Accommodation booking platform Airbnb is providing grants of up to £100,000 to help small businesses, social enterprises, charities and cultural organisations turn local traditions into experiences that attract more visitors.
Launching The Best of British Fund, which has £1 million in total to give away, Airbnb highlighted figures showing that almost 2,000 UK hospitality businesses failed in January alone, while one in three firms are operating at a loss. When these businesses close, the company said “the things that make British towns, cities and villages so special are at risk of being lost”.
To mark the opening of the scheme, Airbnb published research which shows that many of the UK’s quirky, local traditions remain off the radar for holidaymakers.
According to the survey, over six million UK adults think Morris dancing is a TikTok trend. This is particularly true amongst younger generations, with nearly 20% of 25-34 year olds believing it compared to just 8% of over 55 year olds.
It also found that 15% of under-25-year-olds think the Coopers Hill Cheese Roll race is a special item on Greggs’ menu, and only one in eight have heard of Hogmanay.
Luke Impett, head of partnership 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.
“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.”
Patricia Yates, CEO of VisitBritain, which is supporting the fund, added:
“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.”
Eligible applicants can apply for funding for an experience, stay or attraction that represents one of four categories: nature and outdoors, food and dining, music and arts or culture and heritage
Applications are open here until 11:59pm on 23 November 2025.