Sudden drop in passenger traffic、Cultural tourism companies with capital chains under pressure，Join the “big army” of listings，This includes Discovery’s Chinese partners、National 5A-level scenic spot Hainan Yanoda (hereinafter referred to as "Yanoda")。January 17，Beijing Business Daily reporter obtained confirmation from Yanoda，Hainan Yanoda Yuanrong Tourism Co., Ltd., the management operator of the scenic spot, has submitted a listing application to the Shenzhen Stock Exchange GEM and it has been accepted。As understood，The company plans to raise 4.3.2 billion yuan in funds，Invest in the construction of rainforest characteristic tourism projects respectively、Quality improvement, upgrading and efficiency improvement project、Smart tourism project and Yanoda Cultural Tourism Talent Training Center project。In fact，In recent years，The declining number of tourists has led to a decline in the revenue of scenic spots，Jeanoda sensed the crisis，At the same time，Intensive implementation of new theme parks in Hainan，It also further threatens the status of Yanoda Scenic Area。In this case，This scenic spot has also begun to seek breakthroughs，Among them，The cooperation with Discovery to build an integrated resort attracted the most attention。Industry insiders said，With the rapid increase in the number of new cultural tourism projects in Hainan，Future scenic spots、Competition in the theme park field will become more intense，Can Yanoda successfully break out of the "siege"，Still to be further observed。

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As Hainan tourism welcomes a return of consumption，As a famous local 5A scenic spot, Yanoda has quietly 188bet online sports betting set its sights on the capital market。January 17，Regarding the fact that Hainan Yanoda Yuanrong Tourism Co., Ltd. has quietly submitted a listing application to the Shenzhen Stock Exchange GEM and it was accepted，Beijing Business Daily reporter called Yanoda Scenic Area，and received confirmation from the other party。

It was revealed，This time Yanoda plans to issue no more than 40 million shares，Recruiting 4.3.2 billion yuan，Invest in the construction of rainforest characteristic tourism projects respectively、Quality improvement, upgrading and efficiency improvement project、Smart tourism project and Yanoda Cultural Tourism Talent Training Center project。According to the prospectus disclosed by Yanoda，The funds raised will be invested 9538 in the above four projects respectively.500,000 yuan、2.4.1 billion yuan、3874.930,000 yuan and 5664.570,000 yuan。

It is reported，Yanoda Scenic Area is dominated by tropical rainforest landscape，There is a rainforest valley in the scenic area、Dream Valley、Three major tourist areas in Sandao Valley，The Rainforest Valley focuses on “ornamental” characteristic rainforest plants，Integrating special entertainment projects such as "high-altitude zip line" and "glass viewing platform"；Dream Valley focuses on "tactile" rainforest landscapes，Develop the "Waterfall Stepping and Playing" adventure project throughout the entire tour route；Sandao Valley focuses on the "primitive" rainforest style，With waterfall as the main feature，Facility supporting light development。Public information is also displayed，This scenic spot is now one of the six 5A-level scenic spots in Hainan Province，Affiliated to Baoting County, Hainan Province，About 35 kilometers from downtown Sanya，50 kilometers from Sanya Airport，Is an important part of the "Greater Sanya Tourism Economic Circle"。

It is worth mentioning，The earliest mention of listing can be traced back to a capital increase performance betting agreement in 2010。Visible，Yanoda has been planning an A-share listing for a long time。For Yanoda sprinting for IPO，Analysis by Wu Liyun, Associate Professor of the Chinese Culture and Tourism Industry Research Institute of Beijing International Studies University，From the perspective of domestic 188bet app download traditional scenic spots，We have faced a decline in tourists in recent years，Issues such as increased competitive pressure，The post-IPO financing obviously also wants to seek some new changes，Such as upgrading facilities, etc.，Thus increasing the attraction of the scenic spot，But whether it will succeed，It also depends on the development of the scenic spot itself。

Seeking changes amid declining performance

In fact，In recent years，Yanoda Scenic Area has indeed encountered a bottleneck in its development。According to the prospectus disclosed by Yanoda，2017、2018、2019 and the first half of 2020，The passenger flow of Yanoda Scenic Area is 229.870,000 people、185.830,000 people、186.800,000 people and 26.610,000 people。Except for the sudden drop in tourists due to the epidemic in 2020，From 2017-2019，The number of tourists in this scenic spot is almost on a downward trend。Meanwhile，The revenue of scenic spots has also shown a downward trend year by year。Also mentioned in the prospectus，2017、2018、2019 and January-June 2020，Yanoda achieved revenue of 3.4.8 billion yuan、3.1.6 billion yuan、300 million and 4859.680,000 yuan；Net profit is 8723 respectively.320,000 yuan、8091.090,000 yuan、7933.520,000 yuan and loss of 1,742.410,000 yuan；The comprehensive gross profit margin is 58.07%、56.21%、57.23%&20.76%。

To this，Industry insiders pointed out，In recent years，Tourist travel habits have gradually changed from sightseeing to sightseeing and leisure travel，The mode of travel is also more inclined to independent travel rather than group travel，This has also further led to a decrease in the number of group tours。Wu Liyun’s analysis，Because the traditional sightseeing tour model has encountered certain development resistance，Yanoda Scenic Area has also begun to seek to transform its layout into leisure tourism。

It is reported，November 2020，The Discovery integrated resort, a collaboration between Yanoda and Discovery, the global leader in documentary entertainment programs, has started construction in the Yanoda Rainforest Cultural Tourism Zone，This project has also become Discovery 188bet app Media Group’s first officially authorized project in Hainan。As understood，The total planned land area of ​​this project is about 1,500 acres，Completed and put into operation in three phases within five years。Project includes lagoon area、Water World、Explore the three major areas of the Valley, Will be built into a paradise cluster、Hotel cluster、A world-class cultural and tourism complex integrating business clusters，Covering Discovery Park、Rainforest greenhouse landscape、Fairy Tale Theater、Animal Planet Amusement Park、Night water show、Zipline、Water Adventure Park、New attractions such as Adventure Town and Jungle Boutique Hotel，The first phase of the Yanoda Discovery Valley project is expected to be opened to global tourists at the end of 2021。

However，While Yanoda is actively developing its layout for leisure travel，There is also negative news coming out of the industry。There is news，Discovery Media Group plans to terminate the license and authorization for Discovery (Shanghai) Culture and Tourism Development Co., Ltd. (hereinafter referred to as "Discovery Culture and Tourism")，And recover relevant rights to Discovery Media Group。But then a reporter from Beijing Business Daily called Yanoda Scenic Area，Stated by the relevant person in charge of the scenic spot，“Not sure about this news，Discovery integrated resort is still under construction”。In Wu Liyun’s opinion，If Discovery integrated resort can be finally completed in Yanoda Scenic Area，This scenic spot will be given more development potential in the future。

The geometry of the future “money scene”

“It is imperative to raise funds to transform the scenic spot，If traditional scenic spots do not seek changes，In the end, it will only be the fate of being gradually eliminated。"Wu Liyun said frankly。She further stated，Judging from some traditional domestic tourist attractions in recent times，There is a trend of declining passenger flow，And Hainan is a hot spot for tourism companies to compete，In this case，Competitive pressure will obviously be greater。

In recent years，A number of themed cultural tourism projects have 188bet Online Sports Betting and Casino settled in Hainan，It also further diverts the passenger flow to Hainan’s traditional scenic spots。End of April 2018，With the opening of the Sanya Atlantis project invested 11 billion yuan by Fosun，Attracted a large number of parent-child tourists with considerable spending power，This project also seems to have become the most popular leisure destination in Hainan；However, just a few months after the project opened，Sanya Haichang Dream Ocean Evernight City, a subsidiary of Haichang Ocean Park, will also open soon，Haichang also revealed at that time，Related accommodation and other supporting facilities may be developed in the future。

Senior tourism expert Wang Xingbin said，The opening of leisure tourism projects one after another，Also intensifies the tourist attractions in Hainan、Competition among leisure travel projects。

Beijing Business Daily reporter also learned，Except for projects that have already opened，Also includes Sanrio、Chimelong and other theme park operating companies have also set their sights on Hainan。July 2019，The official website of the Sanya Municipal Government also announced that，With the successful signing of the contract between Fude Group (Holdings) Co., Ltd. and Sanrio (Shanghai) International Trading Co., Ltd. (hereinafter referred to as "Sanrio Shanghai Company")，HELLOKITTY (Hello Kitty) theme park resort has also been officially confirmed to settle locally，Sanrio has also become the first international IP brand theme park to enter Hainan。Earlier，The relevant person in charge of Chimelong Group also expressed his position at the symposium held with the Hainan Provincial Government，Will create a world-class coastal destination locally。It can be seen from this，While Hainan’s tourism market is gradually growing，Traditional scenic spots are facing increasing pressure。

Wu Liyun said，As the entire tourism market is changing from traditional sightseeing to leisure travel，Attracting tourists to tourist attractions is no longer as easy as it used to be，How to increase the supply of leisure and vacation products in 188bet app download traditional scenic spots，This is also a question that scenic spot operators 188bet sports betting app download must think about，Next, can Noda find its own way in Hainan，Still to be tested by the market。

*This article comesSource: Beijing Business Daily, author: Guan Zichen, original title: "Number of tourists、Operating income has declined year after year, and the 5A scenic spot Hainan Yanoda is rushing to IPO for a comeback》.