Airbnb joins Bradford 2025 to boost culture and tourism in West Yorkshire

The Mayor of West Yorkshire, Tracy Brabin, Bradford 2025 UK City of Culture, and Airbnb came together to celebrate the impact of UK City of Culture 2025 on Bradford and West Yorkshire’s tourism sector. Following Airbnb’s partnership with Bradford 2025 UK City of Culture, which included a £100,000 investment to drive tourism and support economic regeneration across Bradford and West Yorkshire, this meeting alongside a group of senior political leaders, tourism partners and businesses discussed the future of tourism as a driver of long-term growth and cultural vitality for the region.

As the official accommodation provider of this year’s UK City of Culture, visitor activity linked to stays booked through Airbnb contributed to an estimated £12.9 million in direct economic impact to the region. Searches for Airbnb accommodation in Bradford were up 20% in the first half of 2025 year on year, with the number of guest nights projected to be up by 8,000 compared to 2024. 

The impact goes beyond Bradford, with Airbnb visitor data showing a ‘halo’ effect to the surrounding areas of West Yorkshire which experienced a boost in bookings as a result of Airbnb’s ‘Unfollow the Crowd’ campaign which spotlighted some of the UK’s most charming destinations, including Shipley and Haworth which respectively saw upticks in bookings of 20% and 10% in the same period. 

Bradford 2025, supported by Airbnb, has spurred local economic growth and increased tourism in both the city and West Yorkshire region. Bradford 2025 attracted an estimated 1.1million participants at events by its midway point, with figures showing a 150% increase in visitors to Impressions Gallery and a 44% increase at Cartwright Hall. The programme is predicted to generate an additional £136.9m in visitor spending, reflecting growing visitor demand for cultural events and wider growth in West Yorkshire, highlighting Bradford’s lasting appeal.

Looking beyond 2025, participants discussed how cultural tourism can fuel growth, inspire creativity and strengthen regional pride. Chaired by Mayor Brabin, the group discussed future priorities for West Yorkshire’s visitor economy, including sustainable growth, skills development, and community involvement through the promotion of cultural heritage and economic regeneration across the region.

Shanaz Gulzar, Creative Director of Bradford 2025, said: “Today’s meeting has brought together some of our region’s most inspiring advocates to talk about the important role culture plays in tourism and economic growth. This year we have seen first-hand the significant impact cultural events have had on tourism, with visitors discovering all Bradford District has to offer whilst here to enjoy the cultural programme.”

Luke Impett, External Affairs and Partnerships Lead, Airbnb says “We’re proud to have been the official accommodation provider for Bradford 2025 in line with our commitment to support the best of British events, stays and attractions. Airbnb stays are vital in sustaining the tourism that the UK City of Culture programme has unlocked and driven almost £12.9m into the city already. As we look beyond 2025, we’re committed to ensuring this momentum continues, creating lasting benefits for communities across Bradford and West Yorkshire.”

Tracy Brabin, Mayor of West Yorkshire, said: “Bradford’s year as UK City of Culture 2025 has shown the world what we already know – that West Yorkshire is a place of extraordinary creativity, talent and ambition. This new data shows the real economic opportunities that cultural tourism brings. We’ll keep building on this momentum to ensure a stronger, brighter West Yorkshire, where the benefits of growth, investment and regeneration are felt in every community. The partnership of Bradford 2025 and Airbnb is closely aligned with work from the West Yorkshire Local Visitor Economy Partnership (LVEP), Chaired by Mayor Brabin, it is focussed on the common aim to maximise the region’s tourism potential across Leeds, Calderdale, Kirklees, Bradford, and Wakefield. West Yorkshire welcomed 73 million visitors in 2024, a 3% increase on the previous year, with spend in the local economy rising by 7.8% to £6.26 billion. The tourism and hospitality sector supports 54,000 jobs for local people, up by 2.6%.