As Destinations reach a more mature stage in the tourism life cycle, more sophisticated niche tourism products are developed by planners aiming to retain market share.
Genealogy tourism, also known as “ancestry” and “roots” tourism, is one such product which falls under the umbrella of culture and heritage tourism, and travel-aimed at visiting birthplaces of one’s ancestors and getting acquainted with distant relatives. It is generally considered as a viable option for tourism product diversification.
In some countries, such as in the UK and Europe, genealogy has developed into a major hobby. The great surge in the US started in the 1930s, increased after World War II and intensified significantly after the publication of Roots by Alex Haley in 1976.
The southern states of the US continue to attract a significant number of domestic tourists tracing family ties. Many specialty small businesses and research consultancies have developed as a consequence of the demand for genealogy tourism.
Research in the US has found that genealogy holidays are taken by enthusiasts aged 55 – 75 and over with comparatively high disposable incomes. This group travels as couples or with friends in small groups of ten or more and spends an average of nine days. This group is likely to enjoy non-strenuous adventure activities, visiting fairs, festivals, art galleries and cultural events.
African governments seized the opportunity created by the influx of visitors following the airing of the series Roots in North America to attract diasporic Africans. The Ministry of Tourism in Ghana, for example, identified African Americans as a primary target market.
Though it wasn’t possible to trace their genealogical links to a particular village or nation, many “roots” tourists did establish such connection through research and phenotypic similarities with the assistance of locals.
Ireland is recognized as one of the world’s best practices in terms of developing genealogy tourism. Irish Genealogy Ltd (IGL) is the umbrella body for genealogy in Ireland and collaborates with numerous organisations in the genealogy sector and the Irish Tourism Board, to develop the capacity to boost roots tourism in Northern Ireland.
This organization manages the Irish genealogical project which, to date, has computerized civil records of births, marriages and deaths which are made available through a network of 34 designated country-based genealogy centres. To date over 11 million family history records have been computerized.
The genealogy tourism model is a hidden gem yet to be discovered by the vast majority of countries. Too often the response to declining tourism by destinations experiencing tourism stress is to increase efforts and expenditure on marketing. Usually, this is marginally successful.
This trend can be reversed over time by embracing the innovation process and developing new tourism products such as genealogy tourism, but innovation can only be effective if the product is carefully researched, planned and designed.
Developing new genealogy/roots tourism products is not without challenges. A number of issues must be addressed before the full potential of roots tourism can be exploited.
Both national tourism organisations and the private tourism sector must recognize the potential of the roots tourism market.
A suite of micro-products will need to be developed, including a fully computerized genealogical service and a network of supporting institutions to develop and sustain the product.
One member state of the Association of Caribbean States demonstrates significant potential for developing genealogy tourism. Between 1850 and 1904, Panama experienced three migratory waves from the Caribbean for railway and Canal works. Workers came from Jamaica, Barbados, Martinique, Trinidad and St Lucia.
The Afro-Caribbean community in Panama is one which strives to maintain its Caribbean identity and has access to a wealth of information and records to support genealogy tourism initiatives. Anguilla too is well placed to explore this tourism niche. Several initiatives over the years including those of the Mormon Church, and individual researchers, have produced a wealth of information and family records in Anguilla.
The newly established Anguilla Genealogical Society founded by Timothy Hodge an avid ancestry tracker, is already receiving numerous requests from Anguillians at home and abroad. There are small business opportunities to promote and support family reunions and newcomers to Anguilla which are yet to be fully explored.
