Factory tourism is not a new concept in China. China FAW Group began opening its production lines in Changchun, Jilin province, to visitors as early as 1994. What is changing now is the scale and commercial ambition, as organized visits evolve into bookable consumer products combining factory access, education, entertainment and retail.

Shenzhen-based consultancy Zero Power Intelligence Group estimates the domestic industrial tourism market hit 120 billion yuan ($17.78 billion) in 2023 and expects it to exceed 300 billion yuan by 2029, representing a compound annual growth rate of 18 percent.

Policy support is also accelerating. The outline of China’s 15th Five-Year Plan (2026-30) calls for industrial tourism to be developed alongside rural tourism, wellness tourism and «red tourism». In May, seven central ministries and departments — including the Ministry of Culture and Tourism and the Ministry of Industry and Information Technology — jointly issued guidelines calling for more factory tours, industrial heritage attractions and technology-enabled experiences.