On October 20, a media delegation arrived in Yan’an, a revered revolutionary site that has witnessed the historic struggles of the Chinese revolution. This was part of an online thematic promotion event titled “Inheriting the Yan’an Spirit, Advancing in a Great Era.” The journey allowed us to witness the remarkable transformation of this revolutionary old district, where the spirit of Yan’an continues to thrive and foster a burgeoning “red economy.”

Inside the Yan’an Revolution Memorial Museum, a guide passionately shared stories of the revolution with the media team. As we walked through the museum, we encountered numerous exhibits that encapsulated the arduous journey of revolutionary pioneers. Among the visitors, one elderly gentleman, Guo Qinglin, stood out. At 72 years old, with gray hair and a bright red hat, his youthful energy was infectious. He traveled all the way from Shanxi Province to participate in these educational activities annually.

“Young people should observe how the older generation has persevered,” Guo advised. “They must learn about the struggles we faced and embrace the Yan’an spirit.” When asked what this spirit represented, he simply stated, “Hard work and perseverance!”

Interestingly, while Guo lingered near an exhibit featuring a “rifle and millet,” a first grader named Lan Haowen was nearby, attempting to interact with traditional newspapers displayed behind a glass case. A self-confessed “red culture enthusiast,” Lan’s father mentioned that she loved visiting various revolutionary sites, hoping that through these experiences, she would develop a deeper understanding of red culture. “I want to be a successor of communism when I grow up,” Lan declared with determination, “but first, I need to study hard.”

Many parents took advantage of the weekend to introduce their children to red culture. A young visitor, Hu Yucheng, shared how he was deeply moved by the hardships portrayed in the exhibits. “They fought tirelessly and wore tattered clothes. I want to help our country just like they did.” Hu’s mother expressed her hope that this visit would help her daughter appreciate their current happy life.

Sulina, a guide at the memorial, emphasized the significance of such red cultural tourism for the youth. “Through visiting the museum, children not only learn about revolutionary history but also cultivate a sense of patriotism within themselves. They grasp the exceptional spirit and noble qualities of revolutionary ancestors and begin to understand their own responsibilities as the new generation.”

Visitors often leave the museum feeling reinvigorated and inspired. Many express that the Yan’an Revolution Memorial Museum rekindles their confidence and provides strength to face challenges, reminding them of the courageous deeds and revolutionary spirit of past generations.

As for the museum itself, it has continually adapted to the times since it opened on July 1, 1950. Over the last 74 years, it has remained a popular destination, attracting thousands of visitors seeking a “pilgrimage” experience in this revolutionary atmosphere. During the 2024 National Day holiday, the museum hosted around 170,000 visitors, with daily attendance averaging 6,000 to 7,000. Last year, the total number of visitors surpassed 3 million.

With its diverse crowd, the memorial not only attracts domestic tourists, including government groups and youth study tours, but also many international friends. This blend of visitors showcases the unique cultural appeal of the museum while preserving the essence of its revolutionary heritage.

In light of the growing red tourism market, innovation has become essential. The memorial has embraced new technologies, such as multimedia and VR, to enhance visitor experience. From sculptures depicting the Long March in Shaanxi to dynamic portrayals of historical events like the Yan’an Forum on Literature and Art, the museum puts forth a fresh and engaging face to all who enter.

To engage younger audiences, the museum introduced 13 animated courses that share touching stories behind revolutionary artifacts, allowing children to explore history in a fun and enjoyable manner. Furthermore, it has been proactive in establishing connections with schools by inviting youth groups to participate in special lectures and hosting a selection of skilled guides who visit schools to facilitate education on party history.

Additionally, the development of creative products plays a crucial role in this transformation. From trendy items featuring star patterns to charming refrigerator magnets and postcards, the gift shop offers an array of “red culture” merchandise that appeals predominantly to young shoppers. According to staff member Liu Yun, refrigerator magnets are particularly popular among young visitors, who eagerly purchase them not just for themselves, but also as gifts for friends and family.

Interestingly, the shop also has an engaging stamp collection area where numerous young visitors excitedly mark their memories. Designed to replicate historical revolutionary sites such as the Yangjialing and Zaoyuan, these stamps offer rich stories behind each landmark, making red culture come alive in a fun and interactive way.

“By continually innovating and producing merchandise that resonates with the younger generation’s tastes and needs, the museum successfully combines the essence of red culture with contemporary trends,” Sulina remarked.

As the Yan’an region accelerates its development of red culture tourism, artistic endeavors also play a significant role. On the evening of October 20, the media group attended a performance of the large-scale historical play “Yan’an Nursery.” The story recounted the journey of a Red Army female soldier holding a baby during the 1930s, who entrusted her child to a comrade as they traversed difficulties to arrive at the safe haven of Yan’an Nursery.

Grounded in true history, the “Yan’an Nursery” was established in 1938 to care for war orphans and children of revolutionaries amidst the ongoing conflict. Over 10 years, it provided refuge and nurture for over 5,000 children, creating a safe haven even amid chaos.

The performance has been a staple for over a decade, enabling countless party members, students, and tourists to experience revolutionary history while learning and cultivating the Yan’an spirit.

Clearly, to develop red culture sustainably, it is paramount to systematically excavate and organize red resources, optimize their use in tourism, and innovate tourism methods. With dozens of revolutionary sites and museums, Yan’an has witnessed an influx of visitors, attracting a remarkable 17.27 million in the first half of this year alone.

To harness these rich resources, Yan’an has actively pursued new pathways for integrating red culture with tourism, enhancing its offerings, and enriching the overall visitor experience. Whether it’s the inviting aroma from local breweries, traditional snacks, street performances narrating the past, or walking along historic routes—this seamless blend of experiences has effectively attracted tourists while also elevating the local economy.

As the allure of red tourism flourishes, the locals benefit too, illustrating how “red culture” has evolved into a “golden brand.” Historically, “Going to Yan’an” was a rousing battle cry during wartime; today, the land once traversed by brave soldiers strides firmly towards quality development.