From Assembly Lines to Attractions: The Rise of Factory Tourism in China
- Double V
- Sep 9
- 3 min read
Updated: Sep 17
Summer is peak travel season in China. But beyond theme parks and scenic landmarks, a new type of destination is capturing attention: factory tours. Increasingly, manufacturing companies are opening their production lines to the public, charging admission fees, and transforming their industrial sites into tourism destinations.
On Xiaohongshu, searches for “factory tour (工厂游)” now yield countless posts tagged with “kids’ outings” and “summer learning trips.” Factories have become a fresh option for parents seeking engaging activities for their children. Some educational agencies have even launched structured “factory study tours,” with media dubbing the phenomenon an “Industrial Disneyland.”
A Growing Industry
According to DT Business Observer, at least 13 companies across automotive, food, and beverage sectors have opened factory tours to the public over the past five years. Among the most popular are:
● Xiaomi Auto – showcasing the excitement of China’s new EV boom.
● Genki Forest (元气森林) – where visitors can explore how sparkling water is made.
● Liuzhou Luobawang (柳州螺霸王) – a snail noodle factory that doubles as a cultural landmark.
Genki Forest, for instance, charges 25 RMB per ticket. Visitors not only experience the full production process of sparkling water but can also DIY their own drinks and taste unreleased products.
This trend is not only limited to Chinese domestic brands. Coca-Cola has opened factory tours in several Chinese cities. In Guangzhou, its museum and factory bookings are fully reserved for months, reflecting overwhelming demand.
Governments are joining too
Factory tourism isn’t limited to brands. Local governments are embracing the trend, turning industrial facilities into public education hubs:
● Shenzhen Longgang Eco Park allows visits to the country’s largest waste-to-energy plant, where guests can operate giant robotic arms and observe waste incineration up close.
● Shenzhen Metro HQ offers behind-the-scenes tours of its train bases, even giving children the chance to role-play as “mini train conductors.”
This boom is no accident. Industrial tourism falls under China’s official “science education tourism” category, alongside agricultural and science museum tourism. Although its current market size is relatively small (around 10 billion RMB), industrial tourism is the fastest-growing segment. In early 2025, both Beijing and Shanghai issued new policies calling for the creation of more factory tourism destinations.
Why It Matters for Brands
Factory tours bring tangible business benefits in revenue generation:The Liuzhou Luobawang Industrial Park reported annual revenue of over 20 million RMB from tickets, dining, and product sales, with conversion rates reaching 30–40%.
What's more, factories become powerful brand stages. Instead of competing on price, companies showcase supply chain strength, innovation, and transparency. In a B2B context, factory tours are being redefined as “trust media” - bridging the information gap between manufacturers and consumers.
The Bigger Picture
Globally, industrial tourism accounts for 10–15% of total tourism output. In China, it is still under 5%, but momentum is building rapidly. As parents look for educational experiences, consumers seek authenticity, and brands search for new storytelling platforms, factory tours may well become China’s next tourism growth engine.
💡 The open question is: Will factory tours move from niche novelty to mainstream travel trend in China? Could factory tourism become the next big driver in China’s travel economy?
Double V Consulting is a marketing consultancy specialized in female consumer goods brands. We have been helping overseas brands navigate the complexities of the Chinese market since 2017. We specialize in creating strategies that resonate with Chinese female consumers, leveraging deep market insights and cultural understanding.
If you're interested in learning more about how we can assist your brand in understanding and connecting with Chinese consumers, don't hesitate to reach out by clicking HERE.
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