The plantation homes of early American presidents are among the most consequential heritage sites within the United States for understanding tourism’s unrealized potential for confronting systemic racism. Traditionally characterized as “Founding Fathers,” George Washington, Thomas Jefferson, James Madison, and James Monroe operated plantations in Virginia. In this role, these men owned, purchased and sold hundreds of enslaved people of African descent thereby denying Black people the liberty and rights they proclaimed as “self-evident.” Their famous homes – Mount Vernon, Monticello, Montpelier, and Highland – have been transformed into national shrines where people go to learn American history and practice their national identity. Prior to the COVID-19 pandemic, these plantation museums together hosted more than 1.6 million visitors per year.
Final reports authored by TourismRESET research fellow Steve Hanna and his students delivered detailed results and recommendations to management at each site. In summary, the results indicate that the four museums continued to celebrate the contributions of the four presidents/enslavers to the development of the American nation while providing substantial opportunities for visitors to learn about the lives of Black people these men and their families portrayed. The roles of Washington, Jefferson, Madison, and Monroe in sustaining slavery and contributing to how systemic racism became embedded in America’s foundations were almost absent from the average visitor experience, however. There were some notable variations among the four sites. These as well as links to the final reports including the team’s recommendations can be found below:
James Monroe’s Highland
James Madison’s Montpelier
Thomas Jefferson’s Monticello
George Washington’s Mount Vernon