智造工厂打造工业旅游新生态 从参观升级为体验消费

全国多地工业旅游正借助数字化手段重新定义场景，使现代工厂逐步演变为文旅新热点。1蔚来、伊利、汤臣倍健等企业的示范项目表明，工业旅游已从单纯参观升级为连接企业、消费者与产业的价值枢纽，成为品牌展示、科普教育和区域产业发展的重要基础设施。1

在这一转变中，各企业因地制宜开发多元体验。蔚来"小小工程师"项目已吸引近万名中小学生参与。1伊利现代智慧健康谷日处理鲜奶6500吨、年产6万吨婴配粉，其运营的"伊诺研习社"年开展活动超3000场，覆盖超14万人次。1汤臣倍健透明工厂截至今年6月底累计接待游客超204万人次，其"透明工厂3.0"项目总投资约4.2亿元。1珠海太空中心累计接待游客超116万人次，其中港澳台及国际青少年约4万人次。1

从经济拉动看，伊利现代智慧健康谷年度经济价值贡献超3500万元、累计全网曝光近10亿次，体现了工业旅游的市场潜力。1今年5月，文化和旅游部等7部门联合印发通知支持工业旅游发展，为这一业态的进一步扩展提供了政策支撑。1

Industrial tourism across China is undergoing a transformation, with factories increasingly offering immersive experiences that extend far beyond traditional production line visits.1 Companies are leveraging digital tools and creative offerings to reshape how consumers interact with manufacturing facilities, turning them into destinations that serve as brand showcases, educational platforms, and economic drivers for their regions.1

Several leading enterprises have emerged as pioneers in this space. NIO's "Little Engineer" program has welcomed nearly 10,000 primary and secondary school students,1 while Tiens' transparent factory has attracted over 2.04 million visitors as of June this year.1 Yili's Modern Smart Health Valley has generated over 35 million yuan in annual economic value and accumulated nearly 1 billion online exposures,1 processing 6,500 tons of fresh milk daily and producing 60,000 tons of infant formula annually.1 The facility's "Yili Innovation Academy" conducts over 3,000 events yearly, engaging more than 140,000 participants.1 In the aerospace sector, Zhuhai Space Center has received over 1.16 million visitors, including approximately 40,000 from Hong Kong, Macau, Taiwan, and international youth.1

Investment in these initiatives continues to scale. Tiens' "Transparent Factory 3.0" project represents a total investment of approximately 420 million yuan.1 In May of this year, China's Ministry of Culture and Tourism, along with six other departments, jointly issued a notice supporting the development of industrial tourism.1 These endeavors have fundamentally repositioned industrial facilities as critical infrastructure for brand communication, public education, and regional industrial advancement.