≡-China’s Fujian Industrial Tourism Sees a Massive Boost as the Young Travelers Seek Authentic Cultural Experiences in the Region – Viral of Today

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August 29, 2025Industrial tourism is growing increasingly popular in Fujian Province, transforming its long-established manufacturing bases into successful tourism destinations. Young tourists are increasingly shunning classic big city destinations in exchange for visiting smaller cities where they can experience true local culture and learn about the production processes. It is most evident in Dehua County, which is renowned for its ceramic production, as tourists now throng to view artistic pieces of ceramic work and participate in hands-on activities at local factories.Turning Manufacturing into a Tourism Destination: The Case of Dehua CeramicsIn Dehua, once known primarily as a ceramic manufacturing hub, the rise of industrial tourism is transforming the town into a new kind of tourist destination. The Shunmei Group, a major ceramic supplier for global brands like Disney and Starbucks, has embraced the trend by opening its doors to tourists, offering both educational and entertainment experiences. The rise of industrial tourism has created new revenue streams for local businesses while helping to boost brand recognition for traditional manufacturing companies.Zheng Pengfei, General Manager of Shunmei Group, pointed out that the shift to industrial tourism is not just about showcasing products but also engaging with tourists and offering hands-on learning experiences. This has proven to be an effective way to introduce local industries to a global audience while stimulating the local economy. As more tourists discover the town’s rich ceramic heritage, Dehua’s reputation as a tourism destination continues to grow, providing both economic and cultural benefits to the region.Broadening Horizons: Fujian’s Growing Industrial Tourism SceneFujian’s industrial tourism scene is expanding beyond ceramics. In Jinjiang, a major manufacturing base for footwear and apparel, companies are reimagining industrial sites as tourist destinations. The rise of MICE tourism (meetings, incentives, conferences, and exhibitions) is also driving the growth of business tourism. According to Yin Ruixiang, Vice President of the POP global innovation hub, Jinjiang is introducing complex tourism and shopping experiences, where visitors can customize products using AI-designed patterns and learn about the manufacturing process firsthand.This model of integrating tourism with manufacturing not only provides visitors with unique, interactive experiences but also offers companies valuable opportunities to engage with consumers, build brand loyalty, and gain insights into market demands. The goal is to shift from hidden suppliers to beloved brands, using direct engagement to foster a deeper connection between consumers and manufacturers.The Economic Impact of Industrial Tourism in FujianThe rise of industrial tourism is having a direct positive impact on the local economy in Fujian Province. The Quanzhou municipal government is actively promoting industrial tourism, offering policy support to help local businesses open their doors to visitors. Initiatives such as designing factory tour routes and subsidizing themed events are already delivering tangible benefits. This has led to increased tourism revenue, the creation of new jobs, and greater brand recognition for Fujian-based manufacturers.In addition to cultural tourism, Fujian’s tourism sector is now diversifying to include experiential travel, where tourists can explore the manufacturing processes behind local products while also enjoying the region’s scenic beauty. As more industries open up to the public, the economic impact of industrial tourism is set to continue growing, helping to support the long-term development of the region’s tourism infrastructure.Cultural and Educational Aspects of Industrial TourismIndustrial tourism in Fujian also offers rich cultural and educational opportunities for visitors. For example, at the Pien Tze Huang Museum in Zhangzhou, tourists can learn about the history and production of one of China’s most renowned traditional Chinese medicine (TCM) products. Visitors can gain insight into the heritage and craftsmanship behind TCM production, strengthening the connection between consumers and local traditions. The museum also hosts a wide variety of visitors, from students to academics and business executives, offering unique educational experiences related to Chinese cultural heritage and modern production techniques.By combining industrial visits with cultural tourism, Fujian is fostering a deeper understanding of the region’s diverse manufacturing sectors, while providing educational opportunities for international tourists interested in learning more about the artisanal processes and historical significance behind the products.China’s Diverse Tourism Growth: Expanding Beyond Industrial TourismChina’s tourism growth is evolving beyond its traditional landmarks like the Great Wall and Forbidden City, as the country increasingly promotes diverse tourism offerings. The rise of eco-tourism, adventure travel, and wellness tourism has opened up new destinations for international and domestic travelers. Regions like Xinjiang, Tibet, and Inner Mongolia are attracting travelers seeking cultural immersion, natural beauty, and adventurous experiences. This diversification in tourism allows China to tap into a broader market and attract tourists interested in unique, authentic experiences, beyond the typical tourist circuits.Future Prospects: Sustainable Growth of Industrial Tourism in FujianIn the future, Fujian Province industrial tourism has vast potential for sustainable development. With further industries adopting this new paradigm, the province will be well on its way to a leading industry in industrial tourism, welcoming tourists from all over China and the globe. Through investment in tourism infrastructure, cultural heritage promotion, and interactive tourism product, Fujian is establishing a sustainable tourism model that is supportive of economic development as well as cultural conservation.As Fujian becomes increasingly popular as a tourist destination, industrial tourism will be the driving force behind the influx of tourists of all kinds, bringing new experiences that link visitors to the cultural heritage and innovative sectors of the area.

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