Following the election of the New Labour government in 1997, heritage became part of a wider programme to tackle social exclusion. This research is particularly interested in how, since this time, the national story has been diversified as a result of efforts to be more inclusive of diversity, in particular ethnic diversity, and the impact of this on national identity. Of special interest is funding directed at numerous presentations to commemorate the bicentenary of the abolition of the slave trade in Britain in 2007, which provided significant resources to telling the stories of people of African descent and their ties to England dating back centuries. This reflects wider efforts in the heritage sector to move away from a heritage narrative of a ‘white past, multicultural present’. This research asks how successful this has been in diversifying heritage audiences and the wider legacy of such work in England’s heritage sector.