Airbnb has launched a new £1 million “Best of British” fund, supported by VisitBritain, to help communities and small tourism businesses transform local customs and traditions into memorable visitor experiences.

The fund, which offers grants of up to £100,000, aims to support local businesses in developing experiences that celebrate Britain’s culture, heritage and creativity – from centuries-old customs such as maypole dancing and cheese rolling, to regional food, music and arts events.

This initiative comes in response to research indicating that, although many holidaymakers are eager to discover authentic local experiences, half of UK adults have never participated in a traditional British event. There is also a clear appetite for change, with 61% of people stating they would be more likely to book a UK break “off the beaten track” if these traditions were better promoted.

VisitBritain’s Chief Executive, Patricia Yates, said, “We encourage all eligible tourism businesses and organisations to apply to the fund.”

Funding will be awarded across four categories: Nature & Outdoors, Food & Dining, Music & Arts, and Culture & Heritage. Applications are open until 23 November 2025, with grants to be distributed next year.

For small tourism operators, community groups or heritage sites, this represents an opportunity to secure investment, attract more visitors, and strengthen local identity – while contributing to the growth of sustainable, experience-led tourism throughout the UK.

For details and to apply, see: https://www.airbnb.co.uk/e/bestofbritishfund