Inside the rise of factory tourism in China

Stepping onto the floor of a modern automobile factory, where hundreds of robotic arms assemble vehicles in coordination, visitors are getting a front-row seat to China's manufacturing development.

From drone facilities and dairy farms to high-tech automakers, manufacturers across China are opening their doors to the public. In doing so, they are transforming assembly lines into one of the country's hottest new travel trends for both domestic and international tourists.

Data from online travel platform Tongcheng Travel shows the surge: bookings for factory tours have jumped over 36% year-over-year this summer, with families driving the momentum at 68% of total reservations.

But what is driving this fascination with machines and assembly lines, and why are production floors becoming China's new must-see travel destinations?

Why people choose factory tourism

For families, educational value is central to their choice of destination. Learning about cutting-edge technology in smart factories allows students to see textbook concepts in action and creates an avenue for them to be inspired by technological development.

In Hunan Province, the Changsha Aviation Technology Experience Center opened up the floors to students, inviting them to study models of airliners and fighter jets up close and try hands-on experiences such as driving simulations.

Factories were once backstage spaces off-limits to the public. Industrial tours tap into people's curiosity about how everyday commodities are made. In Hohhot, the capital of China's Inner Mongolia Autonomous Region, people visiting dairy factories can learn about dairy making and animal husbandry, as well as witness the whole process from filtering and sterilization to boxing and delivery.

Liu Boying, an associate professor at the School of Architecture at Tsinghua University, told CGTN that China's abundant industrial resources underpin the factory tourism boom. Liu said China has the world's most complete industrial system, spanning across industries from aerospace, automobiles and food to light manufacturing, which provides a wide array of options for tourists.

Liu noted that people's eagerness to learn about China's manufacturing advances is another incentive. In the past, "Made in China" often reminded people of low-end products, but today, China has made breakthroughs in high-end equipment across the supply chain. Stepping inside smart factories helps people visualize China's achievements and industrial breakthroughs, according to Liu.

A new window through which to learn about China

When people think of visiting China, they would often think of the Forbidden City, the Great Wall, and other places of interest that represent the country's cultural and historical heritage.

However, the rise of factory tourism comes within the context of a shifting structure in China's tourism market. Increasingly, what people want to get out of their journeys is not just novel sights, but unique experiences that offer a deeper understanding of, and connection to, the culture and society around them.

Tours of Chinese factories deliver just that – a window into China's modernization, industrialization, and innovation.

The appeal of Chinese factories isn't limited to domestic visitors. Orders of Chinese factory tours placed by foreign visitors on HopeGoo, an international travel platform, have increased more than ninefold this summer compared to last year.

In the review section for a tour on Shenzhen's Robotaxi, drone delivery that features a deep dive into the city's tech sector, an English-speaking user gave the experience a 5.0 rating and commented that "it truly felt like stepping into the future."

A study by the Tongcheng Research Institute predicts that as smart factories roll out the welcome mat, factory tourism is set to become a fixture on the travel scene.