Bradford 2025 and Airbnb call on locals to host ‘culture enthusiasts’ in their homes during historic year for the district

Airbnb has partnered with Bradford 2025 UK City of Culture to encourage locals across West Yorkshire to open their homes and welcome the influx of culture enthusiasts to the region. With Airbnb also consulting with the West Yorkshire Local Visitor Economy Partnership (LVEP), this work in Bradford seeks to boost tourism and drive local regeneration. 

Bradford was awarded the prestigious and transformative title of UK City of Culture 2025 in May 2022, in recognition of its vibrant and growing contemporary arts and culture scene, from dance and theatre to film and music. Three years on, the district is poised and the wider region is set to welcome millions of additional visitors in 2025. More than 1,000 events are scheduled as part of a buzz-worthy cultural programme that is predicted to generate an additional £136.9m in visitor spend to the local economy. 

Airbnb is investing £100,000 in the partnership, and will collaborate with Bradford 2025 UK City of Culture to identify and support initiatives that promote cultural heritage, sustainable tourism, and economic regeneration across the district and wider region. As the official accommodation provider for Bradford 2025 UK City of Culture, Airbnb will offer a £100 travel coupon to anyone hosting their first guest in West Yorkshire until 31 December 2025¹.

Bradford is gaining popularity as a travel destination, with Airbnb searches increasing by a quarter (25%) last year, compared to 2023². Encouraging more locals to host will help showcase lesser-known areas of the largely rural district – including nearby towns and villages like Haworth, Saltaire and Shipley. 

The influx of visitors presents a real economic opportunity for residents across the West Yorkshire region. A study published by EY found that travel on Airbnb generated £239 million of gross value added (GVA) and supported over 3,500 jobs across Yorkshire and the Humber in 2023. By opening up their homes this year, families in Bradford and West Yorkshire can provide guests with affordable and authentic accommodation options, support small businesses in less-travelled areas, and earn extra income to help offset rising living costs.

The cultural programme kicked off in January with the launch event ‘RISE’ attracting 20,000 people to an open-air theatrical spectacle in the city centre. Upcoming highlights include this year’s Turner Prize; new exhibitions at the recently transformed National Science and Media Museum, and the nationwide drawing project ‘DRAW!’ supported by David Hockney.

 Daniel Bates, Executive Director of Bradford 2025, said: “The many wonderful, diverse communities who live here have been awake to Bradford’s charms for decades – and now we’re attracting attention and curiosity from across the globe. Bradford has a growing reputation as one of the most welcoming places in the country – and this fantastic partnership with Airbnb is a chance to cement this once and for all. 

“We know that the cultural sector and local businesses will benefit from a boost in tourism in our UK City of Culture year and now residents can also earn some extra income by becoming an Airbnb host, helping us to showcase the beauty and breadth of the district. It’s also an opportunity for visitors to live like a local, experience the real Bradford and find out about our cultural gems and the best places to eat, drink and visit direct from local people who live, breathe and love this place.” 

Airbnb’s partnership with Bradford 2025 underscores its commitment to showcasing West Yorkshire’s heritage and driving local regeneration. Airbnb will also join discussions with the board of the new West Yorkshire Local Visitor Economy Partnership (LVEP) during the year, working with West Yorkshire Mayor Tracy Brabin and local partners to maximise the region’s tourism potential across Leeds, Calderdale, Kirklees, Bradford, and Wakefield.

John Park, Head of Government Affairs and Public Policy Campaigns for UK, Northern Europe, Middle East & Africa said:

“As visitors flock to Bradford for its exciting UK City of Culture programme, we believe everyone in West Yorkshire should benefit. By opening their homes locals can earn extra income, showcase the best of local hospitality, and help bring communities together. Airbnb has made it easier than ever for anyone to become a host, and with living costs rising, home sharing can provide a vital lifeline for families across the region.”

From the Birmingham 2022 Commonwealth Games through to the European Song Contest in Liverpool, Airbnb has a history of helping cities accommodate big events, while generating benefits for local families and communities. Home sharing allows cities to flexibly increase the number of guests they can accommodate without expensive building and infrastructure projects, providing a more sustainable way of accommodating a surge in visitors.

The Co-Host Network also enables hosts to find and hire the best local co-hosts to manage their Airbnb – right in the app. Co-hosts provide personalised support based on hosting needs, from listing setup to managing bookings and communicating with guests.