A major scenic area in a province is set to launch an IPO with a fundraising target of 2.1 billion CNY.

A significant launch is anticipated as a prominent scenic area in a province aims to raise 2.1 billion CNY through an initial public offering. The scenic area has reportedly attracted 9.6 million visitors in 2025, ranking first among 5A scenic spots in the province and fourth among all single-theme parks nationwide. This scenic area, known for its immersive cultural experiences, has seen revenue surpass 2.1 billion CNY over the past three years.

The company behind the scenic area submitted its IPO application to the main board of the stock exchange, with a designated sponsor overseeing the process. If successful, it would become the first publicly listed cultural tourism company in the province.

The scenic area is characterized by its unique blend of cultural performances and traditional architecture, featuring over 400 Song Dynasty-style buildings. It has developed a high-frequency experience model that includes numerous live performances and night-time attractions, transforming visitor engagement into a full-day experience rather than just a short visit.

Despite the impressive visitor numbers, the company’s revenue structure is reportedly somewhat concentrated, with a significant portion of income derived from entrance tickets and ticket sales for its main performance. The company has made strategic changes to its ticketing policies to encourage longer stays and repeat visits, although the adjustments have impacted short-term profitability.

Recent years have seen the company invest in expanding its offerings, including new themed attractions and immersive experiences, aimed at enhancing the overall visitor experience. The company is focusing on diversifying revenue streams beyond ticket sales to include food and beverage services, which currently generate modest returns.

This upcoming IPO is viewed as a crucial step for the company to secure funding for further expansion and to enhance its operational capabilities. The scenic area represents a key player in the cultural tourism sector, navigating a competitive landscape while aiming to leverage its rich cultural heritage.

Reported by TMTPost.