As we approach the 250th anniversary of the United States, there’s a unique opportunity knocking for the heritage tourism industry. More than ever, travelers are seeking out authentic, meaningful experiences that connect them with the past.
No matter where you sit in the tourism industry – museum, park, main street, heritage area, scenic byway, DMO – I encourage you to spend some time developing compelling products that appeal to heritage tourists.
Who Are Heritage Tourists?
Heritage tourists are those who travel to experience the places, stories, and cultures that define the history and identity of a region. They visit historic sites, explore museums, attend cultural performances, and immerse themselves in the traditions and practices that have shaped the communities they visit.
But heritage tourism isn’t just about visiting battlefields or old houses. It’s about understanding the full narrative of a place, from its natural landscapes and local food to its unique traditions and the diverse people who have shaped its history.
What Do We Know About Heritage Tourists?
So, who are these heritage tourists? Research consistently shows that heritage tourists are a well-educated and higher-spending group. They tend to be:
Older Adults (50+): Many heritage tourists are in mid-life or older, with more disposable income and a desire to connect with the past. However, the interest is growing among younger generations too, especially Millennials and Gen Z, who are drawn to authentic, off-the-beaten-path experiences.
Well-Educated: Heritage tourists are often college-educated and curious about history, culture, and the environment.
Affluent: This group tends to have higher-than-average incomes and is willing to spend more on unique, enriching experiences.
What Do Heritage Tourists Like to Do?
Heritage tourists are often looking for a mix of educational, cultural, and outdoor experiences. Some of their favorite activities include:
Visiting Historic Sites: This is the cornerstone of heritage tourism, whether it’s a famous battlefield, a national park, or a small-town Main Street with deep roots in the past.
Exploring Museums and Cultural Centers: Heritage tourists love learning through exhibits, guided tours, and interactive experiences that help them understand the significance of the places they visit.
Engaging in Local Traditions: From attending local festivals to trying traditional food or even participating in craft workshops, these travelers are hungry for hands-on experiences that connect them to the culture of a place.
Getting Outdoors: Scenic byways, heritage trails, and parks are all popular with heritage tourists, especially when they offer insights into the natural and historical landscape.
Why Heritage Tourists Matter Now—Especially for the 250th Anniversary
As we approach the 250th anniversary of the United States in 2026, heritage tourism is set to explode. Many organizations, communities, and states are already preparing special programming and events to celebrate this historic milestone. For travelers, this anniversary provides a powerful reason to explore more deeply the places that shaped the country.
For tourism professionals, the 250th anniversary presents an unparalleled opportunity to attract a new wave of visitors, many of whom will be seeking meaningful, heritage-based travel experiences.
The Bottom Line: Don’t Sleep on Heritage Tourists!
Heritage tourists aren’t just history buffs—they are curious, engaged travelers looking for experiences that enrich their understanding of the world. By catering to their interests, you can not only tap into a growing market but also enhance the cultural vitality of your destination.