[WORLD] The second season of the TV show The White Lotus follows three generations of an American family who journey to Sicily, Italy to reconnect with their historical roots. Although their adventure goes horribly wrong at times, heritage tours like theirs have become big business.
The rise of heritage tourism isn’t just a trend—it’s part of a broader cultural shift toward identity exploration. In an increasingly globalized world, people are seeking deeper connections to their past, whether to understand migration patterns, cultural traditions, or even inherited traits. This curiosity has been amplified by the accessibility of DNA testing and digital archives, making it easier than ever to uncover hidden family histories.
Decades ago, Americans who wanted to travel to discover their ancestry had to rely on family stories, sift through dusty books, and, in many cases, trust their instincts. However, DNA-testing websites, online genealogical databases, and social media have made searches much easier, fostering a growing interest in heritage tourism.
Global heritage tourism is a about US$600 billion (RM2.66 trillion) sector that is predicted to increase by about 4% per year until 2030, according to Grand View Research's market estimate. TV shows like Who Do You Think You Are? and Finding Your Roots, which follow celebrities as they uncover their heritage, continue to inspire similar journeys.
Beyond entertainment, these shows highlight the emotional impact of heritage travel. Many participants discover unexpected family narratives—stories of resilience, migration, or even long-lost relatives—that reshape their sense of identity. This emotional payoff is a major driver behind the surge in genealogical tourism, with travelers often describing their trips as life-changing experiences rather than just vacations.
Not everyone embarks on a heritage vacation for the same reasons. Perhaps you'd like to meet live relatives and trade photos and stories. Perhaps you are looking for official documentation to gain dual citizenship. Or you may simply want to reconnect with a place where your family formerly lived.
Here are some suggestions for planning your own heritage trip.
Before you book your flight, consider reaching out to local historical societies or cultural organizations in your destination. Many towns maintain archives, oral history projects, or even volunteer-run genealogy groups that can provide insights you won’t find online. For example, small villages in Ireland and Italy often have dedicated historians who help diaspora visitors trace property records or church registries—sometimes leading to breakthroughs in family research.
Follow your DNA: Services like Ancestry.com, FamilyTreeDNA, MyHeritage and the struggling 23andMe use your genes to decode your family’s likely places of origin. Other DNA-testing websites cater to specific ethnic groups, like African Ancestry or Somos Ancestria, for Latino origins. The cost of the DNA test kits, which usually require a saliva sample, can vary from about US40(RM178)toUS40(RM178)toUS300 (RM1,334), depending on the company and how detailed you want your results to be.
Free online sleuthing: Birth, death, marriage and census records can help you narrow your search to specific places. Americans can dig into these sources through the US Census Bureau or the National Archives and Records Administration. If you don’t know where to start, FamilySearch is an easy-to-use, free website funded by the Church of Jesus Christ of Latter-Day Saints. (You don’t have to be a member of the church to use it.)
Find A Grave and Billion: Graves are vast databases documenting gravestone locations, which can help you locate family burial plots. If your ancestors served in the US military, organisations like Daughters of the American Revolution or the US World War I Centennial Commission can help guide your research.
For those with Indigenous or colonial ancestry, specialized resources can be invaluable. The National Archives of the United Kingdom, for instance, holds extensive records on British colonial subjects, while Native American genealogy often requires tribal enrollment documents or access to tribal archives. Similarly, descendants of enslaved individuals may find clues in plantation records, Freedmen’s Bureau files, or databases like the Trans-Atlantic Slave Trade Voyages project.
If you already know your family's nation of origin, look online for ancestry-related groups in those areas that can assist you find more specialized resources. For example, you can use the National Archives of Australia, the Association of Family History Societies of Wales, a database of Korean clans from Sungkyunkwan University in Seoul, or the Jamaican government's genealogy research tool.
Alternatively, you can research your religious background using websites such as IslamicFamilyTree or JewishGen.
Get Social
Start with your extended family: Inquire about family trees and past heritage tours. Then hit the social media. Join the discourse in Facebook groups dedicated to certain ethnic groups or locales, such as the South American Genealogy Research Community, Marshall County, Mississippi Genealogy, and the Finnish American Heritage Society of Maine.
You might even come across a group specialized to your surname; I found one for "Sims".
Consider hiring a pro: If you don't have the time or patience to complete the work yourself, you can hire an expert: The Association of Professional Genealogists provides a searchable database. Alternatively, you can hire a professional heritage travel planner to help you build an itinerary and, in certain cases, accompany you on your tour.
The amount you pay for expert help is determined by how much personal coaching you require. For example, ItalyMondo!, an agency that customizes Italian heritage trips, would conduct genealogy research and develop an itinerary for you to follow on your own for US2,000 (RM8,892).ButforUS2,000(RM8,892).However, for US$5,000 (RM22,230) to US$10,000 (RM44,456), you'll have a professional accompany you along the journey.
Other businesses, such as MyChinaRoots, use your study to identify significant places for a heritage trip. You can hire a heritage-trained guide to help you get the most out of your stay.
Record your journey: Upload any copies of historical images or papers to your device, and prepare some current photos of your own family. Digitize any film, audio, or video recordings you want to distribute utilizing services such as EverPresent, iMemories, or Legacybox. These could be useful conversation starters if you encounter a distant relative.
If you use a genealogy app, you can add images and explanatory notes from your journey directly into your online family tree. But also bring a notebook and tape to make a concrete souvenir.
Finally, consider recording your chats with relatives you uncover (but remember to obtain permission beforehand, as local regulations vary). You might just be establishing a vital record for the next generation of heritage travelers.
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