StillChallengesRemain As Tourism Rebounds,

Heritage tours and festivals are again drawing big crowds, but operators must adjust to a different world post-2020

BY JASON PAHA

Historical attractions are popular tour choices as the global heritage tourism market revenue is expected to reach $657 billion by the end of this year.

As the negative effects of the pandemic fade further into the distance of life’s rearview mirror, each day brings a newer sense of normalcy.

The tourism market, as an example, sees stronger numbers with each passing month as travelers continue to return to the roads and skies in droves.

Two markets in particular: History and heritage tours and festivals, are seeing attendance significantly growing after being essentially shuttered in 2020. Still, while operators are basking in the glow of increased business, they are facing challenges that didn’t necessarily exist prior to 2020.

History and Heritage Tours

According to the latest findings of Future Market Insights, a provider of market intelligence, the global heritage tourism market revenue is expected to reach $657 billion by the end of 2023. This is a considerable uptick from the conclusion of 2021 when the market size was valued at $557 billion. The longterm outlook says the heritage tourism market is estimated to grow to around $1.3 trillion by 2033.

“We are so busy because people really want to travel again,” said Michelle Pino, founder and owner of Northeast Unlimited Tours. “We went 15 months with no business. We were lucky enough to start June of 2021 and it’s been nonstop ever since.

“In terms specific to COVID and the industry as a whole, the suppliers have really upped their level of cleanliness,” Pino added. “We are finding hotels taking on a new approach and attention to cleanliness than perhaps before. In terms of COVID, I’m finding the traveler isn’t as hypersensitive toward the virus itself. Everyone now just wants so badly to travel and to get out there that we’re busier than we’ve ever been.”

Historical or heritage tourism is important to the tourism industry because travelers often merge their appreciation of historical sites with other tourism staples like shopping, restaurants, attractions and resort stays. Destinations that claim a rich heritage tend to draw considerable tourism dollars.

“Among our customers, historically significant sites and tours are typically given a higher priority than more modern tours,” said Mitchell Jensen of Travel with Friends. “Given that our customers are mostly interested in bringing color to what they have read or heard, on-site experiences with historically significant places are a big selling point. Many of our customers are excited to see places like Beit She’an, The Old City of Jerusalem and the Temple Mount as well as Petra in Jordan, and the Great Pyramids in Egypt.”

Overcoming Obstacles

While increased tourism is, of course, superb news, the industry’s infrastructure hasn’t been able to fully keep up with the renewed demand. Worker shortages and supply-chain struggles have been widely reported and operators are finding staffing shortages are hindering the number of days their tours can visit certain stops. Operators are coping with these obstacles by adding flexibility and individual choice within their itineraries.

“The challenges we are facing are with our vendors. Asking our travelers to be flexible,” Pino added. “Moving into 2023, we are still seeing restaurant staff shortages and some attractions we deal with are still choosing to close down a couple of days per week when they used to be open seven days a week. I think the staff shortages are across the board and it’s a ripple effect. Even hotels are still having staff shortages. As far as we are with tour operators, we expect hotel rooms to freshen up a room each day, but some hotels still can’t provide that. As a result, we need to make changes to our itineraries.”

“The biggest problem now is getting an answer from vendors,” said Suzanne Slavitter owner of Sports Empire Inc. “Getting a hotel to return the call. They are just too busy. It used to be much easier to get an answer. That’s probably the biggest change since COVID is service. You are paying more money for less service.”

“I’ve been hearing from hundreds of tour operators I work with that drastically increasing costs are changing how they do business,” said Mitch Bach, co-founder of TripSchool. “From increased operational costs such as vehicle fuel to the increases in everything from restaurant meals to museum entrances, operators are watching their bottom lines get squeezed. As a result they’re trying to increase their tour prices during a time when customers are increasingly price-sensitive.”

While much has changed with regard to prices and service since 2020, some operators also opted to alter the way they present their tours.

“The pandemic was an eye-opening experience for many tour operators and guides,” Bach added. “In particular, the murder of George Floyd and subsequent national reckoning was a major catalyst for many to re-examine the stories they were telling on their tours. Tour guides found that they hadn’t been telling the complete story of the historical sights they were visiting, and the full truth required digging deeper and re-working their tour’s content to include the often pivotal role of marginalized groups in the formation of the country and the sights they visit regularly.”

Festivals

On the festival front, music festivals have returned to pre-pandemic levels, proving to be a considerable boost for destinations relying on those events to stimulate their tourism recovery.

Meanwhile, events like the annual Rose Parade in Pasadena, California are also seeing optimistic figures. This year’s parade was themed “Turning the Corner,” and that appears to be the case as reports say this year’s parade featured significantly larger crowds than last year’s event. The parade presented 39 floats and 21 marching bands, which was essentially equal to the 2020 parade which took place before the pandemic swung into high gear. The 2021 parade was canceled because of the pandemic.

Still, problems persist when booking tours that lead to festivals and sporting events. Aside from the aforementioned staff shortages, the significant increase in prices have been difficult for operators and travelers to cope with. While some clients aren’t concerned with rising prices, operators say the higher prices have led some travelers to delay or scale down their travel.

“Some festivals are limiting capacities and some are running on reduced hours,” said Jim Warren, director of business development, USA, of Anderson Vacations. “This may be more a result of challenges getting enough people to work rather than direct COVID-related issues.

“One of the biggest new challenges is trying to predict what health-related conditions will exist when the event actually occurs,” Warren said. “Will we need to wear masks? Will capacities be restricted?”

As operators navigate these challenging waters, they can take solace in the fact that, barring another pandemic, the festival market will continue to grow.

The most recent data presented by Festicket and Event Genius, companies that joined forces in 2019 and worked with hundreds of festivals, revealed the post-pandemic recovery for the live events industry has been booming. The company said fans are spending almost three times more on event tickets than they were pre-pandemic. Along those lines, the Annual ICE Report estimates event-related costs will increase by 83 percent in 2023. This is a bad news, good news scenario in that it is partially based on inflation but is also a sign of returned confidence in event planning.

The crowds have returned. Normalcy grows ever closer.

Every History Buff Should Visit

Historical places provide insight into our cultural fabric, how it was woven and from whose yarn it was made at these monumental

JAMESTOWN SETTLEMENT HISTORY Williamsburg, VA

A fascinating historical American destination is Jamestown, Virginia, where the first permanent English settlement in North America was established. Thirteen years prior to the Pilgrims’ landing at Plymouth Rock in Massachusetts, 104 Englishmen made it to Jamestown in 1607 after a treacherous sixteenmonth-long high seas voyage.

Explore a living museum at the Jamestown Settlement, where 17thcentury Virginia heritage comes to life. Take guided tours and hear stories from knowledgeable interpreters on the significance of Jamestown and the difficulties between colonists and Native Americans. Take part in interactive exhibits and life-size replicas of the three ships that carried the colony overseas.

ELLIS ISLAND New York, NY

In the late 19th century, the United States became the epicenter of the largest mass human migration in the history of the world. Immigrants from Northern European countries and elsewhere flocked to America to escape religious persecution, political unrest and financial instability.

By 1890, Manhattan was overwhelmed by the massive surge of people, creating the need for a new facility. In 1892, Ellis Island recorded the first family from Ireland to come into America through the new station. Over the next 62 years, they would process more than 12 million immigrants. View the preserved melting pot history of our national identity through artifacts, stories and essential collections at this American destination.

COLONIAL WILLIAMSBURG Williamsburg, Virginia

Sitting on 301 acres with 500 public buildings, homes, stores and taverns restored to their original appearances, Colonial Williamsburg revives the spirit of life from the 18th century. More than just a city, Colonial Williamsburg is a recreation of life as it was during some of the most formative years of our nation’s history. Stories of brave individuals and groundbreaking events are recalled through guided and self-guided visits to Colonial Williamsburg, which help paint a vivid picture of this period in history. There are more than 50 sites to visit within the city which include merchant shops, government buildings and religious sites. Among Colonial Williamsburg’s many attractions is the Bruton Parish Church, an Episcopal church that was established in 1674, making it one of the oldest Episcopal churches in America. The building was designated a National Historic Landmark in 1970 and is a well-preserved early example of colonial religious architecture.

NATIONAL MUSEUM OF THE AMERICAN INDIAN Washington, D.C.

The museum operates three facilities in D.C., Maryland and New York City and is a component of the Smithsonian Institution. At the National Museum of the American Indian (NMAI) in Washington, step into a multifaceted world full of fascinating culture, artifacts, photographs, media and more.

View one of the most extensive collections of Native American history in the world and explore the heritage of Indigenous peoples. Visit Nation to Nation: Treaties Between the United States and American Indian Nations to understand the prolific impact Native American diplomats and leaders had on the relationship between Indian nations and the U.S.

Kennedy Space Center

Cape Canaveral, FL History encompasses many aspects of human existence. The Kennedy Space Center (KSC) in Cape Canaveral, Florida, highlights decades of innovative technological advances by NASA and their discoveries.

The KSC offers a gamut of spacethemed attractions for early space travel pioneers and wonders of the universe. Interact with real astronauts in the Universe Theater or explore NASA’s operational facilities on a KSC Bus Tour.

Discover Apollo mission artifacts like Alan Shepard’s space suit still covered in Moondust. Feel the rush on the immersive Shuttle Launch Experience. With more than 30 space attractions, the opportunities are endless at a truly out-of-this-world American destination.

THE ALAMO San Antonio, TX

The Alamo, known for being the site of the historic battle for Texas’ independence from Mexico, was originally a Catholic mission founded in 1716 to aid in the Christianizing of American Indians. Then, after being abandoned at the turn of the century, the disheveled edifice would sporadically be used as a refuge by Spanish troops. To help showcase its 300-year history, the Alamo just opened the new Ralston Family Collections Center, a exhibition space with more than 500 artifacts including items donated from musician Phil Collins’ private collection. Upcoming is the Alamo Visitor Center and Museum, estimated to launch in 2026, which will include a 4D theater, event space, restaurant and more.

American Historic Destinations

ALCATRAZ San Francisco, CA

Located off the coast of San Francisco, is a museum full of haunted history. The island offers insight into the treatment of incarcerated individuals and Native American civil rights. Alcatraz served many purposes, including the site of California’s first lighthouse, an army garrison in 1859 and a military prison in 1861.

During the 20th century, the federal prison housed some of the most deranged criminals in the country, including the legendary Al Capone and George “Machine Gun” Kelly.

Today, visitors can take a ferry and explore the dark history of the prison. Visitors can also learn about the 1969 occupation of Alcatraz by the Indians of All Tribes, which lasted a whopping 19 months.

MOUNT RUSHMORE NATIONAL MEMORIAL Black Hills, SD

History is carved in stone at one of the most impressive American destinations with historical significance. Mount Rushmore National Memorial, etched into the Black Hills of South Dakota, is a jawdropping example of American pride and patriotism.

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GETTYSBURG BATTLEFIELD Gettysburg, PA

The turning point in the Civil War occurred at the Battle of Gettysburg in July 1863. Three days of intense fighting between the Confederate and Union armies cost more than 51,000 lives. Today, the battlegrounds are considered one of the most haunted

7 9 10 places in the world, an American destination fit for haunted history buffs.

Absorb the dramatic scenery of the historical faces of George Washington, Thomas Jefferson, Theodore Roosevelt and Abraham Lincoln along the Presidential Trail. Expansive photo-op views await through pine forests and granite outcroppings. Along the trail, stop at the Lakota, Nakota and Dakota Heritage Village, highlighting the many traditions and customs of local Native American tribes.

Battlefield Bus and Car Tours offer unique battlefield tours exploring the Gettysburg National Military Park. The 6,000-acre hallowed grounds feature 1,300 monuments, markers and memorials dedicated to the soldiers and their efforts.

NATIONAL CIVIL RIGHTS MUSEUM Memphis, TN

A pivotal moment in American history was the violent civil upheaval in the nation’s protest for fundamental human rights. The National Civil Rights Museum in Memphis, Tennessee, captures centuries of prejudicial turmoil African Americans endured in the US and worldwide.

This groundbreaking American destination touches hearts and leaves an unforgettable impression. Learn about the Atlantic Slave Trade and look into early slavery and its global impacts. The black community’s powerful voice is heard through oral histories of the Jim Crow era and the establishment of the “Separate but Equal” law. Become part of the legendary Montgomery Bus Boycott in 1955 on a replica bus complete with 3D statues as Dr. Martin Luther King Jr. speaks to the crowd on that first night of protest.