This study examines African American traveller preferences, motivations, attitudes, spending patterns, and behaviors on leisure trips in the United States and shows how these diverge from the total leisure travel population. Segmentation of the market into three distinct groups provides further insight into this lucrative yet largely untapped traveller market.  This study also identifies the print, online, and broadcast media sources that are influential in African American individuals’ leisure travel planning, and examines topics of interest,  awareness and attraction to African American culture and heritage destinations, lodging, and other travel service providers. Sponsored by US Cultural & Heritage Tourism Marketing Council, Shop America Alliance, the state of Louisiana, Texas A&M, the City of Baltimore, The Henry Ford Museum, and the Museum Store Association.