One of China’s most unlikely tourist attractions isn’t a historic landmark or natural wonder – it’s a factory. According to a report by Ynet News Ynet News, Xiaomi’s manufacturing plant on the outskirts of Beijing has become so popular that visitors enter a lottery for the chance to tour it, with some tickets reselling for up to $300 on the black market, as reported by Ynetnews,
For travelers who have already seen the Great Wall, the Forbidden City, and panda conservation centers, Xiaomi’s factory offers something far more “local.” Each week, hundreds of thousands of people apply for just 200 available tour slots. Winners receive a free, 60-minute guided experience through one of China’s most advanced manufacturing facilities, where smartphones and electric vehicles are built at astonishing speed.
The surge in interest accelerated after Xiaomi’s SU7 Ultra electric car launched in February, when 10,000 units sold out in just two hours. That frenzy spilled over into factory tourism, turning the plant into a pilgrimage site for tech enthusiasts, influencers, families, and especially so-called “tiger moms” eager to expose their children to China’s technological rise. Only visitors aged six and older are allowed, and wait times can stretch beyond a month.
The tour itself feels more like a futuristic theme park than a traditional factory visit. Guests spend roughly 40 minutes riding through vast, exhibition-like halls before exploring the production floor on foot. There, around 100 human workers oversee nearly 700 robots and robotic arms. Thanks to this automation, Xiaomi can produce a car every 76 seconds, positioning it as a serious competitor to both BYD and Tesla.
For Xiaomi, opening its doors is more than a publicity stunt. The company has spent years shifting away from third-party suppliers toward in-house manufacturing, giving it tighter control over quality and costs. What began with smartphones has expanded into premium foldable phones and now electric vehicles, reflecting China’s broader evolution from low-cost manufacturing hub to global tech powerhouse.
Factory tourism is also becoming part of a national strategy. Chinese planners reportedly expect up to 20 million annual visitors to industrial sites by 2027, blending national pride with economic promotion. In Xiaomi’s case, the payoff is clear: brand loyalty is built early, products are demystified, and the company’s technological prowess is put on public display.
Xiaomi once looked to Apple as its role model. Today, it has done something Apple never has — turned a car factory into a must-see destination. And judging by the crowds, the pilgrims are only just beginning to arrive.