Mount Emei Faces Sharp Visitor Drop in 2025 Amid High Ticket Prices and Service Issues

The decline is striking because the wider Leshan region has enjoyed a tourism boom, with overall visitor numbers and revenue rising across the city’s attractions. Emei’s slump, therefore, has become a flashpoint on Chinese social media, where the hashtag “半年流失14万人峨眉山怎么了” (Why did Mount Emei lose 140,000 visitors in half a year?) has sparked fierce debate.

A chorus of complaints points to the price tag as the primary deterrent. A single adult ticket, when bundled with the round‑trip shuttle, the cable‑car ride to the Golden Summit and other mandatory fees, can reach 380 yuan (about $53). For a family of four, the total can approach 2,000 yuan. Many netizens argue that such costs place the mountain out of reach for middle‑class families, especially when cheaper alternatives exist nearby. “If I have to spend as much as a weekend in Shanghai just to climb a hill, I’ll think twice,” one commenter wrote.

The price issue is compounded by a series of operational setbacks. Since June 15, the large‑scale cultural show “Only Emei” – a flagship performance that had been marketed as a must‑see attraction – has been suspended, leaving a void in the visitor experience. The show’s shutdown, which coincided with the start of the summer peak, appears to have dissuaded tourists who had booked trips specifically for the performance.

Even for those who do make the journey, the mountain’s logistics are proving a headache. During the busy season, queues for the summit cable car can stretch beyond three hours, forcing visitors to spend an entire day merely waiting. The internal transport network, which requires multiple transfers and steep, sometimes treacherous, walking paths, has been described as “exhausting” and “poorly signposted.” For older travelers and families with young children, the physical demands are a further deterrent.

Adding a less tangible, but no less real, discomfort is the behavior of the resident macaque troops. The monkeys, long known for their curiosity, have increasingly been reported to snatch food, knock over visitors’ belongings, and even bite when provoked. Their aggressive antics have become a running joke on Chinese platforms, with some users half‑seriously suggesting that the primates themselves are “driving tourists away.”

Behind the headlines, analysts say the root of Emei’s woes lies in an over‑reliance on a “ticket‑economy” model. For years, the scenic area has leaned heavily on entry fees and ancillary charges – from cable cars to souvenir sales – without diversifying its revenue streams. Emeishan Yunsheng Tourism Investment Co., the subsidiary that managed the “Only Emei” performance, posted a net loss of 16.14 million yuan, underscoring the fragility of a business model that hinges on a single, high‑cost attraction.

Wang Xiaoyu, a senior expert with the World Tourism Cities Federation, told China News Weekly that Mount Emei is “going through the growing pains of transformation.” He noted that many Chinese heritage sites are struggling to shift from pure admission‑based income to a broader “industry‑economy” that includes hospitality, retail, cultural events and digital services. “If you keep charging higher and higher for the same experience, you’ll lose repeat visitors. The market is demanding value, not just a price tag,” Wang said.

In response, the mountain’s management has begun to experiment with free access to its lower‑elevation zones, a policy that was first introduced in December 2021. The idea is to attract day-trippers and locals who might otherwise skip the pricey summit routes, hoping that increased foot traffic will boost ancillary spending. Nevertheless, the initiative has not yet offset the drop in paid admissions, and the company’s financial statements still show a sizable shortfall.

The situation at Mount Emei raises broader questions about the sustainability of China’s tourism sector, particularly for sites that have built their reputation on iconic status rather than diversified offerings. As Leshan continues to draw more tourists to its other attractions – from the world‑famous Giant Buddha to burgeoning eco‑tourism sites – Emei faces a crossroads. Will it reinvent itself as a more affordable, experience‑rich destination, or will it remain trapped in a cycle of high fees and dwindling crowds?

For now, the answer remains uncertain. What is clear, however, is that the mountain’s management cannot afford to rest on its historic prestige alone. The data from the first half of 2025 serves as a stark reminder that even legendary landmarks must adapt or risk fading from the itineraries of a new generation of travelers.