Authentic America is the culmination of Cheryl Hargrove’s more than 40 years of work in the tourism industry, with more than three decades spent helping destinations identify and showcase their unique cultural and heritage assets.

When promoting the U.S. to international travelers in the late 1990s, Hargrove learned that travelers from other countries wanted to experience the “real” America… Authentic America. Unfortunately, many places that told our country’s real stories were disappearing. Communities were becoming homogenized. More and more, towns were losing their unique identities. Historic sites lacked preservation and promotion. This discovery set me on a quest to elevate the importance of our history to the traveler experience and the need to preserve and share our unique stories – the good and the bad.

Her transformative work in heritage tourism for the National Trust for Historic Preservation led to the first introduction of “authenticity” as a guiding principle. The philosophy of that program is still relevant, 35 years later, as countless destinations uncover and share their authentic stories with millions of domestic and foreign visitors.

Over the years, Hargrove’s focus expanded to look at history and culture more broadly beyond the natural and built environment to include a destination’s intangible assets. A place-based visit today is experienced through its local food (an essential experience for all), entertainment, arts and crafts, and unique cultural traditions.

“Being in the place” where history happened offers a truly transformational experience. By providing a context to place and time, the learning and understanding of a site or event’s significance to the American story is profoundly more impactful. Meeting the people who cared about preserving these places and are passionate about sharing their heritage also helped connect the past to the present. The most valued experiences were those spent learning about a destination’s past, enjoying the present-day place, and understanding the connection between the two.

Through business and leisure travels, Hargrove has explored all 50 States, many US territories, and more than 70 countries. Not just a stopover or a pass-through at an airport but a more expansive discovery of what is unique about each state, region, or country as evidenced by its people, architecture, culture, heritage, and landscapes. Hargrove has also worked “hands-on” with more than 100 destinations in the U.S. and abroad to help them develop their authentic experiences. These experiences inspired Hargrove’s first book, Cultural Heritage Tourism: Five Steps for Success and Sustainability (Rowman & Littlefield, 2017). Her third book, Preserving & Promoting Personality of Place (working title), is slated for publication in September 2026.