Fish and chip shops are eligible to apply for a share of a £1 million ‘Best of British’ fund launched by Airbnb and supported by VisitBritain.
The purpose of the fund is to disperse tourism more equally across our four nations and help communities across the UK transform their local traditions into must-do cultural experiences by supporting the hospitality businesses that bring them to life.
It follows research by Airbnb that shows many of the world’s best cultural experiences and quirky, local traditions – such as eating fish and chips by the sea – remain off the radar for holidaymakers. For example, over 6 million UK adults think Morris dancing is a TikTok trend, whilst only 1 in 8 in this age group have heard of Hogmanay, widely regarded as the most important Scottish holiday. It also found that almost half of Brits (41%) would give UNESCO-style protection to the classic British holiday tradition of fish and chips by the sea.
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 here before 11:59pm on 23rd November 2025.
With up to £100,000 on offer to each business or organisation with bold ideas to power local tourism and support the best of the nation’s eclectic, diverse and rich culture, the hope is that this fund will support the growth of the hospitality sector – one of the hardest hit by rising costs. It should also inspire more Brits to travel beyond the usual guidebook or social media hotspots to typically lesser visited areas of the UK, helping communities attract more overnight trips, which dropped 10% year-on-year in 2024.
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.”
Airbnb’s research shows despite British holidaymakers being eager to seek out authentic, local experiences, many of these are unfamiliar, as half of adults (50%) have never taken part in a British tradition.
Recent Posts
- FSA survey reveals public’s growing appetite for healthier and more sustainable food choices
- Her Royal Highness The Princess Royal visits Colmans of South Shields
- Chippies prepare for Good Friday boost to business
- Hospitality leaders’ confidence steadies but costs weaken small businesses
- Football star Haaland extends partnership with Norwegian seafood until 2028
