在自然景区领域，东北地区凭借独特的气候禀赋与地域风情，早已形成一个边界清晰、体验多元的"避 暑生态圈"；清凉胜地云南、贵州等地区也迎来大批游客。美团旅行数据显示，截至7月24日，暑假期间 云南景区订单量同比增长70%。 在此背景下，上市旅游公司通过打造特色项目、优化服务内容，在避暑游市场中各展拳脚，为游客送上 清凉夏日的同时，也为自身开拓出广阔的市场空间，推动旅游消费在暑期持续升温。 其中，长白山（603099）旅游股份有限公司持续拓展避暑产品类型，滑雪场"变身"山地运动公园、增建 雪绒花咖啡馆、举办夏日森林音乐会。长白山管委会数据显示，今年6月份，长白山主景区共接待游客 35.68万人次，同比增长4.5%。 "6月中旬起，长白山天池冰面开始融化，迎来了客流最高峰。现在长白山'一票难求'，景区基本上是满 额运行，我们民宿的价格也水涨船高，店里朝鲜族的民俗体验很受欢迎。"长白山焕森民宿工作人员孙 军对《证券日报》记者表示。 天目湖（603136）同样针对"避暑游"与亲子游需求，打造了一系列吸睛项目。在露天大草坪，吹着晚风 喝啤酒一起看"苏超"；在天目湖水世界，以泰式主题巡游开启"造浪泼水节"。 除了自然景区，一 ...

Core Insights - The summer heat has driven a significant increase in demand for "cooling travel," with search volume rising by 47% year-on-year since July, particularly in the Northwest, Northeast, and Southwest regions of China [1] - Listed tourism companies are launching unique projects and services to cater to this demand, including concerts, water gun festivals, and off-season overseas cooling trips [1][2] - The trend of "cooling travel" has led to a substantial increase in orders, with Yunnan's scenic spots seeing a 70% year-on-year growth in orders during the summer vacation period [1] Industry Trends - The tourism market is shifting from standardized packages to more personalized experiences, as companies explore ways to extend the appeal of "cooling travel" [2][3] - Yunnan Province reported 371 million visitors in the first half of the year, a 10.8% increase, with total tourism spending reaching 658.43 billion yuan, up 10.5% [3] - Tourists are increasingly seeking authentic local experiences rather than just visiting top-rated attractions, indicating a desire for unique cultural engagement [3][4] Company Strategies - Changbai Mountain Tourism Co., Ltd. is diversifying its cooling products, transforming ski resorts into mountain sports parks and hosting summer music festivals [1] - Tianmu Lake is creating attractive projects for cooling and family travel, including outdoor events and themed water festivals [2] - Guangzhou Lingnan Group is enhancing visitor experiences by integrating local cultural elements into their offerings, while Xi'an Qujiang Cultural Tourism Co., Ltd. is rebranding historical sites into immersive cultural experiences [4]