Heritage tourism captivates all kinds of history buffs, whether they trail music, muskets or milestones.
By Suzanne Oliver

Remember the old summer road trips in the wood-paneled station wagon, sweating your way across America en route to hallowed Indian mounds, antebellum plantations and deserted battlegrounds? The family field trips of yesteryear were brutal, but now you’re glad you saw Mount Rushmore and the Vietnam Memorial. Educational vacations are no less popular today than they were decades ago, but today there are more theme parks, waterparks, and food and wine tours competing for vacation dollars and time. But a new frugalism combined with the appeal of traveling closer to home is putting more groups on the road, revisiting the country’s monuments, national parks and heritage sites.

Johnson Farm on Anderson Island, Washington

The National Trust for Historic Preservation (NTHP) defines heritage tourism (or cultural heritage tourism) as “traveling to experience the places, artifacts and activities that authentically represent the stories and people of the past and present.” A heritage tour can be as simple as a small-town ghost walk or as complex as a cross-country trek of the Lewis and Clark Trail. And they’re especially popular along the East Coast, where the oldest parts of America  — the original 13 colonies — attract visitors.

In partnership with state, federal and tribal preservation programs, the National Register of Historic Places (NRHP) designates significant sites in various categories, including forts, theaters, parks, churches and lighthouses. To date, more than 80,000 listings are sprinkled across all 50 states, denoting an importance to the country’s history, architecture, archeology, engineering or culture. A simple bronze plaque marks some sites, while others inspire amusement parks.

“Heritage tourism is becoming a recognized niche in travel,” says Scott Gerloff, president and CEO of Heritage Travel, a subsidiary of the NTHP. For 40 years, the company has organized guided group tours, and its most popular destinations are Alaska, Chicago, Dallas and Maine, he says. “People are tired of the same old thing. They’re looking for a unique experience.” Specifically, he adds, they’re on the hunt for authenticity, character, hidden gems and fascinating storytellers. Tourists also are eager to share their fun finds through social media. Now you can scroll through your parent’s vacation pictures on Facebook rather than sitting through a fuzzy slideshow, he laughs.

Dallas’ Majestic Theatre

According to a study conducted last October for the U.S. Cultural and Heritage Tourism Marketing Council, 78 percent of all American travelers (118 million adults) participate in cultural and/or heritage activities while on vacation. That translates to $192 billion a year for the economy. The research also shows that these niche travelers take more trips, journey farther distances and spend more money ($994 per trip compared to the average $611) than typical travelers. They particularly enjoy visiting historic sites, art museums, festivals and restaurants. And while the largest sector is certainly baby boomers, people of all ages are interested in learning more about the nation’s traditions, triumphs and trials.

“I often say that heritage and cultural travelers represent the gold standard of our industry, because when they travel, they visit more venues, stay in hotels, eat, shop and leave important dollars in destinations they select,” says Jo Ann Haden-Miller, the director of cultural and heritage marketing for the Atlanta CVB. She’s also the co-chair for an annual conference hosted by the Cultural and Heritage Tourism Alliance, an organization open to anyone working in the travel industry. (The next conference is scheduled for January 2011 in Pasadena, Calif.)

Heritage tourism has been around for a long time, Haden-Miller says. It’s just been branded in the last 25 years or so, she adds, and is tremendously popular. “A destination’s heritage looks to the heart and soul of its history, people, food, diversity and more.” And that never gets old.

Tracking the trek

With so much history and so many notable sites spread throughout the country, it’s difficult to pick just one heritage travel itinerary from the thousands of possibilities. To help, the NTHP offers a number of ideas and resources on its website, including information on National Trust Tours and the heritage trips it organizes and operates. One of the advertised excursions is the “Chesapeake Bay Cruise Aboard American Star” (Chesapeake Bay is often called the “Cradle of American History”) with scheduled stops in Baltimore, Md., Colonial Williamsburg, Va., and Annapolis, Md. The site also highlights historically significant destinations such as hotels, artist studios and other protected American treasures. Travelers and tour operators can organize a trip through the NTHP or plan their own themed itineraries using the information on the site.

Denali National Park in Alaska

The NTHP site also connects to Gozaic, a resource for planners created by Heritage Travel. You can easily filter selections by geography and interest or merely browse through guided tours, suggested itineraries, upcoming events, recommendations, blogs and travel reviews. One of Gozaic’s featured itineraries explores the old, crooked side of Southwest Colorado in Telluride, Ouray and Durango where cowboys swaggered through saloons of the Old West, inciting duels with outlaws.

The NRHP also offers a list of 50 suggested itineraries for cities, social movements and technological advancements. Those interested in the American presidency, for example, can find a list of destinations separated by president. In Virginia, plan a path from Mount Vernon to Monticello to Montpelier. Mount Vernon, Heritage Travel’s Gerloff says, does a great job of presenting George Washington’s life beyond what’s always printed in history books. “Sometimes we just need to go a little deeper,” Gerloff says.

Another sample circuit from the NRHP caters to those awed by the courageous souls of the Underground Railroad. In Ohio, sites of interest include the home of Harriet Beecher Stowe, the antislavery author of “Uncle Tom’s Cabin,” and the village of Mt. Pleasant, a station on the railroad and a refuge for fugitive slaves.

Congress has named 27 National Heritage Areas that are worthwhile destinations for cultural travelers. These areas reveal exceptional pieces of our nation’s past, such as the National Aviation Heritage Area in Ohio, home of the Wright brothers and the birthplace of flying. Others include the Crossroads of the American Revolution in New Jersey and Freedom’s Frontier in Kansas.

Lessons learned from the past live on through legends and landscapes. For some people, travel isn’t just about a final destination; it’s about what they learn along the way. “It’s important for all of us to know what makes up our past, in order to mark what’s important today and how to build for our future,” Haden-Mill says.

Click on the following images for related sidebars:

Civil War Snapshots

Heritage Tourism Conference

Historic Hotspots