated for various projects, including the construction of the Taishan Xiucheng Phase II project and acquisitions related to cableway projects [2]. Group 4: Profit Forecast and Investment Recommendation - The company is projected to achieve revenues of 1.117 billion, 1.313 billion, and 1.423 billion yuan from 2025 to 2027, with net profits of 436 million, 580 million, and 653 million yuan respectively, reflecting a mixed growth outlook [3]. - The current stock price corresponds to valuations of 28, 21, and 19 times earnings for the years 2025 to 2027, with a "recommended" rating for initial coverage [3].

Core Viewpoint - The cultural tourism consumption in China is rapidly shifting from traditional sightseeing to immersive cultural experiences, driven by the younger consumer demographic that values emotional engagement and personalized, interactive performances [1][8]. Overview - Cultural tourism performances leverage specific regional natural landscapes, cultural heritage, and folk customs to provide immersive cultural experiences through artistic stage presentations and interactive designs [2][3]. Market Policies - The Chinese government has implemented various policies to support the development of the cultural tourism performance industry, creating a favorable environment for growth [5][6]. Industry Chain - The upstream of the cultural tourism performance industry includes venue resource suppliers, IP copyright holders, and performance equipment suppliers, while the midstream consists of service providers, and the downstream includes ticket sales channels and end consumers [6][7]. Current Development - The cultural tourism performance sector is evolving, with a projected audience of 95.7 million by 2025, reflecting a 12.1% year-on-year increase, and ticket revenue expected to reach 18.7 billion yuan, a 14.0% increase [1][9]. Competitive Landscape - The market is fragmented, with a CR10 market share of only 26.3% in 2024. Song City Performing Arts has established itself as a leader through its unique business model and high gross profit margins [10][11]. Development Trends - Future innovations in cultural tourism performances will be driven by digital technologies, enhancing immersive experiences and integrating local cultural elements into performance content [12][13][14][15].