In Nošovice, Hyundai's Czech car plant runs free guided tours of its production line three times a week, in five languages, drawing close to 9,000 visitors last year despite the company selling no cars directly on site. A different model is on display at Dolní Vítkovice in Ostrava, a former steelworks closed in 1998 and reopened as a mixed-use site combining a museum, a technology centre, and the 80-metre Bolt Tower; it passed 1.7 million visitors last year, alongside regular school group visits. On a smaller scale, the 17th-century Bartošovice mill, still running on its original equipment, gives visitors a working look at traditional grain milling rather than a static heritage display.

IndusTour brings together six regions to develop this kind of tourism: Moravia-Silesia (Czechia), Auvergne-Rhône-Alpes (France), Łódź Voivodeship (Poland), Tønder (Denmark), Vojvodina (Serbia), and Cyprus. According to Lucie Ševčíková of the Moravia-Silesia tourism department, the goal is partly defensive: giving visitors tired of overcrowded destinations like Prague, Venice or Barcelona a genuine alternative, rooted in a region's own industrial history rather than a copy of what's already crowded elsewhere.

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