Airbnb Awards Best of British Grants to 25 UK Tourism Projects

Airbnb has named the first 25 winners of its Best of British Fund, backing local tourism projects across the UK with new funding to support hospitality and regional growth.

By Andrew Collins | Edited by Yuliya Karotkaya Published: Updated:
Airbnb Awards Best of British Grants to 25 UK Tourism Projects
Airbnb’s Best of British Fund is backing local tourism projects across the UK to support hospitality, culture and regional growth. Photo: Airbnb

Airbnb has announced the first winners of its Best of British Fund, a £1 million initiative created to support local hospitality, strengthen tourism in communities across the UK, and help smaller visitor experiences grow their reach.

Launched in partnership with VisitBritain, the fund was designed to support a sector that has faced mounting pressure and job losses over the past year. Airbnb said the initiative aims to direct investment toward projects that reflect the diversity, identity and local character of British travel while helping communities attract more visitors in a sustainable way.

The company selected 25 winners after reviewing thousands of applications from across the country. The final group includes a wide range of businesses, charities, festivals and community organizations spanning food, heritage, arts and outdoor tourism. Together, they represent a broad cross-section of British travel experiences, from rural food events and folk festivals to historic competitions and walking initiatives.

Airbnb said the grants are intended to help turn these projects into stronger visitor attractions, bringing more foot traffic to local communities and helping independent organizations build long-term resilience. The company framed the fund as both a tourism investment and an economic development tool, particularly for places outside the UK’s biggest visitor hubs.

Funding Local Tourism and Community Identity

The winners reflect a strong emphasis on place-based tourism and community storytelling. In Cheshire, for example, funding will support the return of the Chester World Town Crier Tournament, an event that brings together town criers from around the world and revives one of Britain’s more unusual heritage traditions. Organizers expect the event to generate additional footfall for the city while reinforcing its cultural identity.

In Newcastle, Big River Bakery received support for its work promoting the stottie, a bread strongly associated with northeast England. The bakery already runs stottie-making classes and community food initiatives, and the grant will help it expand National Stottie Week in 2026.

Other projects highlight how tourism is increasingly linked to inclusion, access and local wellbeing. Black Girls Hike, one of the winners in the nature and outdoors category, will use the funding to continue creating supportive outdoor experiences for Black women and girls while widening participation in the UK countryside.

A Broader Push for Regional Visitor Growth

The Best of British Fund arrives at a time when the UK tourism sector is under pressure to spread visitor spending more evenly across the country and create stronger year-round demand beyond major cities. By directing funding toward local festivals, heritage projects and outdoor experiences, the program supports that shift toward regional and community-led growth.

The winning projects are spread across four main categories: Food and Dining, Culture and Heritage, Music and Arts, and Nature and Outdoors. The list includes Truro Farmer’s Market, Brighton Fringe Festival, North Norfolk Railway, Wigtown Book Festival, National Trails UK, Derbyshire Wildlife Trust and the Oxford Sailing Trust, among others.

VisitBritain said tourism contributes £147 billion annually to the UK economy, and initiatives like this are designed to help smaller operators capture a greater share of that spending. For many of the recipients, the value of the grants goes beyond immediate financial support. The recognition itself can help raise visibility, attract new audiences and strengthen local partnerships.

Airbnb said the program is meant to spotlight the people and organizations that preserve local traditions while adapting them for modern travelers. In doing so, the company is aligning itself with a broader tourism trend toward authenticity, local discovery and experience-led travel.