Airbnb has today announced the inaugural winners of its Best of British Fund, a £1 million initiative launched in partnership with Visit Britain to fuel local hospitality, boost tourism in communities across the UK, and celebrate the traditions and experiences that make British travel unique and unforgettable.
From bold outdoor music adventures across the Yorkshire Moors to immersive food and arts experiences in rural Wales, this year’s winners showcase the very best of what Britain has to offer – helping travellers discover authentic local culture, and supporting the small businesses and organisations at the heart of their communities.
After reviewing thousands of outstanding applications across the UK, Airbnb is excited to announce its final twenty-five winners who will be provided with a grant to help transform their local projects into must-see visitor experiences.
Luke Impett, Partnerships and Public Affairs Lead for Airbnb UK said, “From centuries-old festivals in market towns to hands-on food experiences in coastal villages, Britain is full of extraordinary local traditions waiting to be discovered. Through the Best of British Fund, we’re proud to back the communities who keep these traditions alive and help them grow their visitor offering in a sustainable way. By attracting more guests, we can ensure tourism continues to support local jobs, independent businesses and the families at the heart of these destinations. This investment is about shining a spotlight on the people and places that make Britain unique — and helping more travellers experience that authenticity for themselves.”
Stephanie Peacock, Minister for Tourism said, “It is wonderful to see this boost for our tourism industry. Not only will this funding help to support small businesses and encourage people to visit these organisations, it will also help to boost local jobs and regional economies.
“From farmers’ markets and food festivals to wildlife trusts and theatres, the winners truly represent the ‘Best of British’ and I am excited to see the difference this fund will make.”
Patricia Yates, VisitBritain CEO said, “Tourism creates memorable moments for millions of visitors and drives economic growth for Britain, bringing communities together and providing opportunities for young people to thrive.
“We recently revealed that tourism is worth £147 billion annually to the UK, and we congratulate the 25 diverse small businesses which have been successful in securing funding from Airbnb’s ‘Best of British’ initiative to further boost the industry.
“With warmer days and sun-kissed landscapes to enjoy in the coming months, we encourage everyone to explore our fantastic destinations, unique experiences and wonderful backdrops. I know our hard-working tourism champions will be so pleased to see you.”
Celebrating the Best of British Quirkiness
One of the fund winners is Marketing Cheshire, the Local Visitor Economy Partnership for Cheshire and Warrington, working with attractions, hospitality and leisure businesses and councils to attract more people to visit, stay and spend in the region. Marketing Cheshire oversees the Chester World Town Crier Tournament, which will return this year, for the first time since 2014. The event attracts 25 town criers from around the world to the city, to deliver culture, vibrancy and heritage to the streets of Chester while putting the city on a global stage and generating important tourism footfall to the region.
Cristian Marcucci, Managing Director of Marketing Cheshire, said: “We’re delighted to secure this funding to stage the World Town Crier Tournament in Chester, which will celebrate one of Britain’s most distinctive and historic traditions. The grant will support the staging of the international event, welcoming competitors from around the world and creating a vibrant programme of heritage activities for visitors and residents to enjoy, that will bring colour and pageantry to the city while boosting footfall for local businesses.
“At Marketing Cheshire, we work to showcase the region’s unique culture and experiences, and this event is a fantastic example of how heritage can create memorable visitor experiences and support our thriving tourism economy.”
Exploring the Best of British Countryside
Another fund winner is Black Girls Hike, a Black-led, UK-wide community organisation, providing safe, supportive, culturally informed outdoor experiences for Black women and girls. The organisation creates affirming spaces to explore nature, challenge underrepresentation, and build confidence, leadership and wellbeing in the outdoors. Founded in 2019, Black Girls Hike has now grown into one of the UK’s most influential inclusive outdoor organisations. The group delivers 60-70 walks and outdoor events a year and is the first Black organisation in the UK accredited by Mountain Training, delivering Hill Skills, Mountain Skills and Lowland Leader courses.
Rhiane Fatinikun MBE, founder of Black Girls Hike, said “This funding will go far beyond helping Black Girls Hike UK do more this year. It will help open up Britain’s landscapes to new audiences and create a lasting legacy that invites people to discover the UK’s incredible natural spaces while bringing more people together through shared experiences.
We hope our work becomes a blueprint for making nature more accessible, uplifting communities, inspiring more people to spend time outside, and encouraging volunteers to help guide the next generation.”
Discovering the Best of British Cuisine
One of the winners from the Food & Dining category is Big River Bakery, a small community bakery located in Newcastle, attracting visitors from all over the world to celebrate the stottie. The bakery runs stottie-making courses on Saturday mornings, and each year runs National Stottie Week to showcase the iconic bread of the North East. Big River Bakery also supports the local community, providing free breakfasts daily to a local school, free baking for local children in the summer holidays, and distributing free food to food banks.
Gail Lawler, Director at Big River Bakery, said: “We’re absolutely delighted to have been named a winner of Airbnb’s Best of British Fund. The stottie is such an iconic part of heritage in the North East. This funding will allow us to make 2026 National Stottie Week’s biggest and most inclusive celebration yet, enabling us to introduce new initiatives for the community to get involved in, while strengthening our ability to give back to the city of Newcastle.”
Full list of winners
The Best of British fund winners are listed below and split in the following four categories:
Food & Dining
Culture & Heritage
Music & Arts
Nature & Outdoors
¹ Latest ONS statistics reveal an estimated 170,000 jobs lost in the 13 months following October 2024, representing over half of all UK job losses: https://www.ukhospitality.org.uk/almost-9000-hospitality-jobs-lost-since-the-budget/#:~:text=The%20sector%20employed%208%2C784%20fewer,Our%20response