从青岛啤酒博物馆到上海旧厂改造：工业旅游为何成了中国文旅新宠？

2025/7/13 2:26:31

源于欧洲的工业旅游，自上世纪 90 年代末进入中国后，在投...

源于欧洲的工业旅游，自上世纪 90 年代末进入中国后，在投资与政策加持下蓬勃发展，如今景点超千个，青岛啤酒博物馆等甚至人气盖过传统景区。上海、北京等地纷纷布局，将其融入旅游规划。从年轻人体验酱油酿造到探访高科技工厂，工业旅游正以独特魅力重塑旅游市场，带来别样体验。

After first emerging as a concept in Europe around the mid-20th century, industrial tourism — which involves visiting factories, vineyards, and other sites of industrial heritage — began taking root in China in the late ’90s. 20 世纪中期左右，工业旅游概念首先在欧洲出现，其形式包括参观工厂、葡萄园及其他工业遗产地。20 世纪 90 年代末，这一概念开始在中国扎根。Over the years, it has flourished into a lucrative sector, thanks to growing investment and government support. 多年来，得益于不断增加的投资和政府的支持，工业旅游已发展成为一个利润丰厚的产业。The country now has more than 1,000 industrial tourism sites nationwide, ranging from century-old steel mills in the northeastern “Rust Belt” to gleaming, high-tech electric-vehicle plants in the south. 如今，中国拥有 1000 多个工业旅游景点，既有东北部 “铁锈地带” 百年历史的钢铁厂，也有南部崭新的高科技电动汽车工厂。Some destinations even attract more visitors than traditional scenic spots, such as the Tsingtao Beer Museum in Qingdao, in the eastern Shandong province, which received more than 1.8 million visitors last year, a 12.5% increase compared with 2023. 有些工业旅游景点的游客数量甚至超过了传统景区，比如位于山东省东部青岛市的青岛啤酒博物馆，去年接待游客超过 180 万人次，较 2023 年增长 12.5%。Many cities and provinces have included industrial tourism as a key ingredient in their policies to boost the local tourism market. 许多省市已将工业旅游纳入促进本地旅游市场发展的重要政策内容。For example, Shanghai’s three-year tourism development plan, released in February, highlights the potential for converting abandoned factories into immersive, cultural attractions, helping local businesses through ticket sales and spin-offs while preserving the city’s industrial heritage. 例如，2 月发布的上海三年旅游发展规划中，强调了将废弃工厂改造为沉浸式文化景点的潜力，这既能通过门票销售及衍生业务助力本地企业发展，又能保护城市的工业遗产。Beijing was also drafting plans in March to integrate its tech hubs into tourism routes, such as with tours that pair cutting-edge robotics factories and driverless car laboratories with views of the ancient Great Wall. 3 月，北京也在起草相关计划，打算将科技园区融入旅游线路，比如推出将尖端机器人工厂、无人驾驶汽车实验室与古老长城景观相结合的旅游项目。Jiang Zihan, a 23-year-old journalism student and social media content creator, sees industrial tourism as a way to acquire knowledge and disseminate culture. 23 岁的新闻学专业学生兼社交媒体内容创作者江子涵（音译）认为，工业旅游是一种获取知识和传播文化的方式。She’s recently been exploring such projects in Zhongshan, a city in the southern Guangdong province, including an almond cake factory and a soy sauce museum. 她最近在广东省南部的中山市探访了一些工业旅游项目，包括一家杏仁饼工厂和一个酱油博物馆。What struck her most were the stories behind the products, such as how Chubang soy sauce — a local specialty brand — is closely linked with the area’s dry climate and requires distinct production methods, taking 180 days to ferment. *让她印象深刻的是产品背后的故事，比如当地特色品牌 “厨邦酱油” 如何与该地区干燥的气候紧密相关，其酿造需要独特的工艺，且发酵时间长达 180 天。“You not only visit but also experience the production process firsthand and can get a taste onsite,” she told Sixth Tone, adding that participating in industrial tourism has also enhanced her trust in the brands. “你不仅是参观，还能亲身体验生产过程，现场还能品尝，” 她在接受《第六声》采访时说，并补充道，参与工业旅游也增强了她对这些品牌的信任。“I would be more willing to purchase these products because this kind of experience is very close to life and has led to me gaining a deeper understanding and trust.” “我会更愿意购买这些产品，因为这种体验非常贴近生活，也让我对它们有了更深的了解和信任。”Industrial tourism is also helping some companies raise awareness of products that are still relatively niche in the Chinese market. 工业旅游还帮助一些企业提高了旗下在国内市场仍相对小众的产品的知名度。In 2023, Milkground, a major dairy producer based in Shanghai, opened China’s first cheese-themed tourism base, the Jinshan Cheese Factory, with the aim to educate visitors through immersive experiences such as 3D animations of its production processes and multimedia flavor-pairing workshops. 2023 年，总部位于上海的大型乳制品生产商妙可蓝多开设了中国奶酪主题旅游基地 —— 金山奶酪工厂，旨在通过沉浸式体验向游客科普奶酪知识，比如用 3D 动画展示生产流程、举办多媒体风味搭配工作坊等。The facility balances operational needs with visitor engagement — glass partitions allow observation of automated filling and packaging without compromising hygiene — while government-backed initiatives, such as its inclusion in the city’s official industrial tourism route, have further supported its growth. 该基地平衡了生产运营需求与游客体验 —— 玻璃隔断让游客可以观摩自动化灌装和包装过程，同时又不影响卫生；而政府支持的举措，如将其纳入上海官方工业旅游线路，进一步助力了它的发展。A 30-year-old finance professional surnamed Du, also from Shanghai, has been exploring BMW and Volvo factories, as well as robotics projects, in her spare time. 30 岁的杜女士（音译）是上海的一名金融从业者，她在闲暇时间参观过宝马、沃尔沃的工厂以及一些机器人项目。She enjoys observing and participating in the production process, feeling that it provides an experience unlike any typical tourism project. 她喜欢观察并参与生产过程，觉得这带来了不同于一般旅游项目的体验。“Seeing real manufacturing up close and trying simple operations yourself makes it truly memorable,” she said. Beyond its niche appeal, Du finds industrial tourism’s core value in its futuristic edge. “近距离观看真实的制造过程，自己还能尝试一些简单的操作，这真的让人印象深刻。”除了其小众吸引力外，杜女士认为工业旅游的核心价值在于其未来感。“Industrial spaces are grand. The installations and futuristic elements stand out, especially in robot or smart manufacturing zones. You get a powerful sense of cutting-edge technology,” she said, adding that she hopes more high-tech tours and interactive experiences will be rolled out nationwide. “工业空间很宏大。那些设施和充满未来感的元素非常显眼，尤其是在机器人或智能制造区域。你能强烈感受到尖端科技的力量，” 她还说，希望全国能推出更多高科技旅游项目和互动体验。内容来源：每日英语听力 | 双语精读