Group 1 - The tourism market is experiencing a recovery, but there are complaints from two groups: workers traveling during holidays facing high costs and overcrowding at popular destinations [1][2] - Despite the challenges, the travel enthusiasm continues, with Ctrip reporting a 23% year-on-year increase in domestic travel bookings during the Dragon Boat Festival [3] - The overall spending on tourism has increased, which is generally positive for tourism-related companies [4] Group 2 - However, many scenic tourism companies are struggling financially, with only four out of 18 listed companies showing growth in both revenue and profit for 2024 [6][13] - Guilin Tourism, a major player, reported a net loss of 204 million yuan in 2024, a staggering decline of 1830.7% year-on-year, despite high visitor numbers [8][9] - The trend of increasing visitors leading to greater losses is noted, with some companies facing severe financial difficulties [18] Group 3 - The financial struggles of tourism companies are attributed to various factors, including a decline in visitor numbers for natural scenic spots and increased competition from new attractions [22][29] - For instance, Zhangjiajie saw a drop in visitors from nearly 80 million in 2019 to 35.7 million in 2024 [24] - Many natural scenic companies are facing challenges due to low repeat visitor rates and declining ticket prices, impacting their revenue [29] Group 4 - Theme park companies like Haichang Ocean Park are also experiencing revenue declines despite increased visitor numbers, with ticket revenue dropping from 903 million yuan in 2023 to 895 million yuan in 2024 [36] - The overall revenue for Haichang Ocean Park decreased by 0.13% due to the impact of consumer spending trends [37] - Even companies like Songcheng Performing Arts, which reported growth, are facing challenges with core project revenues declining significantly [39] Group 5 - Some companies are successfully adapting to the changing market by diversifying their offerings and focusing on new projects, such as Songcheng Performing Arts, which saw a 25.49% increase in revenue in 2024 [43] - The company has shifted its focus to popular tourist cities and lower-tier markets, resulting in significant revenue growth from new projects [45] - Innovative experiences and interactive projects are becoming essential for attracting visitors, as seen with the success of the Laojieling scenic area [54][56]

Investment Rating - The industry is rated as "Outperforming the Market," indicating an expected increase of over 10% in the industry index relative to the broader market within the next six months [3][17]. Core Insights - The tourism market is experiencing steady growth, with domestic travel reaching 314 million trips during the "May Day" holiday, a year-on-year increase of 6.4%. Total spending by domestic tourists amounted to 180.27 billion yuan, reflecting an 8.0% increase [2][8]. - Long-distance travel destinations are gaining popularity, with ticket sales in regions like Qinghai, Xinjiang, Ningxia, and Gansu showing a significant year-on-year increase of 100% to 200%. The inbound tourism market is also rebounding strongly, with a 130% year-on-year surge in inbound travel orders [2][12]. - The introduction of policies such as a 240-hour visa-free stay and the "immediate refund" tax policy is driving an increase in inbound tourist numbers [10][15]. Summary by Sections 1. Steady Growth in the Tourism Market - The tourism market is maintaining steady growth, with a total of 314 million domestic trips taken during the "May Day" holiday, a 6.4% increase from the previous year. Domestic tourist spending reached 180.27 billion yuan, up 8.0% year-on-year [2][8]. 2. Rise of Long-Distance Travel Destinations - The reduction in working days has led to more tourists opting for early bird or staggered trips, significantly boosting long-distance travel destinations. Ticket sales in regions like Qinghai, Xinjiang, Ningxia, and Gansu have seen a year-on-year increase of 100% to 200% [12][14]. 3. Investment Recommendations - The report suggests focusing on scenic spots and performance companies that demonstrate stable operating performance and effectively meet personalized and diversified demands [15].

证 券 研 究 报 告 商贸零售行业跟踪报告 五一文旅消费量价齐升，需求稳步修复 行业研究 商贸零售 2025 年 05 月 07 日 $$\frac{1}{4}\hat{\mathbb{E}}\hat{\mathbb{T}}\;(\;\hat{\mathbb{H}}\hat{\mathbb{H}}\;)$$ 华创证券研究所 证券分析师：杨澜 邮箱：yanglan@hcyjs.com 执业编号：S0360524070008 证券分析师：姚婧 邮箱：yaojing@hcyjs.com 执业编号：S0360522090001 行业基本数据 | | | 占比% | | --- | --- | --- | | 股票家数(只) | 105 | 0.01 | | 总市值(亿元) | 8,824.38 | 0.90 | | 流通市值(亿元) | 8,075.16 | 1.04 | 相对指数表现 | % | 1M | 6M | 12M | | --- | --- | --- | --- | | 绝对表现 | 2.4% | 6.0% | 15.1% | | 相对表现 | 3.8% | 11.4% | 11.0% | -20% ...

2025年5月7日 证券研究报告 | 5月投资策略暨五一假期总结 旅游量增价稳半径延长，板块关注政策发力与AI+进展 行业研究 · 行业投资策略 社会服务 投资评级：优于大市（维持评级） | 证券分析师：曾光 | 证券分析师：张鲁 | 证券分析师：杨玉莹 | | --- | --- | --- | | 0755-82150809 | 010-88005377 | 0755-81982942 | | zengguang@guosen.com.cn | zhanglu5@guosen.com.cn | yangyuying@guosen.com.cn | | S0980511040003 | S0980521120002 | S0980524070006 | 请务必阅读正文之后的免责声明及其项下所有内容 核心观点：旅游量增价稳半径延长，板块关注政策发力与AI进展 ◼ 行情回顾：4月社服板块跑赢基准1.42pct，关税扰动下政策促进方向与一季报绩优个股相对领涨，其中A股景区以及教育龙头相对居前，港 股强供应链茶饮龙头领涨。五一假期，港美股市场教育绩优个股与AI+教育主题个股涨幅居前，OTA、酒店受益于出行景气亦收获 ...