UK: Airbnb has launched a £1 m “Best of British” fund, supported by VisitBritain, to help communities across the UK transform local traditions into must-visit cultural experiences.
The initiative aims to disperse tourism more evenly across the country while boosting the UK’s hospitality sector. Grants of up to £100,000 per applicant will be available to local businesses and organisations that can showcase authentic British experiences.
Research commissioned by Airbnb found a significant cultural knowledge gap, with half of UK adults (50%) having never taken part in a British tradition. Among Gen Z, nearly a quarter (22%) had never heard of any British traditions.
Despite this, the findings suggest growing demand for home-grown experiences, 61% of respondents said they would be more likely to book a UK staycation to explore regional traditions, while 73% wanted local customs to be better promoted.
Luke Impett, head of partnerships and public policy for Airbnb UK, said: “Whether it’s bog snorkelling in Wales or the Highland Games in the Cairngorms, Britain is packed with brilliant traditions that deserve more attention. This fund is about celebrating what makes our nation’s rural landscape and local communities so special, and helping more people discover it first-hand.”
Patricia Yates, CEO of VisitBritain, added: “Tourism is one of our greatest and most valuable industries. We encourage eligible tourism businesses and organisations to apply, and urge the public to go out and support our fantastic destinations and attractions this autumn and beyond.”
Applications are now open across four categories: Nature & Outdoors, Food & Dining, Music & Arts, and Culture & Heritage, with entries closing on 23 November 2025.
Highlights
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Airbnb launches £1 million “Best of British” fund, supported by VisitBritain, to help communities turn local traditions into cultural attractions.
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Grants of up to £100,000 available for businesses and organisations across the UK.
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Research finds half of UK adults have never taken part in a British tradition.
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61% of Brits say they’d book a staycation to experience authentic local customs.
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Fund aims to disperse tourism beyond major hotspots and boost the hospitality sector.
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Applications open now across four categories: Nature & Outdoors, Food & Dining, Music & Arts, and Culture & Heritage, closing 23 November 2025.
