VisitBritain/VisitEngland is to invest GBP500,000 with hotel alternative Airbnb's 'Experiences' to work with business and destinations to promote tours, day trips and unique events offered by small entrepreneurs to both domestic and international visitors and hopefully, generate an additional 83,000 overnight stays in the country.

The Airbnb Experiences platform promotes tours and educational workshops led by local experts as well as visits to 'hidden' jazz clubs and trekking with llamas. 

 

VisitBritain said the platform also offers a route to market for British businesses to host their own 'Experiences' and grow their revenue stream.

 

The partnership also will collaborate with the tourism organisations of Scotland and Wales to promote local experiences such as kayaking.

 

VisitBritain commercial director Carol Dray said: "Our Experiences collaboration with Airbnb greatly amplifies our marketing reach and increases the range and depth of bookable tourism experiences locally, giving people more choice. We want to boost demand for travel right now, inspiring more young Brits to take 'microgaps' and be advocates for experience-based travel in Britain now and in the future, benefitting local businesses and boosting the economy."