This study examines the consumption behaviours of four types of visitors to sites associated with the Transatlantic Slave Trade in Ghana. A questionnaire was used to elicit information regarding sites they intended or actually visited, perceived differences regarding site experiences and impressions of the heritage product itself. The results show that visitors were highly selective in their consumption patterns, although the sites in the country’s south were the major attractions and generators for all purposes. There is evidence that trip motive and connection to slavery influence consumption behaviour, as some visitors are willing to invest effort, expense and time to consume truly unique learning experiences. The findings were interpreted as evidence that site managers may need to design strategies using visitor profile and consumption patterns to deliver a coordinated and integrated appeal to the target visitor group.