National tourism agency VisitBritain/VisitEngland and Airbnb have announced a partnership to promote and broaden local-led tourism experiences, driving visitor growth and boosting the economy.
The £500,000 match-funded partnership will work with businesses and destinations to promote local experiences to domestic and international visitors, and grow and broaden the range of experiences available.
Experiences on the Airbnb platform offers visitors handcrafted activities, tours and educational workshops led by local experts. The platform also offers a route to market for British businesses to host their experiences and grow their revenue stream.
The partnership will also work with businesses and destinations to get more Brits to take a holiday at home to boost tourism, collaborating with the tourism organisations of Scotland and Wales to promote local experiences.
A focus is getting more young Brits to take a short break at home. About half of UK domestic Experiences bookings on the Airbnb platform are made by 18-34 year olds, who are also the target for VisitEngland’s domestic campaign #MyMicroGap. The campaign encourages young Brits to take a ‘microgap’ – a break typically taken during a gap year but condensed into a short break. Statistics show that in 2016, 16-34 year olds took almost 1.4 million fewer holidays in Britain than a decade previously.
The partnership will also see the national tourism agency and Airbnb hosting a series of free regional workshops across Britain during March and April for destinations and local tourism businesses, entrepreneurs and charities. This will enable potential hosts to find out more about listing an Experience on Airbnb, how to design an innovative Experience for visitors, as well as how to drive engagement on the platform through exciting visuals and compelling content. The workshop dates will be available in the coming weeks at www.visitbritain.org