Airbnb launches £1 million “Best of British” fund to back hospitality and boost local tourism

From maypole dancing to cheese rolling, the UK is home to some of the world's best cultural experiences and quirky, local traditions. Yet according to new research from Airbnb, many of these remain off the radar for holidaymakers.

To tackle this and give a vital boost to the UK's struggling hospitality sector, in which nearly 2,000 businesses failed in January of this year alone^1, Airbnb is launching a £1 million 'Best of British' fund supported by VisitBritain. The purpose of this fund is to help communities across the UK transform their local traditions into must-do cultural experiences by supporting the hospitality businesses that bring them to life.

Lost in Tradition: Spotlighting local hidden gems

Airbnb's research shows despite British holidaymakers being eager to seek out authentic, local experiences, many of these are unfamiliar, as half of adults (50%) have never taken part in a British tradition. The data also highlights a surprising knowledge gap:

• Over 6 million UK adults think Morris dancing is a TikTok trend - particularly amongst younger generations, with nearly 20% of 25-34 year olds believing this compared to just 8% of over 55 year olds.

• 15% of under-25-year-olds think the 'Cooper Hill Cheese Roll' race is a special item on Greggs' menu, whilst only 1 in 8 in this age group have heard of Hogmanay, widely regarded as the most important Scottish holiday
• Only 1 in 10 Brits (10%) had heard of weighing in the mayor, a centuries-old tradition.
• Less than a quarter (18%) had heard of nettle eating, which began over 40 years ago in Dorset and now boasts an annual World Championship.

But all is not lost, as the polling reveals 3 in 5 Brits (61%) would be more likely to book an 'off the beaten track' staycation in the UK to experience these authentic traditions. Nearly three-quarters (73%) of respondents wished local British traditions were better advertised and 36% expressed the view that greater investment into the UK tourism sector is needed overall.

Beyond the usual suspects

With up to £100,000 on offer to each business or organisation with bold ideas to power local tourism and support the best of the nation's eclectic, diverse and rich culture, the hope is that this fund will support the growth of the hospitality sector - one of the hardest hit by rising costs. It should also inspire more Brits to travel beyond the usual guidebook or social media hotspots to typically lesser visited areas of the UK, helping communities attract more overnight trips, which dropped 10% year-on-year in 2024

"Whether it's bog snorkelling in Wales or the Highland Games in the Cairngorms, Britain is packed with brilliant traditions that deserve more attention. We want to help communities bolster their local visitor offerings, attracting more overnight guests that can share in authentic local experiences while supporting the businesses and families that depend on tourism to make ends meet. This cash injection is about celebrating what makes our nation's rural landscape and local communities so special, and helping more people discover it first-hand," said Luke Impett, Head of Partnerships and Public Policy for Airbnb UK.

"Tourism is one of our greatest and most valuable industries and we know people living in tourism areas feel more connected to their communities. It is great to see Airbnb launch this fund to promote and celebrate our fantastic destinations and attractions, our culture, creativity and heritage, boosting domestic breaks and driving growth for local economies. We encourage all eligible tourism businesses and organisations to apply to the fund and to the public, a rallying cry! Please do go out and support our amazing tourism industry this autumn and beyond. Businesses will be very pleased to see you, I know you will have a fantastic time and you'll be giving our world-class tourism industry a much-needed boost," added Patricia Yates, CEO, VisitBritain.

Eligible applicants can apply for access to funding for an experience, stay or attraction that represents the 'Best of British' across 4 categories:

1. Nature & Outdoors - submissions that encourage visitors to get outside and explore the very best of the UK's rich and diverse landscape.
2. Food & Dining - submissions that showcase the best of UK food culture, from pubs and street food to world-class cuisine.
3. Music & Arts - submissions that shine a light on the UK's global creative influence, from local festivals and theatre to iconic cultural stories.
4. Culture & Heritage - submissions which protect, restore or celebrate the UK's rich history and traditions.

Applications are open now, with funding to be awarded next year. Apply here before 11:59pm GMT on 23 November 2025.