How China's industrial tourism efforts refresh city, company images

中国工业旅游如何刷新城市和企业形象

CHANGSHA/FUZHOU, Aug. 6 (Xinhua) -- For companies and cities, industrial tourism means more than ticket revenue and another tourist attraction on the map.

长沙/福州8月6日电（新华社）——对于企业和城市而言，工业旅游的意义远不止门票收入和地图上的一个旅游景点。

Many Chinese industrial cities were once stereotyped by pollution and factory noise. However, with industrial tourism showcasing their green and smart improvements, these sites are now being reimagined as public leisure destinations.

许多中国工业城市曾因污染和工厂噪音而被贴上刻板标签。然而，随着工业旅游展现出其绿色化、智能化的转型成果，这些工业遗址正被重新定位为公共休闲目的地。

In the city of Xiangtan, an old industrial base in central China's Hunan Province, visitors are often surprised by the park-like environment at the plant of Xiangtan Iron and Steel Group Co., Ltd., a company established in 1958.

在中国中部湖南省的老工业基地湘潭市，游客们常常对湘潭钢铁集团有限公司厂区里公园般的环境感到惊讶。这家公司成立于1958年。

The company is among those shedding their old, dirty image by inviting more visitors to see their production sites firsthand. What were once niche, industry-only names are gaining wider public recognition.

通过邀请更多游客走进生产一线，该公司正逐步摆脱以往"老旧脏乱"的刻板印象。曾经的小众行业名词，如今正获得更广泛的公众认知。

"In my mind, a steel plant always meant thick smoke, rust-red iron and gray walls. I never expected the environment here to be as relaxing as a city park," said He Manting, a student at Xiangtan University.

“在我印象中，钢铁厂总是浓烟弥漫、铁锈红墙、灰暗一片，真没想到这里的环境竟像城市公园一样惬意。”湘潭大学学生何满亭说。

The site features many art pieces crafted from scrap steel by workers. Such scenes are the outcome of the company's green efforts. Over the past five years, it has invested more than 6 billion yuan (about 883.72 million U.S. dollars) in green upgrades.

厂区内陈列着许多由工人用废钢打造的艺术品。这些景观正是公司绿色转型的成果体现。过去五年，公司在绿色升级改造方面累计投入超过60亿元人民币（约合8.84亿美元）。

Beyond environmental transformation, industrial tourism serves as a bridge to cultural heritage. Once seen as a dark, salty workshop, the 280-plus-year-old soy sauce garden of Longpai Food Co., Ltd. has now become a popular travel destination, receiving nearly 20,000 visits each year.

除环境改造外，工业旅游还是连接文化遗产的桥梁。龙牌食品有限公司拥有280多年历史的酱油园，曾被视为阴暗、咸湿的作坊，如今已成为热门旅游目的地，年接待游客近2万人次。

"When visitors step into the garden, it's like stepping back in time," said Zhang Yue, a senior leader of Longpai Food. "Transforming our brand's history into a cultural tourism asset, and turning that asset into new consumption, is why we ventured into industrial tourism."

"游客走进酱油园，仿佛穿越回旧时光。"龙牌食品高管张跃表示，"将品牌历史转化为文旅资产，再将资产转化为新的消费场景，正是我们涉足工业旅游的初衷。"

During visits, Zhang explains the science behind brewing to children in simple terms, describing how enzymes break down soybean proteins. Though the science was complex, many visitors, including sixth-grader Wang Zongyi, found the experience rewarding.

参观过程中，张跃用通俗易懂的语言向孩子们讲解酿造原理，解释酶如何分解大豆蛋白。尽管背后的科学知识颇为深奥，但包括六年级学生王宗义在内的许多游客都觉得此行收获颇丰。

"I learned some fun science facts and got to see our intangible cultural heritage in action," said Wang. "I really admire the down-to-earth dedication of the artisans. It taught me that to do things well, you have to stay focused and keep at it."

"我不仅学到了有趣的科学知识，还亲眼见证了非物质文化遗产的活态传承。"王宗义说，"工匠们脚踏实地的匠心令我由衷敬佩。这让我明白，想把事情做好，就得沉下心来，持之以恒。"

Modern manufacturing is also taking center stage. At the smart control center of Xiangtan Iron and Steel Group, AI algorithms manage steel production, replacing grueling manual labor.

现代制造业同样成为工业旅游的亮点。在湘钢智慧控制中心，AI算法管控着钢铁生产流程，取代了以往繁重的体力劳动。

"In the past, some processes required experienced workers to stand guard," said Wen Han, a staff member at the company. "From sweating profusely by the furnaces to working comfortably in air-conditioned control rooms, new technologies are reshaping steel production."

"以前，有些工序得有经验丰富的老师傅全程盯着。"公司工作人员文涵说，"从在炉边挥汗如雨，到如今在空调房里舒适作业，新技术正在重塑钢铁生产的面貌。"

"As more factories open their doors, they are dispelling outdated stereotypes about old industrial bases while uncovering new avenues for value growth in traditional industries," said Zhao Yi, deputy director of Xiangtan municipal bureau of culture, tourism, radio, television and sports.

湘潭市文化旅游广电体育局副局长赵毅表示："随着越来越多的工厂打开大门，它们正在消除人们对老工业基地的过时刻板印象，同时也为传统产业挖掘新的价值增长点。"

Zhao added that industrial tourism breaks down traditional boundaries between sectors, unlocking massive consumption potential.

赵毅还补充道，工业旅游打破了行业间的传统壁垒，释放出巨大的消费潜力。

Industry research institutions predict that this sector will maintain average annual growth of about 18 percent between 2024 and 2029, with the market expected to exceed 300 billion yuan in size.

行业研究机构预测，2024年至2029年，我国工业旅游产业将保持18%左右的年均增速，市场规模有望突破3000亿元。

To elevate the experience, companies are integrating industrial tourism with lifestyles. For instance, the creative space of sportswear giant Anta in Jinjiang, a county-level city in east China's Fujian Province, is redefining the traditional factory outlet.

为提升游客体验，企业正推动工业旅游与生活方式深度融合。以位于福建晋江（中国东部福建省下辖的县级市）的运动服饰巨头安踏创意空间为例，它正在重新定义传统的工厂直销店模式。

The space blends shopping with interactive fun by introducing six experience zones, including indoor climbing, skiing and basketball. "I unexpectedly found a ski zone with on-site coaching when I was shopping for clothes. The experience was top-notch," a user said on Xiaohongshu, a popular Chinese lifestyle-sharing platform.

该空间通过引入室内攀岩、滑雪、篮球等六大体验区，将购物与互动娱乐融为一体。一位用户在小红书（国内热门的生活方式分享平台）上留言道："本来只是来买衣服，没想到竟发现了带现场教练的滑雪区，体验感拉满。"

To ensure tourism is accessible and high-quality, Jinjiang has introduced supportive measures. Addressing scattered locations, the city launched two free vintage tram lines in late May, connecting factories and commercial districts for hassle-free travel.

为确保旅游便利可达、品质优良，晋江出台了配套支持措施。针对景点布局分散的问题，该市于5月下旬开通了两条免费的复古有轨电车线路，串联起各大工厂与商业街区，让游客出行无忧。

Last year, 11 sightseeing factories in Jinjiang welcomed 486,800 visits, generating over 20 million yuan in revenue. "Industrial tourism revitalizes existing resources and drives traditional industry upgrades," said Chen Xinxin, deputy director of Jinjiang's culture, sports and tourism bureau.

去年，晋江11家观光工厂共接待游客48.68万人次，实现营收超2000万元。晋江市文化体育和旅游局副局长陈欣欣表示："工业旅游不仅盘活了存量资源，更推动了传统产业的转型升级。"

Chen added that Jinjiang has rolled out targeted policies, including subsidies, to encourage more local factories to open to the public and upgrade their tourism offerings.

陈欣欣还补充道，晋江已出台包括财政补贴在内的专项扶持政策，鼓励更多本地工厂向公众开放，并推动其旅游业态提质升级。

Across China, the world's manufacturing powerhouse, the trend of popular industrial tourism has received fresh support from policymakers. In May, China issued a circular on promoting industrial culture, preserving industrial heritage and advancing industrial tourism.

作为全球制造业第一大国，中国的工业旅游热潮正迎来政策层面的新支持。今年5月，文旅部、工信部等七部门联合印发《关于弘扬工业文化 保护工业遗产 发展工业旅游的通知》，明确鼓励装备制造、消费品工业等领域企业大力发展"工厂游"，打造沉浸式、智慧化工业旅游体验。

The outline of China's 15th Five-Year Plan (2026-2030) calls for coordinated development of industrial tourism alongside "red tourism," rural tourism and wellness tourism.

《中华人民共和国国民经济和社会发展第十五个五年规划纲要》明确提出，要因地制宜发展红色旅游、乡村旅游、康养旅游、工业旅游等，推动各类旅游业态协同发展。