Airbnb Launches £1 Million 'Best of British' Fund to Boost Local Tourism

Strategic Insights -

Airbnb is kicking off the autumn season with a £1 million fund to support community-driven initiatives that showcase the unique cultural heritage of rural Britain. The 'Best of British' fund is a joint effort between Airbnb and VisitBritain, with the aim of transforming local traditions into must-visit experiences. According to Airbnb's research, a significant number of British holidaymakers are eager for authentic local experiences, yet remain unaware of the country's hidden gems, including customs like Morris dancing and cheese rolling.

Key Takeaways:

  • Airbnb has launched a £1 million 'Best of British' fund to support community-driven initiatives that promote local traditions and cultural heritage.
  • The fund will provide up to £100,000 in funding to each eligible business or organisation with bold ideas to boost local tourism.
  • Research by Airbnb highlights a significant knowledge gap among British holidaymakers about local traditions, with half of respondents never having participated in a British tradition.
  • The fund is a collaboration between Airbnb and VisitBritain, with the support of tourism businesses and organisations across the UK.
  • Patricia Yates, CEO of VisitBritain, encourages the public to support local tourism initiatives by applying to the fund and visiting rural communities.
  • Luke Impett, Head of Partnerships and Public Policy for Airbnb UK, highlights the importance of celebrating local traditions and cultural heritage in rural Britain.

Statistics:

  • £1 million: The total value of the 'Best of British' fund.
  • £100,000: The maximum amount of funding available to each eligible business or organisation.
  • 50%: The proportion of British holidaymakers who have never participated in a British tradition.
  • 2: The number of years Airbnb has been working with VisitBritain to support local tourism initiatives.
  • Wales: One of the countries where local traditions, such as bog snorkelling, can be experienced.

Sources:

  • "Airbnb launches £1 million Best of British fund for community-driven initiatives." (BBC News)
  • "Airbnb to back Britain's best traditions with £1m fund." (The Telegraph)