Published on
August 28, 2025
A new type of tourism that combines the wonders of traditional manufacturing with cultural exploration has been subtly spreading throughout China’s Fujian Province in recent years. This trend, called “industrial tourism”, allows tourists to explore the manufacturing processes of mass-produced items, such as footwear and ceramics, providing an intimate glimpse into the manufacturing process. Fujian, which was once a centre for extensive industrial production, is now a thriving tourist destination, with local companies welcoming visitors who want to learn about the origins of the goods they use on a daily basis.
Industrial Tourism Reshapes Dehua County’s Identity
Dehua County, nestled in Quanzhou, Fujian, has long been renowned as the birthplace of high-quality ceramics. While previously known as a manufacturing hub, it is now gaining recognition for its flourishing ceramic tourism. The area boasts over 4,500 ceramic enterprises, which have traditionally focused on exporting goods globally. However, recent efforts to integrate tourism into the local economy are starting to pay off. The focus has shifted from simply showcasing finished products to providing visitors with immersive experiences.
Visitors to Dehua’s ceramic cultural centres, like the one operated by the Fujian Quanzhou Shunmei Group, now have the chance to explore the artistry behind iconic pop culture ceramics such as Mickey Mouse and Elsa figurines. The centre offers visitors hands-on experiences, with opportunities to craft their own souvenirs while gaining an understanding of industrial techniques. This combination of creativity and education has captivated tourists, drawing both domestic and international crowds.
Shaping Local Economy Through Tourism
The success of industrial tourism is not limited to the local economy in Dehua. Across Fujian, cities like Quanzhou, Jinjiang, and Zhangzhou are experimenting with integrating industrial sites into their tourism strategies. These initiatives are reshaping the way consumers engage with manufacturers, shifting from a hidden supplier model to one where companies are visible, accessible, and relatable. This transformation has helped raise the profiles of businesses and allowed them to create deeper connections with their customers.
In Jinjiang, a key manufacturing base for footwear and apparel, companies are embracing the growing trend of industrial tourism. Many local manufacturers now offer factory tours, allowing visitors to witness firsthand the complexities of production and the history behind some of the world’s most popular brands. Visitors can also participate in activities such as product customisation, which includes AI-designed patterns, blending modern technology with traditional manufacturing techniques.
These efforts are proving successful not only in promoting tourism but also in boosting brand recognition. Companies are realising that by allowing consumers to engage directly with the production process, they are not only building brand loyalty but also gaining valuable insights into consumer preferences.
Policy Support and Economic Impact
Fujian’s municipal governments are recognising the potential of industrial tourism and have begun to implement policies that encourage its growth. The local government in Quanzhou has been actively promoting industrial tourism through various initiatives, such as designing factory tour routes and offering subsidies for themed consumption events. These efforts have shown tangible results, with an increase in both the number of visitors and the economic benefits that accompany them. As these policies evolve, it’s expected that more cities will follow suit, turning industrial manufacturing sectors into thriving tourist destinations.
The Zhangzhou region has also joined the movement with the development of the Pien Tze Huang Museum, which showcases the production and history of traditional Chinese herbal formulas. By offering an educational and interactive experience, the museum is drawing diverse groups of visitors, from students to academics and business professionals, further proving the diverse appeal of industrial tourism.
The Cultural Integration of Industrial Tourism
What makes industrial tourism truly stand out in Fujian is the integration of local culture into the manufacturing experience. For example, in Jinjiang, the collaboration between fashion brands and industrial sites has led to unique branding opportunities, such as hosting fashion events on beaches instead of traditional venues. By using unconventional settings like these, manufacturers can connect with tourists on a deeper level, tying their products into broader cultural narratives and lifestyle trends.
In Zhangzhou, traditional Chinese medicine companies are also tapping into the industrial tourism boom by offering visitors an inside look into the origins of herbal remedies that have been used for centuries. By doing so, these companies are not only promoting their products but also enhancing the trust and engagement of their customers by sharing the cultural heritage behind their offerings.
A Bright Future for Industrial Tourism
It is evident that this creative strategy is changing the travel and manufacturing landscapes in Fujian as industrial tourism continues to grow. The area that was once largely recognised for its industrial production is now becoming a centre for cultural tourism, drawing tourists who are curious about the provenance of their favourite goods.
In the upcoming years, Fujian’s industrial tourism industry is anticipated to expand thanks to the backing of local governments and a growing number of companies adopting the trend. More opportunities will exist for tourists to interact with local culture, tour factories behind the scenes, and observe firsthand the craftsmanship that goes into the well-known products.
One of China’s most promising new travel trends is industrial tourism in Fujian, which offers visitors looking to experience the ideal fusion of culture, industry, and creativity a singular and enriching experience.
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