Published on
October 16, 2025
In a groundbreaking initiative aimed at rejuvenating the UK’s tourism landscape, Airbnb has launched the £1 million “Best of British” fund, in collaboration with VisitBritain. The initiative is designed to encourage local businesses and organisations to showcase authentic British traditions, offering grants of up to £100,000 per applicant.
The fund’s primary goal is to help transform regional traditions into must-visit cultural experiences, ultimately encouraging the dispersal of tourism across the UK. As the country continues to recover from the pandemic, the fund serves to bolster the hospitality sector, provide new opportunities for businesses, and help local communities thrive.
Addressing the Knowledge Gap in British Traditions
A recent survey commissioned by Airbnb highlighted a concerning cultural knowledge gap within the UK population. According to the research, 50% of UK adults have never actively engaged in any British traditions, with an even more worrying trend seen among younger generations. Nearly 22% of Gen Z reported having never heard of any traditional British customs.
Despite these findings, there is a noticeable demand for authentic home-grown experiences. In fact, 61% of respondents stated that they would be more inclined to book a staycation in the UK if it offered the chance to explore local traditions. The desire for greater promotion of regional customs was also strong, with 73% of people calling for better visibility of such experiences in the tourism sector.
This presents a major opportunity for local businesses to tap into a growing market that seeks immersive, regional experiences. Through the “Best of British” fund, Airbnb and VisitBritain aim to fill this gap by supporting initiatives that showcase what makes the UK’s rural landscapes and cultural practices so unique.
Fund Details: Categories, Applications, and Closing Date
The £1 million fund is available to a wide range of tourism-related businesses and organisations across the UK. The grants will be distributed in four key categories: Nature & Outdoors, Food & Dining, Music & Arts, and Culture & Heritage. These categories were specifically chosen to reflect the diverse range of British traditions that can be celebrated and shared with both domestic and international tourists.
Applications for the fund are now open and will remain so until 23 November 2025. Eligible applicants can apply for grants of up to £100,000, which will be awarded based on the strength of their proposed projects. The initiative is aimed at small and medium-sized businesses, community groups, and cultural organisations that can offer unique, locally driven experiences that highlight the UK’s traditions and heritage.
Spreading Tourism Across the UK
One of the key objectives of the “Best of British” fund is to encourage a more even distribution of tourism across the UK. While popular destinations like London, Edinburgh, and Manchester continue to draw large crowds, smaller, less-explored areas often struggle to attract significant tourist numbers. By funding projects that celebrate regional traditions, the initiative hopes to boost tourism in rural and less-visited parts of the country.
This dispersal of tourism will not only support local economies but also help reduce the strain on already-busy tourist hotspots. As the hospitality industry recovers, these grants will provide a much-needed boost to businesses that might otherwise struggle to attract visitors.
The potential for this initiative to breathe new life into underserved communities is immense. By showcasing the charm of smaller towns and villages, the fund could create an influx of visitors who are eager to experience the richness of British culture and heritage. This would allow these communities to enjoy the economic benefits of tourism without becoming overwhelmed by large crowds.
Promoting British Traditions for Future Generations
In recent years, there has been a renewed interest in celebrating British culture, with more people seeking to reconnect with the traditions and customs that have shaped the nation. From the annual Highland Games in Scotland to the quirky tradition of bog snorkelling in Wales, the UK is brimming with unique experiences that embody its diverse cultural heritage.
Airbnb’s partnership with VisitBritain is aimed at spotlighting these hidden gems and bringing them to a wider audience. The fund will not only help businesses to preserve and promote these traditions but also encourage younger generations to engage with their cultural heritage, ensuring that these practices continue to thrive for years to come.
In addition to the practical benefits of the fund, the initiative will also raise awareness of the importance of preserving cultural heritage. As communities and organisations across the UK work to maintain these traditions, they will be contributing to a broader national effort to celebrate and protect Britain’s unique identity.
How the Fund Will Benefit Local Communities
By focusing on the authentic local experiences that are often overlooked by mainstream tourism, the “Best of British” fund will also help preserve the UK’s rich heritage. As local businesses receive the necessary financial support to enhance their offerings, tourists will have more opportunities to experience British traditions in an intimate and meaningful way.
Moreover, the initiative encourages tourism that aligns with sustainability, ensuring that local communities can benefit from the economic advantages of tourism without facing the environmental pressures that often come with mass tourism. By embracing these values, Airbnb and VisitBritain hope to create a sustainable model for the future of UK tourism.
The long-term impact of this initiative could be profound, with the UK establishing itself as a destination where tourists can enjoy a more authentic and less commercialised experience. This approach could help to preserve the authenticity of Britain’s cultural heritage while attracting visitors who value responsible tourism practices.
What Can Applicants Expect?
Organisations applying for the fund can expect a thorough evaluation process, with priority given to projects that provide innovative ways to engage visitors with British traditions. Whether it’s creating immersive culinary experiences, developing outdoor adventure tours that celebrate nature, or offering artistic performances inspired by local culture, the fund aims to showcase the UK’s diversity.
As a result, applicants will need to clearly outline how their proposed projects align with the fund’s objectives and the broader goals of promoting local tourism. The selected recipients will not only receive financial support but also benefit from increased visibility through Airbnb’s platform and VisitBritain’s promotional channels.
A Bright Future for UK Tourism
The £1 million “Best of British” fund is a significant step towards revitalising the UK’s tourism industry, providing opportunities for businesses to showcase local traditions and helping to spread tourism more evenly across the country. With applications now open, the fund represents a great opportunity for communities to bring their unique traditions into the spotlight and attract new visitors.
As the UK seeks to rebuild its tourism sector, initiatives like this one will play a key role in fostering a more inclusive, sustainable, and diverse tourism experience for both locals and visitors alike. This is not only an opportunity to boost tourism but also to preserve the cultural richness of the nation for generations to come.
