Socio-cultural exchange that may lead to better understanding and collaboration among racial and ethnic groups is one of the potential positive outcomes of heritage tourism. This study applied a case study design to understand individuals' motivations to visit a heritage site in the state of Missouri, George Washington Carver National Monument. We conducted 14 focus groups comprised separately of African-Americans, Latinos and Latinas, and Asian-Americans, totaling 124 participants. A heritage tourism framework explored similarities and differences among socio-cultural groups in their motivations for visiting a heritage site. While interest in learning was a common motivation across groups, participants also expressed cultural differences with respect to their perceived connections to the heritage, bequeathing to children, leisure pursuit, and aspects of their personal emotional involvement with the heritage. The study provides monument managers with insight on factors to consider when developing community outreach strategies to attract more diverse visitation.