🏭 Where tourists are allowed inside production: a guide to factory tours

A vacation doesn't have to be about the beach and the buffet. Some travelers are drawn to a completely different kind of destination. Their route runs not along the waterfront, but through factory floors and production halls.

Industrial tourism: a trip where you watch cars, airplanes, LEGO bricks, and chocolate bars being made. Manufacturers open their doors to visitors not out of generosity. They want the publicity, and you get to see the whole process with your own eyes.

We've put together 7 production facilities in Europe that actually offer tours. Below: what you'll see inside, how to get in, and what to pay attention to.

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How industrial tourism works

Factory tours appeared when manufacturers started losing sales. Companies found a simple solution: let tourists inside and show the quality without intermediaries. For you, it's a chance to see rare models, working production lines, and people doing their jobs.

The rules are similar everywhere. You book in advance, arrive at the appointed time, and follow the route with a guide. Some factories prohibit photography, and some only admit visitors above a certain age. A few tours run only a handful of times per year.

💡 In short:

Every facility requires advance booking; walk-in spots are usually not available.
Some factories prohibit photography, and some only admit visitors above a certain age.
A few tours run only a handful of times per year.

1. BMW plant in Munich

Munich is home to the main BMW museum. Inside there are more than 100 exhibits, and you can trace the company's history from aircraft engines to electric vehicles. The museum is open Tuesday through Sunday, 10:00 to 18:00, last entry at 17:30 (as of 09/2026, official BMW website).

You can sit behind the wheel of the latest models and look under the hood at the neighboring BMW Welt exhibition center.

A separate tour takes you to the plant itself, where hundreds of new cars roll off the assembly line every day. Guests see nearly every stage of assembly, from body stamping to the final line.

The catch: tours are offered only in German and English.

City tours and tickets are easier to book in advance: tour options in Munich.

2. Bentley plant in Crewe

The British brand Bentley opens its factory in Crewe, Cheshire, to visitors. This is where luxury cars are assembled and interiors are hand-trimmed in wood and leather.

The tour starts in a museum where you can see how models evolved across different eras. Then you're taken to the workshops: the wood shop, the leather shop, and the main assembly hall. Tours are now available to everyone by advance booking, not just brand owners (as of 09/2026, Bentley Motors).

Residential street in Crewe with parked cars

At the end, guests are offered a chauffeured test drive. Almost anyone would agree to a ride in the cabin of a new Bentley.

Who it's for: fans of the brand and anyone interested in hand assembly.
The catch: you need to book in advance; there are no same-day spots.

For nearby cities in the UK, tours of England on GetYourGuide will come in handy.

3. Ferrari plant in Maranello

Sports car fans are welcome in Maranello. That's where the Ferrari museum stands, with a collection of racing and road cars. The Fiorano test track is nearby, and guests are taken around the factory grounds by bus on a schedule.

It's best to book tickets and a time slot in advance. The Ferrari museum operates in timed sessions, and the bus tour of the factory lasts under an hour (as of 09/2026).

The catch: you can only enter the factory grounds with an organized tour.

4. Airbus plant in Hamburg

Airbus assembles aircraft in Hamburg, in the Finkenwerder district. The tour starts with passport control and a security check, then a film about the company is shown in the visitor center.

Then comes the most interesting part: the structural assembly hall and final assembly of narrow-body aircraft. The company's second plant operates in Bremen, where they show wing and flap production.

Aerial view of Finkenwerder airfield with Airbus plant in Hamburg

The tour lasts about 2.5 hours, and you're on your feet the whole time (as of 09/2026, Airbus tour operator). There's no way to get back to the bus early.

The catch: photo and video are prohibited, and you're asked to turn off your phone at the entrance.

If you're planning to stay nearby, hotels in Hamburg on Trip.com will come in handy.

5. LEGO plant in Billund

LEGO pieces are made all over the world, but the brand's home base and company plant are in Billund, Denmark. Parts are also produced in Hungary and Mexico. Sets are packaged in Denmark and the Czech Republic.

Getting into the actual production is difficult: the plant only lets tourists in a few times a year, and tickets sell out fast. But Billund is home to LEGO House, with play zones, workshops, and restaurants. It's closed for almost all of January and a few more days a year (as of 09/2026, LEGO House).

At LEGO House you can try your hand at being a designer and build your own model from bricks.

Who it's for: families with children and adult LEGO fans.
The catch: factory tours are offered only a few times a year.

It's easier to buy tickets in advance: tours and tickets in Billund on GetYourGuide.

6. Cadbury factory in Birmingham

The Cadbury chocolate factory in Birmingham is open to visitors under the name Cadbury World. It's not just production areas but also play zones for children. Adults get to taste bars and candies, and you can buy chocolate to take home at the brand store.

The brand's history begins with John Cadbury's shop, where he sold cocoa at an ordinary market. Later, he and his brother opened a production facility in the city center and became a supplier to Queen Victoria. So there's no doubt about the quality of the product.

Brick Cadbury factory building in Bournville with sign

Who it's for: families with children and chocolate lovers.

If you're going to Birmingham for a couple of days, hotels in Birmingham on Trip.com will come in handy.

7. Ritter Sport factory in Waldenbuch

The Ritter Sport factory operates in the town of Waldenbuch near Stuttgart. It houses the SchokoMuseum and a workshop with an exhibition about the brand's history. Tourists are not shown the factory's production floors.

You'll see what ingredients chocolate is made from, how they are selected, and how the packaging has changed over the decades. The square bar remains the brand's main symbol and is easily recognizable on the shelf.

The trip is easy to combine with an overnight stay in Stuttgart: hotels in Stuttgart on Trip.com.

Tours and tickets

Guided tours, skip-the-line tickets and activities — most offers can be cancelled free of charge.

See offers on GetYourGuide

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⁉️🤔 Frequently asked questions

What is industrial tourism?

Industrial tourism: a trip to an operating production facility where tourists are shown the factory floors and the manufacturing process. Factories use such visits as advertising and a way to show quality from the inside. Tours can be paid or free, but advance booking is almost always required.

Which factories allow tourists?

From our selection, the BMW plant in Munich, the Bentley factory in Crewe, the Ferrari museum in Maranello, the Airbus facility in Hamburg, the LEGO factory in Billund, the Cadbury factory in Birmingham, and the Ritter Sport factory in Waldenbuch are open to visitors. Some sites accept visitors only by appointment and on certain days.

How much does a factory tour cost?

Prices vary greatly. The BMW Museum charges an entrance fee and operates on time slots (as of 09/2026, BMW Museum tickets and admission). Airbus sells only organized tours, and at the Bentley and Ferrari factories, booking opens in advance. Always check the exact cost on the site's official page before your trip.

Can you take photos at the factory?

No, not everywhere. Airbus in Hamburg prohibits photos and videos. At car factories and museums, photography is usually allowed, but there may be restrictions in certain production areas. Check the rules at the specific site before your visit.

When is the best time to visit a chocolate factory?

Chocolate production facilities operate year-round, but there are more groups on weekends. Choose a weekday morning: workshops and tastings will be calmer.

In short: what's worth booking

If you're short on time, pick one production site near the city where you already are. Car enthusiasts will enjoy BMW and Ferrari, families with kids Cadbury World and LEGO House, aviation fans Airbus in Hamburg.

If you have half a day in Munich: book a morning slot at the BMW Museum. If you're traveling with kids to Billund: buy LEGO House tickets in advance, it's closed for almost all of January. If you want chocolate: put Cadbury World or Ritter Sport on your plan for a weekday.

Booking ahead online is easier: tours and tickets on GetYourGuide.

Industrial tourism: 7 plants and factories that offer tours