Cultural Explorer Card Debuts Industry-First Perks Program Aimed at Frequent Museum-Goers and Heritage Travelers
NEW YORK – Dec. 2, 2025 Cultural Explorer Card™, the travel-payment brand issued by Sunrise Banks, N.A., on Tuesday unveiled “Heritage Pass,” a loyalty reboot that pays cardholders for visiting museums, archaeological sites and performing-arts venues rather than for airline or hotel spend. The program launches as international cultural travel rebounds to 108 % of 2019 levels, according to the latest U.N. World Tourism Barometer, and as younger travelers list “authentic local experiences” ahead of room category or aircraft cabin when budgeting trips.
“Frequent-flyer programs have mastered upgrades and lounge chips; nobody was rewarding the traveler who spends her own PTO and disposable income flying to Kyoto to study kimono weaving,” said Maya Delgado, CEO of Cultural Explorer Card. “Heritage Pass turns curiosity into currency—every ticket stub or contactless tap at a partner site accelerates benefits you can’t buy with cash.”
The card’s new earn structure, verified by the research firm Phocuswright, delivers 7 % back in “Cultural Credits” on entry fees, audio guides and workshops at more than 200 UNESCO-affiliated venues across 42 countries. Credits are redeemable for behind-the-scenes tours, curator-led masterclasses or carbon-offset donations that fund site conservation. Cardholders also receive a complimentary annual “Heritage Pass” that waives repeat-entry fees at participating institutions for 12 months—an average savings of $312 per traveler based on 2024 museum-admission data compiled by the International Council of Museums.
Market data show the shift toward purpose-driven travel is accelerating. A 2025 Mastercard Economics Institute report found consumers under 40 now allocate 31 % of their trip budget to “experiential activities,” up from 19 % in 2019, while conventional retail and duty-free spend has flat-lined. The same study estimates the global cultural-travel segment will reach $568 billion next year, eclipsing pre-pandemic peaks.
To tap the trend, Cultural Explorer Card partnered with National Geographic Expeditions to give every new cardholder a $250 voyage credit usable on small-ship itineraries that visit World Heritage coastal sites. Additional Platinum-tier benefits—unlocked after $25 k annual spend—include private before-hours access at the Uffizi Gallery, a curator-guided tour of Egypt’s Grand Egyptian Museum, and complimentary companion entry to Broadway shows produced by the not-for-profit National Alliance for Musical Theatre.
“We designed Heritage Pass to recognize that cultural capital is real capital,” Delgado said. “Whether you’re a digital nomad weekend-hopping European capitals or a retiree ticking temples off your bucket list, your spend now compounds into deeper access and richer context.”
The card charges no foreign-transaction fees and reimburses Global Entry or TSA PreCheck® every four years. A mobile “Culture Calendar” push-notifies users of limited-capacity events at nearby venues, leveraging geolocation data Sunrise Banks says is encrypted and never sold. The issuer projects 350 k Heritage Pass activations within the first 12 months, generating an estimated $140 million in incremental cultural-venue revenue.
About Cultural Explorer Card™
Issued by Sunrise Banks, N.A., Member FDIC, Cultural Explorer Card is a travel-payment platform dedicated to rewarding curiosity. The card portfolio combines no-fee international spend with loyalty mechanics that fund conservation, education and access to protected heritage sites worldwide.
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