# Airbnb launches £1 million fund to help attract more visitors around the UK - Link: https://fundraising.co.uk/2025/10/27/airbnb-launches-1-million-fund-to-help-attract-more-visitors-around-the-uk/ - Published: 2025-10-27T08:04:00+00:00 - Author: Howard Lake **Airbnb has launched a £1 million fund, with backing from VisitBritain, to support small businesses, social enterprises, charities and cultural organisations to attract more visitors around the UK.** The fund will make grants of **up to £100,000** specifically to help these organisations turn local traditions into even more attractive experiences. The Best of British Fund comes amid hospitality businesses continuing to close. In January this year [nearly 2,000 businesses closed](https://www.uhy-uk.com/insights/uk-hospitality-sector-faces-rising-insolvencies-and-job-losses-2025). ## Advertisement Research shows that although British holidaymakers are eager to seek out authentic, local experiences, half have never taken part in a British tradition. It seems that over six million UK adults think Morris dancing is a TikTok trend, 15% of under- 25-year-olds think the ‘Cooper Hill Cheese Roll’ race is a special item on Greggs’ menu, and only one in eight have heard of Hogmanay. But Airbnb’s research found that Britons are keen to experience British 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. **Luke Impett**, Head of Partnerships 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, VisitBritain added: > “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.” ## How to apply Eligible applicants can apply for access to funding for an experience, stay or attraction that represents the ‘Best of British’ across four 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 [Apply to the Beast of British Fund](https://www.airbnb.co.uk/e/bestofbritishfund) before 11:59pm on **23 November 2025**. * **[Airbnb donates £1.25 million to English Heritage](https://fundraising.co.uk/2022/10/25/airbnb-donates-1-25mn-to-english-heritage/)( 25 October 2022) * **[Airbnb launches nonprofit to provide temporary shelter to people in crisis](https://fundraising.co.uk/2020/12/07/airbnb-launches-nonprofit-to-provide-temporary-shelter-to-people-in-crisis/)( 7 December 2020) * **[Pedalling for Pubs raises over £1 million for charities plus more fundraising event news](https://fundraising.co.uk/2024/06/14/pedalling-for-pubs-raises-over-1mn-for-charities-plus-more-fundraising-event-news/)( 1 June 2024)