Bridging the Generations: Engaging Gen Z with Britain’s Heritage
History has recently seen a boom in modern media. From Bridgerton, Peaky Blinders, House of Guinness to TikTok accounts blowing up, YouTube channels and podcasts rapidly growing, and video games exploring historical worlds. There seems to be a great interest in history among the users of these platforms. Gen Z, in particular, has found creative and modern ways to connect with the past. Their appetite for stories, culture, and identity is, evidently, very strong.
Yet, despite this clear enthusiasm, Britain’s historic houses and heritage sites still struggle to bring younger visitors through their doors. The recently published ‘Keeping History Alive’ report by Historic Houses explores why that gap exists - and, crucially, how it can be bridged.
In essence, the report asks an important question: how can we ensure that the next generation not only values heritage, but actively participates in preserving it? The answers reveal that Gen Z isn’t disinterested in history - they’re simply encountering obstacles that make engagement more difficult than it should be.
The Barriers: Getting There, and Paying for It
The report reveals an interesting perspective: the the biggest obstacles facing young visitors are not emotional, but practical. A striking 73% of 16–24-year-olds surveyed said that simply getting to heritage sites was their main challenge. Many historic houses are nestled in rural landscapes, miles from the nearest station or bus stop. For those without cars, especially students or city-based young professionals, the journey can feel almost impossible. One student described the frustration of wanting to visit a stately home only to find that 'the nearest bus stop was four miles away and the taxis cost more than the ticket.’
Even for those who can reach them, cost remains a major factor. 58% of respondents cited high entry fees as a deterrent. For a generation navigating student loans, housing costs, and economic uncertainty, a £20 entry ticket feels like a luxury rather than an afternoon activity. However, the findings also offer a ray of hope: nearly half of respondents said they’d pay up to £10 for entry, and a further quarter would stretch to £15 - if the experience felt worthwhile. They want to feel that their money is buying more than just a walk around old rooms; it’s buying an experience, a story, and an opportunity to engage with culture and be impacted.
Affordable 'young visitor' schemes, similar to cinema or theatre discounts, could transform perceptions. Concession tickets for 16–25s, or student memberships offering repeat visits, signal that heritage sites want younger guests. Some European countries already offer 'under 30' cultural passes. This could be something easily implemented at most, if not all, heritage sites.
Making History Come Alive
When Gen Z does engage with heritage, they want experiences, not just exhibits. They crave authenticity, human connection, and the feeling of being part of something real. The report found strong enthusiasm for behind-the-scenes tours, hands-on conservation workshops, and immersive events. Many said they’d gladly pay a little extra for exclusive access or the chance to learn practical heritage skills. As one participant put it, 'Behind-the-scenes stuff is fascinating - it makes you realise how much effort it takes to keep these places alive.'
This generation also values creativity and the unexpected. Heritage sites that pair history with music, food, art, or performance - such as festivals, themed exhibitions, or seasonal markets - tend to draw them in. For many, these events are entry points: they might first come for a food fair, a Christmas market, or a summer concert, but leave with a newfound curiosity about the site’s history and its people. Themed events like historical reenactments, candlelit tours, or workshops in traditional crafts can turn a casual visit into a formative experience.
Interestingly, despite assumptions that Gen Z wants everything digital, the opposite is often true. Many respondents said they saw heritage visits as a chance to unplug. They didn’t want to scan QR codes or download another app - they wanted to slow down, listen to a passionate guide, and experience the atmosphere of the place. For them, the real 'heritage experience' lies in presence and connection. Several participants even noted that heritage sites offer something increasingly rare in modern life: silence, stillness, and reflection.
Storytelling that Resonates
If there’s one thing this generation values, it’s storytelling. Gen Z visitors don’t want to see history as a static display of objects - they want to feel it. They’re drawn to human stories: the lives of servants, artists, reformers, and families who shaped a place’s identity. They want to see the grand and the humble, the celebrated and the forgotten, side by side. They want history that acknowledges complexity, contradiction, and change.
The report highlights that young people appreciate interpretation focused on lived experience - how people worked, ate, dreamed, and struggled within those walls. They want heritage sites to explore broader themes such as gender, class, empire, and identity - not as political statements, but as human realities. When a site acknowledges its colonial ties or tells stories of overlooked individuals, it builds trust and curiosity. It invites visitors to think, reflect, and connect emotionally. A narrative that includes multiple perspectives doesn’t divide visitors - it enriches them.
One participant put it plainly: 'I don’t want history sanitised or simplified - I want to understand it.' For Gen Z, honesty is far more engaging than perfection. They don’t expect heritage sites to apologise for the past, but they do want them to acknowledge it, research it, and present it meaningfully. Even something as simple as an exhibit noting where wealth came from, or how a site’s role evolved over centuries, can transform the visitor experience from passive observation to active learning. Sanitising history has done more damage than we might realise, and, finally, it has reached its demise.
Social Media: Meeting Gen Z Where They Are
Of course, before young people visit a heritage site, they often discover it online. Social media is one of the most powerful storytelling tools available - but it must be used wisely. The report notes that while 89% of the UK population uses social media, younger audiences can instantly detect when a brand or institution is being inauthentic. Mimicking trends or memes rarely works. Instead, heritage sites should focus on genuine, creative content that captures their unique voice and values.
The most successful examples - like the Black Country Living Museum, the Museum of English Rural Life, and Hever Castle - blend education with personality. They show the human side of heritage: curators sharing their favourite artefacts, gardeners explaining how they care for historic grounds, or behind-the-scenes footage of restoration projects. These accounts feel alive, approachable, and real. They’re not trying to 'be cool' - they’re telling stories. They invite their followers into the ongoing life of a place.
For Gen Z, humour and relatability matter. They enjoy seeing content that’s visually aesthetic, surprising, or a little quirky - something that feels fresh without being forced. As one young participant explained, 'Sometimes I feel as though heritage sites are asking me to meet them where they’re at… when really, they need to meet me where I’m at.' In other words, engagement isn’t about broadcasting - it’s about conversation. It’s about listening as much as talking.
Heritage organisations might consider partnering with popular content creators who already have trust with younger audiences. Collaborations can bring heritage into the digital spaces where Gen Z already feels at home - Instagram, TikTok, or YouTube - but in ways that feel organic and educational rather than promotional.
A Generation Ready to Engage
Despite the challenges, the findings of Keeping History Alive are deeply hopeful. Young people care about history - they just want to experience it in ways that feel authentic, inclusive, and meaningful. They’re thoughtful, curious, and socially aware. They value honesty over spectacle, inclusion over exclusivity, and experiences over empty prestige. Give them those things, and they’ll not only visit - they’ll advocate, volunteer, and share their passion with others.
The report offers several practical steps for heritage sites ready to make that leap:
- Introduce discounted youth and student tickets. Make it clear that heritage is for everyone, not just for older generations. Annual youth memberships could encourage repeat visits. Schemes like UniDays or Student Beans for a Student Discount.
- Improve accessibility and travel information. Many potential visitors rely on trains and buses - so clear, realistic travel guidance matters. Even small improvements like shuttle services or better signage can make a big difference.
- Refresh your storytelling. Use layered interpretation that invites deeper exploration, both online and on-site. Offer materials for post-visit engagement so curiosity doesn’t end at the exit gate.
- Offer hands-on or creative experiences. From conservation workshops to themed events, these leave lasting impressions and may inspire future careers in heritage.
- Use social media authentically. Show the people, passion, and process behind heritage work, rather than chasing trends. Let enthusiasm, not algorithms, guide your content.
Ultimately, heritage sites must recognise that engaging Gen Z is not about chasing youth culture - it’s about welcoming a new generation into an old story. These are the future custodians of our collective memory, and if we fail to inspire them now, we risk losing a vital connection between past and future. As the report concludes, if Britain’s heritage is to survive and flourish, it must welcome the next generation not just as guests, but as guardians. History isn’t something to be observed from behind a rope barrier - it’s a living, evolving conversation. And Gen Z, it seems, is ready and eager to join it.
Read the report here:
