BIG, BOLD, FREE: A Journey Through History, Freedom and the Heart of American Travel

Each summer, travelers across the country begin asking, “What is Juneteenth?” — a question that opens the door to one of the most important, yet often overlooked, chapters in American history.

Simply put, Juneteenth, celebrated annually on June 19th, marks the day in 1865 when the last enslaved African Americans in the United States were informed of their freedom — over two years after the Emancipation Proclamation was first issued by President Abraham Lincoln.

Lincoln’s historic proclamation in 1862 declared that all enslaved people in Confederate states “shall be then, thenceforward, and forever free.” While this set a powerful legal foundation for emancipation, it was far from immediate. News traveled slowly, and in many areas, resistance to freeing enslaved individuals was fierce. It took time, effort and courage — especially from Union soldiers, including many U.S. Colored Troops — to enforce the new law across the South.

This long journey led to Galveston, Texas, on June 19, 1865. Union General Gordon Granger arrived to issue General Order No. 3, publicly announcing that all enslaved individuals in Texas were now free. His words declared “absolute equality” in personal and property rights — a message posted at key locations including Ashton Villa and Reedy Chapel A.M.E. Church. This moment became the foundation of Juneteenth, a term blending “June” and “nineteenth.”

For many, Juneteenth represents a second Independence Day — one centered on justice, acknowledgment and the delayed but powerful reality of emancipation. Yet it wasn’t until more than 150 years later, on June 17, 2021, that Juneteenth was officially recognized as a federal holiday. President Joe Biden signed the Juneteenth National Independence Day Act into law, surrounded by advocates including Opal Lee, often called the “Grandmother of Juneteenth.”

Opal Lee’s story is especially significant. Born in Texas, she experienced racial violence firsthand when, at age 12, her family’s home was destroyed by a mob — on June 19th. That moment, combined with decades of advocacy, fueled her commitment to preserving and honoring Juneteenth. At the age of 94, she saw her lifelong mission fulfilled as the holiday was nationally recognized.

So, what does this mean for the travel industry?

Travel is about more than destinations; it’s about connection, education and meaningful experiences. As travel professionals, Juneteenth offers a unique opportunity to guide clients toward understanding the diverse stories that have shaped America. Whether visiting Galveston’s historic landmarks, engaging with local celebrations or supporting Black-owned businesses, travelers can explore how this history still resonates today.

Juneteenth is not just a moment to look back — it’s a chance to reflect on how far we’ve come and how much further we can go. It encourages all Americans to pause and consider the value of freedom, equality and perseverance.

For travel advisors, it’s a reminder that every itinerary has the power to tell a story — and few are as vital to our nation’s identity as the road to freedom.

As June approaches each year, let’s ensure that our travelers know the why behind Juneteenth — and invite them to experience the history, heritage and hope that this day represents. There are incredible destinations across the U.S. where the story of emancipation and African American resilience comes to life. Galveston, Texas, the birthplace of Juneteenth, offers historical sites like Ashton Villa and Reedy Chapel A.M.E. Church. Washington, D.C.’s National Museum of African American History and Culture provides a powerful, immersive journey through centuries of struggle and triumph. Tulsa, Oklahoma’s Greenwood District tells the story of Black Wall Street and community perseverance. In the Deep South, Memphis, Tennessee and Montgomery, Alabama house world-renowned museums and memorials that connect the legacy of Juneteenth to the broader civil rights movement. These aren’t just places — they’re powerful pathways to understanding. As travel professionals, we have the unique opportunity to guide travelers through stories that matter — stories that are BIG, BOLD and FREE.

Click here to watch the 2025 Telly Award-Winning Television Episode, Traveling With Denella: Juneteenth