In order to solve the energy management problem of fuel cell sightseeing vehicle, the model of fuel cell sightseeing vehicle and its components are established, and the thermostat control strategy is designed. The accuracy of the model is verified by the bench test. In order to improve the economy and durability of the vehicle, a novel strategy based on quadratic utility function is proposed, and the real-time maximum benefit is obtained by KKT condition. Finally, a multi-objective lightning search algorithm is designed, and the optimal parameters of the novel strategy are solved by the algorithm. Simulation results show that compared with thermostat control, the proposed strategy can improve the driving range by 1.7% and durability by 11.2%. In addition, the strategy takes into account the SOC and combines the historical output power information of the vehicle and its components. The novel strategy also has a strong adaptability to working conditions.