Emei Shan Tourism

What Emei Shan Tourism does

Emei Shan Tourism Co., Ltd. (峨眉山旅游股份有限公司) is a Sichuan-based, SZSE-listed (000888) tourism operator that holds the operating concession for the Mount Emei UNESCO World Natural and Cultural Heritage site, rated AAAAA by China's National Tourism Administration. The company's core business is the integrated management of the Mount Emei scenic area, encompassing admission ticketing, in-park sightseeing bus and cable car transport, time-slot reservation systems, on-site and neighbouring hotels and catering, and a portfolio of experiential products including wellness, martial arts, and study-tour packages. Distribution is run through an in-house WeChat mini-program ticketing ecosystem alongside third-party OTAs (Ctrip, Meituan, Tongcheng), supplemented by shareholder and member perks.

Revenue is generated across five documented streams: scenic-area admission tickets, sightseeing bus and cable car tickets, subsidiary hotel and catering operations, health and study-tour products, and shareholder/member perks. The operating model is asset-heavy and concession-based: the company does not own the underlying mountain but operates the regulated access infrastructure, transport systems, and hospitality assets under a state-granted licence. Recent strategic activity centers on activating new access infrastructure (Beijing-direct high-speed rail, S308 Chuanling Highway) deployed on 2026-07-01 and extending the product mix beyond ticketing into higher-margin themed tourism, including a martial arts wellness study tour launched on 2026-07-04 in partnership with the Chinese National Martial Arts Academy and a Stephen Chow film collaboration on 2026-07-11. The revenue base is consumer-facing (B2C) and diversified across millions of individual visitors, with no named enterprise or institutional anchors.

Name

Emei Shan Tourism

Legal name

峨眉山旅游股份有限公司

Website

https://ems517.com

Company type

Public

Founded year

2002

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Emei Shan Tourism is a SZSE-listed (000888) operator holding the concession for the Mount Emei UNESCO World Heritage and AAAAA scenic area in Sichuan, China, running ticketing, sightseeing buses, cable cars, and hotels serving leisure visitors.

Ownership category

akta.pro rank

Product category

Scenic Area Tourism

NAICS

Nature Parks and Other Similar Institutions (712190), Historical Sites (712120), Nature Parks and Other Similar Institutions (71219)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Cultural Heritage & Indigenous-Led Visitor Services (Tribal Tours, Heritage Sites, Co-management) (THAAAGAL)

akta.pro secondary industries

National Park & Protected Area Tours (THAJAIAA), Buddhist Pilgrimage Travel Agencies (THAKAHAD)

Keywords

• Scenic area management
• Mountain tourism services
• Heritage tourism operations
• Sightseeing transportation
• Wellness study tours

Headquarters

HQ city

Emeishan

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. 景区门票 (Scenic Area Admission Tickets): Revenue from selling admission tickets to the Emei Shan scenic area, including discounted tickets for Hong Kong, Macau, and Taiwan visitors (50% off from May 1 to December 31, 2025).
2. 观光车票与索道票 (Sightseeing Bus and Cable Car Tickets): Revenue from bus transportation between the base and high-altitude areas (雷洞坪, 金顶) and cable car services (万年索道, 金顶索道). Bus tickets require time-slot reservation.
3. 住宿与餐饮服务 (Accommodation and Catering Services): Revenue from affiliated hotels and restaurants including 红珠山宾馆, 峨眉山大酒店, 峨眉山温泉饭店, 峨眉雪芽大酒店, 金顶大酒店, 雅林茶轩园林酒店, 峨眉雪芽官方网站, and 雷洞烟云星空营地.
4. 康养研学产品 (Health and Study Tour Products): Premium 5-day health and martial arts study tour programs developed in partnership with 中华国术院 and 中峰武术研究院, covering Wushu training, wellness cuisine, and certified completion certificates.
5. 股东权益优惠 (Shareholder Perks Program): Shareholder discount and benefit programs announced to boost sales amid economic challenges, offering discounts and free tickets to shareholders of the listed company.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Emei Shan Tourism Co., Ltd. (峨眉山旅游股份有限公司) operates and manages the Emei Mountain UNESCO World Natural and Cultural Heritage scenic area in Sichuan Province, China. The company sells admission tickets, sightseeing bus and cable car (ropeway) tickets, and operates an affiliated network of hotels, restaurants, and camping sites. It also distributes wellness and martial-arts study-tour packages built around the Emei intangible cultural heritage, all booked through the official WeChat mini-program, Shitu Tourism Network, and authorized third-party platforms (Ctrip, Meituan).

Product overview

Emei Shan Tourism operates a comprehensive tourism ecosystem centered on Emei Mountain, a UNESCO World Natural Heritage site and national 5A scenic area in Sichuan Province. The core offering is the 峨眉山景区 itself, supported by four classic tour routes (经典线路一至四) spanning the temple areas, Golden Summit (金顶), Wannian Temple, and ecological monkey zones. Transportation infrastructure includes the 万年索道 and 金顶索道 ropeway systems. The company has developed the 识途旅游网 online platform and official WeChat mini-program for ticket booking, integrating with third-party platforms Ctrip and Meituan. New product offerings include the 峨眉武术非遗康养研修之旅 five-day wellness study tour built around Emei martial arts intangible cultural heritage. The company also operates multiple subsidiary hotels and营地 properties under the parent listed company structure.

Differentiator

Problem solved

Functional benefit

Brands

• 识途旅游网 (Shitu Tourism Network): Official online ticketing and travel services platform for Emei Mountain

Products and services

• Emei Mountain Scenic Area Admission Ticket (峨眉山景区门票)
• High-Altitude Sightseeing Bus Ticket (高山区观光车票)
• Wannian Cable Car / Ropeway (万年索道)

Quantifiable outcome

• Travel time between Emeishan and Beijing significantly reduced with direct high-speed rail service starting July 1, 2026
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature2 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• 周星驰 / 星辉娱乐 (Stephen Chow / Stellar Entertainment)minorGTM or Marketing Partner · 11 July 2026Film collaboration with Stephen Chow's movie '功夫女足' (Kung Fu Soccer Girls), released nationwide July 11, 2026. The film integrates Emei martial arts elements (Emei象形拳, 凌空飞踢), features a team named '娥眉队', and highlights Emei's intangible cultural heritage, natural scenery, and cultural symbols. The collaboration generates significant media exposure and destination awareness for Emei Shan.
• 中华国术院 (Chinese National Martial Arts Academy)coreStrategic or Co-development Partner · 4 July 2026中华国术院 officially granted the '传习基地' (Training and Practice Base) designation to 峨眉山市中峰武术研究院 on July 4, 2026. The partnership establishes standardized, professional Wushu exchange and inheritance platform, builds talent cultivation, academic research, and study exchange long-term mechanisms, and provides a physical foundation for cross-strait martial arts exchanges.
• 峨眉山市中峰武术研究院 (Emeishan Zhongfeng Martial Arts Research Institute)coreStrategic or Co-development Partner · 4 July 2026The host organization for the 中华国术院传习基地, led by Qiao Zhengquan (乔正权). Develops and delivers the '峨眉武术非遗康养研修之旅' 5-day premium wellness and martial arts study tour program, covering Emei health preservation methods (峨眉养生八法) and Emei Chan Taiji (峨眉蝉太极) core systems, targeting both adult wellness and parent-child cultural programs.
• 台湾云林顺武堂 (Taiwan Yunlin Shunwu Hall)minorStrategic or Co-development Partner · 4 July 2026Taiwan Yunlin Shunwu Hall participated in the 5th Cross-strait Emei Martial Arts Cultural Exchange event on July 4, 2026 at Zhongfeng Temple (中峰寺), showcasing traditional martial arts routines alongside Emei and Shaolin masters, deepening cultural exchange between Taiwan and mainland martial arts traditions.
• China Railway (China State Railway Group Co., Ltd.)coreStrategic or Co-development Partner · 1 July 2026Direct high-speed rail service between Beijing West (G1591/G1592) and Emeishan station commenced July 1, 2026, extending the former Beijing West-Leshan service. This eliminates the need for tourists to transfer at Leshan station, enabling one-stop access to Emei Shan from Beijing and the Beijing-Tianjin-Hebei region.
• 乐山市交通运输局 / 洪雅县 (Leshan/Hongya Transportation and Government)minorStrategic or Co-development Partner · 1 July 2026S308线川零公路 (洪雅七里坪镇桃源段至峨眉山界新建工程) opened July 1, 2026, a 1.326km mountain road connecting Emeishan and Hongya. Built to secondary road standards (40km/h design speed, 8.5m roadbed width), it completes the D'emen international tourism traffic loop, significantly reducing travel time between Emeishan, Qiliping, and Liujiang.
• 携程 and 美团 (Ctrip and Meituan)minorChannel Partner/ Reseller/ DistributorAuthorized third-party ticket sales platforms for scenic area admission tickets and travel services. Provides real-name ticket reservation through official platforms, enabling broader consumer reach and digital booking convenience for domestic tourists.
• 瑞吉山 (Rigi Mountain, Switzerland)minorStrategic or Co-development PartnerSister mountain/tourism destination partnership. Listed under '友好景区' (Friendly Scenic Areas) on the official website, representing a mutual tourism exchange relationship between Emei Shan and Rigi Mountain of Switzerland.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Six Flags Entertainment: Six Flags is a larger U.S. theme-park operator using timed-entry ticketing, season passes, and on-property lodging; useful as a broad comparable on yield management and leisure-ticketing best practices, though it serves a different end market.
• Songcheng Performance Development: Songcheng Performance (300144.SZ) is a larger Chinese tourism and cultural-performance operator running themed parks and ticketed live shows, with overlapping demand drivers (Chinese leisure tourism) but a fundamentally different format.
• China Tourism Group Duty Free: CTG (601888.SH) is China's largest duty-free and travel retail operator; while a different vertical, it shares exposure to Chinese leisure travel demand and is part of the same investor-relevant Chinese tourism equity universe.
• Beijing Capital Tourism: Beijing Capital Tourism (600138.SH) is a broader Chinese tourism and hospitality group with hotels and travel services, offering overlap in Chinese inbound/domestic leisure demand but at much larger scale and scope.

Others

• Trip.com Group: Trip.com Group (CTRP) operates Ctrip, one of Emei Shan Tourism's authorized third-party ticketing platforms; it functions as a key distribution and demand channel for Emei Shan's scenic area admissions.

Direct peers

• Huangshan Tourism Development: Huangshan Tourism (600054.SH) operates UNESCO-listed Huangshan (Yellow Mountain) in Anhui, with a comparable model of scenic area admission, cable cars, and affiliated hotels — the closest direct peer to Emei Shan Tourism in China.
• Zhangjiajie Tourism Group: Zhangjiajie operates the UNESCO-listed Wulingyuan mountain scenic area in Hunan with cable cars, buses, and lodging — closely comparable in mountain-scenic visitor services model to Emei Shan.
• Guilin Tourism: Guilin Tourism (000978.SZ) runs scenic transport, boat cruises, and tourism services in Guangxi; comparable as a single-region Chinese listed scenic-area operator with similar product mix.
• Yunnan Tourism: Yunnan Tourism (002059.SZ) operates scenic transport and resort assets in Yunnan Province, sharing the same scenic-area-and-transport business model as Emei Shan Tourism.
• Jiuzhaigou Valley Scenic Area Operator (Aba Tourism): Jiuzhaigou Valley is a UNESCO World Natural Heritage site in Sichuan with similar park admission, bus transit, and lodging economics; the regional and natural-heritage overlap with Emei Shan makes it a close comparable.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/emei-shan-tourism-co-ltd

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries12 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Emei Shan Tourism