The world of heritage tourism doesn’t exist in a vacuum. Travelers looking for meaningful experiences don’t just visit a museum, drive a scenic byway, or explore a historic district in isolation—they engage with entire destinations, blending history, culture, nature, and local flavors.
That’s why my approach to heritage tourism trends is holistic. I look beyond the traditional tourism sector to explore insights from museums, placemaking, Main Streets, parks, and cultural institutions. By weaving together these perspectives, we can better understand what travelers seek in 2025 and how destinations can collaborate to meet these expectations.
From my research, some key trends are emerging across multiple sectors. Whether you manage a museum, work in a destination marketing organization (DMO), or oversee a scenic byway, these trends can help you plan for the year ahead.
Common Travel Trends for 2025 & How to Apply Them
1. Travelers Want More Personalized and Interactive Experiences
What’s Happening?
Across museums, tourism, and placemaking, there’s a strong push toward experiences that are customized and participatory. Visitors want more than passive observation—they seek interactive exhibits, hands-on workshops, and self-guided adventures that allow them to explore at their own pace. Technology, such as AI-driven recommendations and immersive storytelling, is playing a bigger role in shaping personalized travel experiences.
How Museums Can Use This Trend:
Develop “choose your own adventure” style exhibits where visitors make decisions that shape their experience.
Offer behind-the-scenes or specialty tours based on visitor interests (e.g., architecture-focused tours, curator-led discussions).
Offer workshops where visitors can learn a new skill, like weaving, blacksmithing, painting, or pottery.
How DMOs Can Use This Trend:
Create trip-planning tools that suggest customized itineraries based on visitor preferences.
Offer digital passes that bundle niche experiences (e.g., foodie history tours, haunted history trails).
Partner with local influencers to showcase hyper-personalized ways to experience a destination.
How Byways Can Use This Trend:
Develop themed driving routes based on visitor interests (e.g., a women’s history trail, Black heritage road trip, or food-focused scenic route).
Offer digital storytelling tools that allow travelers to interact with sites along the byway through QR codes or apps.
2. Sustainability and Regenerative Tourism Are No Longer Optional
What’s Happening?
Sustainable travel has been a buzzword for years, but in 2025, the conversation has shifted toward regenerative tourism—ensuring that tourism actively benefits the communities and environments it touches. Travelers are increasingly aware of their impact and prefer destinations that prioritize conservation, cultural preservation, and community well-being.
How Museums Can Use This Trend:
Focus on eco-friendly exhibit designs and green museum practices.
Partner with local artisans and businesses to keep tourism dollars in the community.
Educate visitors on your local conservation and sustainability efforts, whether that is recycling or improving your museum's efficiency.
How DMOs Can Use This Trend:
Promote “slow travel” by encouraging longer stays that immerse visitors in local culture.
Develop campaigns highlighting lesser-visited sites to reduce over-tourism.
Partner with businesses that focus on responsible tourism, such as farm-to-table restaurants or eco-friendly lodging.
How Byways Can Use This Trend:
Implement green infrastructure along byways, such as EV charging stations and bike-friendly routes.
Highlight sustainable local businesses and farm experiences along the route.
Encourage stewardship programs where travelers can participate in conservation efforts.
3. Multi-Generational and Experiential Travel on the Rise
What’s Happening?
Families aren’t just looking for kid-friendly attractions; they want experiences that appeal to grandparents, parents, and children alike. Travel experiences that foster intergenerational connections—whether through storytelling, hands-on activities, or shared exploration—are gaining traction.
How Museums Can Use This Trend:
Create programs that engage multiple generations, like “grandparent and grandchild” workshops.
Offer interactive storytelling tours that encourage older generations to share their memories.
Provide accessibility features that make exhibits more inclusive for all ages.
How DMOs Can Use This Trend:
Promote destinations as family-friendly, with itineraries designed for multi-generational travelers.
Highlight accommodations and restaurants that cater to all age groups.
Encourage group-friendly activities like guided historical reenactments or heritage craft classes.
How Byways Can Use This Trend:
Develop family-friendly road trip guides that include kid-friendly stops, scenic picnic areas, and storytelling activities.
Offer audio guides with content tailored to different age groups (e.g., historical stories for adults, fun trivia for kids).
4. Commemoration & Storytelling Leading Up to America’s 250th Anniversary
What’s Happening?
With the 250th anniversary of the United States in 2026, travelers are increasingly interested in historical narratives that are inclusive and community-driven. There’s a growing demand for untold stories—especially those of underrepresented communities—and a push to rethink how we commemorate history.
How Museums Can Use This Trend:
Develop special exhibits and programs focused on lesser-known historical narratives.
Partner with local communities to ensure diverse voices are represented.
Use digital storytelling tools to make history feel personal and relevant.
How DMOs Can Use This Trend:
Create itineraries focused on 250th anniversary sites and themes, incorporating local perspectives.
Work with content creators to showcase modern connections to historical events.
Encourage “living history” events that engage travelers in the storytelling process.
How Byways Can Use This Trend:
Highlight historic routes that played key roles in American history.
Incorporate voices from Indigenous, Black, and immigrant communities into byway storytelling efforts.
Develop road trip guides that help travelers engage with 250th anniversary events across multiple states.
Bringing It All Together
These trends aren’t isolated—they overlap and reinforce each other. A successful 2025 strategy for heritage tourism means embracing personalization, sustainability, intergenerational appeal, and the power of storytelling. It also means looking beyond your specific niche and collaborating across sectors.
Heritage travelers aren’t just museum-goers, history buffs, or scenic byway explorers. They are people looking for meaningful, immersive experiences that connect them to the past while engaging with the present. As we prepare for 2026 and beyond, let’s work together to make heritage tourism a central part of the travel industry’s future.