Airbnb Introduces Landmark Fund to Spotlight Hidden Gems, Local Culture and Traditional Experiences Across England, Scotland, Wales and Northern Ireland

Airbnb has launched a £1 million ‘Best of British’ fund in partnership with VisitBritain to celebrate the United Kingdom’s most cherished traditions and empower local communities to strengthen tourism across the nation. The programme aims to transform small businesses and cultural experiences into must-visit attractions, encouraging visitors to explore beyond well-trodden tourist paths. From enjoying fish and chips by the sea to attending local festivals and heritage events, the initiative highlights the unique customs that make Britain special.

The fund provides grants of up to £100,000 to businesses and organisations that create or enhance experiences, stays, or attractions that capture the essence of British culture. By supporting hospitality providers and cultural ventures, Airbnb hopes to foster innovation, promote community-led tourism, and showcase the diversity of Britain’s four nations — England, Scotland, Wales, and Northern Ireland.

Highlighting the Best of British Traditions

Research conducted by Airbnb reveals that many of the UK’s most iconic traditions are not widely known, even among locals. More than six million adults mistakenly believe Morris dancing originated as a social media trend, while only a small proportion are familiar with Hogmanay, Scotland’s historic New Year celebration. The study also found that 41% of British adults would give UNESCO-style protection to the classic tradition of enjoying fish and chips by the sea.

These findings underscore the need to bring traditional British experiences back into the spotlight. The ‘Best of British’ fund aims to turn these often-overlooked customs into engaging, immersive experiences for both domestic and international travellers. By doing so, the programme encourages people to explore local culture, celebrate community heritage, and support small businesses that rely on tourism to thrive.

The initiative covers a wide range of experiences, from rural and coastal traditions to city-based arts, music, and food culture. It aims to ensure that unique local practices — whether bog snorkelling in Wales, cheese rolling in Gloucestershire, or the Highland Games in Scotland — are preserved and shared with a wider audience.

Boosting Tourism and Supporting Communities

The UK’s tourism and hospitality industries have faced ongoing challenges, including rising operational costs and a decline in overnight trips. In 2024, overnight visits dropped by 10% compared to the previous year, highlighting the importance of initiatives that promote regional tourism. The ‘Best of British’ fund addresses this need by providing targeted financial support to small businesses and cultural organisations seeking to expand their offerings and attract visitors.

Eligible applicants can apply under four main categories that reflect the country’s broad appeal:

1. Nature & Outdoors: Experiences that encourage exploration of Britain’s national parks, coastal paths, and scenic landscapes.
2. Food & Dining: Projects that highlight local culinary traditions, from street food and pubs to fine dining and regional specialties.
3. Music & Arts: Initiatives showcasing festivals, theatre, live performances, and visual arts that celebrate Britain’s creative influence.
4. Culture & Heritage: Proposals that preserve, restore, or promote historical traditions, architecture, and local customs.

Applications are open now, with the deadline set for 11:59 p.m. on 23rd November 2025, and funding will be awarded next year to projects demonstrating creativity, sustainability, and community impact.

Encouraging Authentic Experiences

The fund also aims to reconnect travellers with authentic British culture. Research shows that half of UK adults (50%) have never participated in a British tradition themselves, revealing an opportunity to reintroduce the nation’s heritage to both residents and visitors. By supporting initiatives across towns, villages, and rural areas, the programme helps communities offer memorable experiences while generating economic benefits.

Whether it’s enjoying a seaside fish and chips meal in Cornwall, attending a music festival in Manchester, or exploring historical crafts in the Scottish Highlands, the fund encourages travellers to look beyond major cities and discover the hidden gems of Britain.

Building Sustainable Tourism

The ‘Best of British’ initiative is designed not only to revive traditions but also to foster sustainable tourism that benefits local economies year-round. By investing in small businesses and community-driven projects, the programme helps spread economic activity across lesser-known destinations, providing opportunities for growth while preserving cultural heritage.

From coastal towns to remote countryside villages, the fund celebrates the everyday moments that define Britain. It offers communities the chance to share their stories, support local businesses, and inspire visitors with experiences that are uniquely British.

Through this initiative, Airbnb is helping to ensure that Britain’s cultural traditions and regional attractions continue to thrive, offering both travellers and locals a deeper connection to the nation’s rich heritage while boosting tourism across the UK.

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