On a recent trip to the eastern coastal city of Qingdao, Shandong province, Beijing resident Zhang Xiaohui visited the Tsingtao Beer Museum, tracing the brewing process through a century-old factory complex before sampling a pint on site.
"I checked Xiaohongshu (Red-Note) for tips and booked the earliest slot, hoping it would be less crowded. I learned how beer is made and explored the brewery's history. I cannot drink a lot, but being able to learn, have fun and enjoy a drink made it a great experience," Zhang said.
Across China, tourists are venturing into breweries, shipyards, auto plants and repurposed mines, turning spaces once designed solely for industrial production into vibrant destinations for recreation, education and shopping.
Data from Tongcheng Travel, a leading Chinese online travel agency, showed that booking interest in factory-related travel products since the summer peak season began on July 1 had risen 36 percent year-on-year as of Aug 6. Family trips accounted for 68 percent of orders, while interest among travelers born after 2000 increased by 12 percent.
In addition, more than 80 percent of factory-tour orders were for destinations within a three-hour journey, suggesting the segment is becoming a key part of the weekend getaway market. Furthermore, more than 80 percent of travelers who added a factory visit to a longer itinerary spent an average of over three days in a single city.
