Dr. Rachel J.C. Fu, Chair & Professor of Dept. of Tourism, Hospitality and Event | Director of the Eric Friedheim Tourism Institute at the University of Florida
“Before every journey begins, Memorial Weekend reminds us that the freedom to travel, gather, experience, and imagine the future was made possible by those whose service and sacrifice continue to shape our humanity.” – by Dr. R. Fu
Memorial Weekend in the United States marks the unofficial beginning of summer travel. Airports fill. Highways stretch with possibility. Hotels welcome families. Restaurants gather generations around tables. Destinations prepare for moments of joy. Yet Memorial Weekend was never designed merely as a season opener. It is a national pause.
A reminder that behind the freedom to move, explore, gather, and dream, there are stories of service, sacrifice, and generations of individuals who ensured those freedoms would continue.
For the tourism, hospitality, and experience industries, Memorial Weekend offers an opportunity to reflect on a deeper question:
What does it mean to create experiences that honor humanity?
Travel has always been more than movement. Throughout history, journeys have shaped identity, expanded understanding, and connected people across differences. A trip becomes meaningful not because of miles traveled, but because of perspective gained. The hospitality industry understands this truth well.
At its highest level, hospitality is not the business of rooms, tickets, attractions, or itineraries. It is the practice of welcoming others with dignity. It is creating spaces where people feel seen, safe, respected, and connected. During Memorial Weekend, that responsibility becomes even more visible.
A hotel welcoming military families. A destination recognizing local veterans. A restaurant pausing for remembrance. A museum preserving stories for future generations. A student choosing to learn the history behind a monument instead of simply taking a photograph.
These moments may appear small. Collectively, they become culture.
Travel experiences increasingly shape how societies remember, empathize, and engage with one another. Destinations are no longer only places to visit; they are platforms to build understanding. Experiences are no longer only entertainment; they are opportunities to strengthen humanity. For emerging leaders across tourism, hospitality, events, and experience innovation, Memorial Weekend offers a challenge: Design experiences that create memories but also meaning.
Ask not only:
How many visitors came?
How long did they stay?
What was the economic impact?
Also ask:
Did people leave with greater appreciation?
Did they learn something about others?
Did the experience inspire respect?
Did we create moments worthy of remembrance?
The future of tourism will not belong solely to those who build bigger destinations or adopt faster technologies. It will belong to those who understand people.
Those who recognize that innovation and humanity are not competitors. They are partners.
At UF’s EFTI, we believe the future of travel and hospitality is not only about where people go. It is about who they become after they return.
This Memorial Weekend, may we travel with gratitude. Experience with curiosity. Lead with respect. And remember that the greatest journeys are often the ones that make us more human.
To all who have served, sacrificed, and supported generations of possibility: Thank You!
{Image Credit: Dr. Rachel J.C. Fu} American Flags in New York City.
