You could make a macro like this:
<#macro includeAsJsonString templateName>
<#local captured><#include templateName></#local>
${captured?json_string}<#t>
</#macro>
and then you do this:
{
"xml" : "<@includeAsJsonString 'xml.ftl' />"
}
(Of course, you don't have to create a macro for this, but I think that's more reusable.)