Factory tours grow as cool choice to beat summer heat

Room for growth

The luosifen production park has welcomed nearly 100,000 visitors annually since its opening in March 2021. In 2024, ticket sales and merchandise from the industrial park generated over 20 million yuan.

"Many visitors become loyal customers after the tour. We convert 30 to 40 percent of our annual visitors into clients," Yao Hanlin, chairman of Guangxi Luobawang Food Technology, told China Daily.

"Not only has our factory's popularity increased, but we've also boosted the surrounding dining, accommodation and transportation options in Liuzhou city.

"Visitors often eat and stay nearby after tours. This has helped popularize luosifen cultural routes, revitalizing attractions like the Lotus Cave Science Museum, Liuzhou Industrial Museum and Luosifen Town.

"DIY experiences at the industrial park have also stimulated sales of local handicrafts and souvenirs, injecting new vitality into the local economy," he added.

Yao said that after their visits, tourists share their experiences, becoming ambassadors for luosifen culture and further promoting Liuzhou's signature dish through word of mouth.

However, industrial and factory tourism accounts for less than 5 percent of China's total tourism revenue, which is significantly below the global average of over 10 percent, suggesting substantial growth potential in this area, according to a report released by the Zhongyan Puhua Industry Research Institute.

The report also estimated that China's industrial tourism market will exceed 45 billion yuan by 2025, with a compound annual growth rate of 18 to 22 percent in the coming years. By 2030, the market is expected to surpass 100 billion yuan.