全球领先的新经济产业第三方数据挖掘与分析机构
关于“景区”的报告
艾媒咨询 | 2025-2026年中国旅游产业链市场状况及标杆企业经营数据分析报告
旅游产业链行业涵盖以旅行体验为核心的服务与产品体系，包括交通、住宿、景区、旅行社及在线旅游平台等细分领域，季节性波动强、依赖信息透明度和用户体验，以及受政策、安全事件和消费趋势影响显著。全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025-2026年中国旅游产业链市场状况及标杆企业经营数据分析报告》数据显示，旅游产业链行业板块市值前三名企业依次为：宋城演艺（169.29亿元）、华侨城Ａ（152.72亿元）、首旅酒店（140.92亿元）。行业龙头效应不明显，竞争格局较为分散。整体营收分布呈“一超多强”格局，头部企业规模化成熟，尾部企业尚处成长或转型期。
艾媒咨询分析师认为，头部企业盈利质量优异，核心在于轻资产模式与高附加值业务，龙头通过资源壁垒与运营效率实现高转化。高净利率企业普遍聚焦核心景区与IP运营，凸显战略专注度提升盈利效率的合理性。
The tourism industry chain encompasses a service and product system centered on travel experiences, covering specialized sectors such as transportation, accommodation, scenic spots, travel agencies, and online travel platforms. It exhibits strong seasonal fluctuations, relies heavily on information transparency and user experience, and is significantly influenced by policies, safety incidents, and consumption trends. According to data from the latest "2025–2026 China Tourism Industry Chain Market Status and Leading Enterprises Operation Data Analysis Report" released by iiMedia Research (a globally leading third-party data mining and analysis firm for new economy industries), the top three companies in terms of market capitalization within this sector are Songcheng Performing Arts (RMB 16.929 billion), OCT Group A (RMB 15.272 billion), and Beijing Tourism Hotels Group (RMB 14.092 billion). The industry lacks pronounced leadership dominance, with a relatively fragmented competitive landscape. Overall revenue distribution follows a "one leader and multiple strong players" pattern, where leading enterprises have achieved scale and maturity, while smaller players remain in growth or transformation phases.
Analysts at iiMedia Research believe that the superior profit quality of leading enterprises stems primarily from their asset-light models and high-value-added businesses, where industry leaders achieve high conversion rates through resource barriers and operational efficiency. Companies with high net profit margins generally focus on core scenic areas and IP operations, highlighting the rationality of strategic concentration in enhancing profitability efficiency.-
艾媒咨询|2021中国景区门票预约服务专题研究报告
本报告研究涉及企业/品牌/案例：故宫博物院，敦煌莫高窟，上海迪士尼度假区，泰山风景名胜区，上海海昌海洋公园
iiMedia Research(艾媒咨询)数据显示，2020年，电影票、飞机票以及火车票的预约购买线上化率均在九成左右。在线上化率实现明显提升后，各场景在购票服务、取票入闸等服务流程的质量把控上有明显优化。而当前景区门票线上化率仅为22.4%，服务数字化程度仍有待提高。艾媒咨询分析师认为，景区门票预约将成为预约旅游建设的首要抓手，将持续帮助产业和景区优化升级。其次，超七成游客认可景区门票预约服务方式，认为出游前应提前做好细致安排。大众通过景区门票预约服务，提升出游计划可控性，优化旅游出行体验。此外，预约旅游助力景区实现三大主要目标，分别是提升安全性、改善游客体验以及提高景区运营效率。艾媒咨询分析师认为，明确在线预约预订等建设规范，引导旅游景区开发数字化体验产品，可以有效解决景区现存的三大主要问题。
As to the data of iiMedia Research, the online booking rate of movie tickets, air tickets and train tickets will be nearly 90% in 2020. After the significant improvement of online rate, the quality control of service processes such as ticket purchase service, ticket collection and gate entry has been significantly optimized. At present, the online rate of tickets in scenic spots is only 22.4%, and the digital level of service still needs to be improved. The consulting analyst of iiMedia Research believe that booking tickets in scenic spots will become the first priority in booking tourism construction, and will continue to help optimize and upgrade the industry and scenic spots. Secondly, more than 70% of the tourists agree with the ticket booking service mode of the scenic spots and careful arrangements should be made in advance before traveling. The public can improve the controllability of travel plan and optimize the travel experience through the ticket booking service. In addition, three main goals of scenic spots achieved by booking tourism are to improve safety, to improve tourist experience and to improve operational efficiency. The consulting analyst of iiMedia Research believes that clear online booking and other construction norms, guide the development of digital experience products in scenic spots, can effectively solve the three main problems existing in scenic spots. -
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艾媒报告|2019-2020中国旅游景区门票在线预订市场研究报告
iiMedia Research（艾媒咨询）数据显示，过去五年在线旅游用户的规模不断扩大，2019年中国在线旅游用户规模超过4亿人。门票业务作为旅游景区的核心产品，线上化仍有很大发展空间。2019年中国景区门票线上化渗透率约为18.3%，门票在线交易额为288.8亿元。国内景区门票预订市场已经形成一超多强的格局，前三大在线预订平台门票交易量总份额占比接近九成。2020年以来，新冠疫情对旅游景区消费市场带来了新的变化，一方面景区在政策要求和引导下，加快落实景区门票网络预约制，叠加线下游客骤减等困境压力，景区将加速拥抱在线预订平台；另一方面，多地景区关停政策以及门票预约制的实施驱使游客通过在线平台获取景区相关信息及产品服务。艾媒咨询分析师认为，在政策、市场、平台等多方因素的共同作用下，景区门票线上化率将大幅提升，旅游在线预订平台将迎来发展良机。
According to the data of iiMedia research, the scale of online tourism users has been expanding in the past five years, and the scale of online tourism users in China will exceed 400 million in 2019. As the core product of tourist attractions, ticket business still has a lot of room for online development. In 2019, the online penetration rate of tickets for scenic spots in China is about 18.3%, and the online transaction volume of tickets is 28.88 billion yuan. The domestic scenic spot ticket booking market has formed a pattern of "one super many strong", and the total share of ticket trading volume of the top three online booking platforms accounts for nearly 90%. Since 2020, the new crown epidemic has brought new changes to the consumption market of tourist attractions. On the one hand, under the guidance of policy requirements, the scenic spots will speed up the implementation of the online booking system of scenic tickets, which will add up the pressure of the sudden reduction of downstream customers, and the scenic spots will accelerate to embrace the online booking platform; on the other hand, the implementation of the multi scenic area closure policy and the ticket booking system will drive tourists through the online platform Obtain relevant information and product services of the scenic spot. iiMedia consulting analysts believe that under the joint effect of policies, markets, platforms and other factors, the online rate of scenic tickets will be greatly increased, and the online booking platform for tourism will usher in a good opportunity for development.
