The rise-and-grind era is losing steam—and millennials are leading the movement to replace it with something richer: rest with roots.
Across the travel industry, a growing number of millennial professionals—particularly Black millennials—are trading all-inclusive resorts and packed itineraries for what’s known as heritage tourism: culturally immersive experiences that honor ancestry, tell historical truths, and allow travelers to reconnect with identity while recovering from burnout.
“I think people are just tired of performative rest,” Jamari A. Douglas, VP of Marketing for the Bermuda Tourism Authority told me. “They want travel that actually replenishes them—emotionally, spiritually, and culturally.”
Douglas recently oversaw Bermuda’s promotion of Cup Match, the island’s beloved annual cricket rivalry between Somerset and St. George’s. But it’s far more than a sporting event. The two-day celebration also marks Emancipation Day and Mary Prince Day, honoring the end of slavery and one of Bermuda’s most powerful abolitionists.
“During Cup Match week, nobody’s checking emails. We call it ‘calling in Black.’ You’re with your family, you’re on the water, you’re remembering where you come from,” Douglas said. “And yes, you’re partying—but it’s grounded in something bigger.”
Data suggests that kind of culturally resonant experience is becoming increasingly attractive to millennials, now aged roughly 29 to 43, who entered the workforce during economic upheaval and are now pushing back against the productivity-over-people ethos that defined their early careers.
According to a 2024 report by the Grand View Research, 56% of all travel centered on cultural heritage. Millennials were one of the key drivers of that shift; that same report points out that 60% of Millennials they polled prioritize an authentic cultural experience when they travel.
“People want travel that actually replenishes them—emotionally, spiritually, and culturally,” said Jamari A. Douglas, vice president of marketing, PR, and communications at the Bermuda Tourism Authority. “It’s always been about rest. It’s always been about taking a break.”
Douglas spoke with me just after Bermuda’s Cup Match, a beloved annual celebration that honors both Emancipation Day and Mary Prince Day, named after the Bermudian abolitionist whose writing helped fuel the British anti-slavery movement. Though the occasion centers around a spirited cricket match between Somerset and St. George’s, its cultural and emotional weight is what draws locals and diaspora travelers back year after year.
“There are very few places where you’ll see people of all races celebrating emancipation in one space,” Douglas said. “That’s what makes Cup Match so powerful.”
For professionals navigating increasing demands and digital overload, that intentional pause resonates.
A Shift in Values, Reflected in Travel
Research backs the trend. Findings from a 2024 Skyscanner trend report suggests that younger travelers now prioritize experiences that connect them to history or ancestry over more traditional vacation models.
That’s showing up in Bermuda’s numbers. As of Q1 2025, the island saw a 10.6% year-over-year increase in leisure arrivals, according to Tourism Minister Owen Darrell. Canadian travelers—many of whom fall within the millennial demographic—rose 31%, buoyed by new airlift from Toronto, Montreal, and Halifax.
“We’re happy to see that travelers in those markets are seeking new destinations, and they’re choosing Bermuda,” Darrell told TravelPulse.
A Break That Means Something
Bermuda’s Cup Match illustrates how legacy-rich destinations are drawing younger visitors not just for vacation, but for something deeper.
“When you arrive, everybody’s relaxed,” Douglas said. “Nobody should be at work [the entire time]. The entire island takes that break. And that energy of camaraderie, of love, it leads into other experiences people have here throughout the year.”
While exact economic data on Cup Match is still being compiled, the local impact is visible: full hotels, packed restaurants, increased demand for taxis, and hospitality workers earning holiday pay. “There is an economic boost, for sure,” Douglas confirmed. “The money moves. Flights are full. The hotel rates go up. It’s a real moment.”
This mirrors broader travel industry trends. A 2023 report from the Global Wellness Institute found that trips with cultural or wellness components command more than more traditional trips.
In other words: heritage travel doesn’t just heals, and pays.
“This isn’t just about fun. It’s about honoring where you come from,” Douglas said. “It’s joy with meaning. And that’s what people are looking for right now.”