Airbnb and UNESCO launch Cultural Ambassador Program

Airbnb and UNESCO have partnered to launch the first-ever Cultural Ambassador Program in Bali. The program aims to empower local Airbnb hosts and homestay owners to become skilled cultural ambassadors, enabling them to share the rich tapestry of Balinese traditions, cultural heritage, and natural beauty with travelers through authentic storytelling and education. 

The initiative builds on UNESCO’s decades-long commitment to safeguarding cultural heritage and aligns with Airbnb’s vision for responsible tourism. It draws inspiration from an Airbnb study which revealed that travelers in Asia-Pacific region are eager to experience authentic local culture: 

• 73% of travelers value local recommendations from Airbnb hosts to uncover authentic cultural experiences. 
• 86% travelers would likely support the preservation of local cultural and historical assets in Asia-Pacific.
• 92% expressed interest in visiting local historical sites in APAC.
• 89% are keen to attend local cultural events in APAC.

“Through Airbnb, thousands of people from around the world are brought together, united by a shared love of travel. We believe tourism can build deeper connections and appreciation for diverse cultures,” said Amanpreet Bajaj, General Manager, Airbnb Southeast Asia, India, Hong Kong, and Taiwan. “The Cultural Ambassador Program in Bali in partnership with UNESCO is part of our commitment to enable responsible travel, fostering connections between local hosts and travelers and enriching their experiences with authenticity and cultural immersion.”

To ensure the program authentically represents Bali’s heritage, UNESCO in collaboration with its implementing partner, Via Via Travel conducted an extensive cultural mapping across five regions – Tabanan, Gianyar, Bangli, Buleleng, and Badung – between August and December. The mapping covered aspects such as local foods, arts and crafts, traditions and historical sites. This process ensures that the program not only highlights Bali’s most celebrated features but also brings lesser-known cultural treasures to the forefront.

“Bali’s cultural heritage is a treasure that reflects centuries of tradition, creativity and resilience. Through this partnership with Airbnb, we aim to ensure that this invaluable heritage is shared respectfully and responsibly, fostering cultural pride and sustainable tourism that benefits local communities” said Maki Katsuno-Hayashikawa, Director and Representative of UNESCO Regional Office Jakarta.

The findings from the cultural mapping will be shared with 75 local Airbnb homestay owners and 50 local tourism SMES through an online workshop and dedicated group mentoring session. The workshops aim to empower homestay owners and SMEs with the skills and confidence to share Bali’s cultural treasures with visitors.

“I am passionate about sharing Balinese culture with guests who stay in my home through Airbnb. This program acknowledges the important role we play as ambassadors of our local culture, and will provide greater confidence for hosts in sharing Bali’s unique heritage and traditions with travelers,” shared Ayu Martiasih, an Airbnb host community leader from Bali, Indonesia.

The initiative’s impact will extend beyond the workshops. By 2025, UNESCO and Airbnb will release a comprehensive guide for homestay owners and SMEs. A traveler-friendly guide will also be made available to travelers who expressed interest in preserving cultural and historical assets in the Asia-Pacific. This guide will serve as a vital tool in promoting sustainable tourism and preserving Bali’s cultural heritage.