Airbnb Supports West Yorkshire’s Tourism Growth with Bradford 2025 Collaboration, Get the Details Here

Published on December 1, 2025

Bradford has been awarded the title UK City of Culture for 2025, and in recognition Bradford has partnered with Airbnb and the local authorities in a co-opetition to promote the economic development and the cultural richness of West Yorkshire. With a contribution of £100,000 towards the initiative, Airbnb has also partnered with the local authorities, and this cooperation has already made a significant contribution to the tourism sector of the area, and has poured thousands of dollars into the local economy, and has illustratd the potential of cultural tourism for long term economic growth.

A Successful Partnership Driving Economic Impact

In a milestone moment for the region, Marriott International’s partnership with Bradford 2025 has brought a strong focus to the positive effects of cultural tourism. Airbnb’s involvement as the official accommodation provider for Bradford 2025 has already demonstrated impressive results. The company’s platform generated an estimated £12.9 million in direct economic impact to the region in 2025, driven by increased visitor activity through stays booked on Airbnb.

Airbnb’s collaboration with Bradford 2025 has particularly benefitted the city itself. Searches for accommodation in Bradford were up 20% year-on-year in the first half of 2025, and the number of guest nights is expected to rise by 8,000 compared to 2024. This rise in tourism can be attributed to the city’s status as the UK’s City of Culture, which has drawn cultural tourists from across the country and beyond.

Regional Boost: ‘Unfollow the Crowd’ Campaign Supports West Yorkshire’s Hidden Gems

The economic benefits of the partnership go beyond Bradford, with surrounding areas in West Yorkshire also seeing increased tourism. Airbnb’s “Unfollow the Crowd” campaign spotlighted the charm of lesser-known destinations like Shipley and Haworth, leading to a 20% rise in bookings for Shipley and a 10% rise for Haworth in 2025. These areas, rich in culture and natural beauty, have benefitted from increased visibility, encouraging tourists to explore beyond Bradford’s main attractions.

By promoting these lesser-known destinations, Airbnb and Bradford 2025 are helping to spread the economic benefits of tourism across the entire West Yorkshire region. The influx of visitors to these towns boosts local businesses, from hospitality to retail, ensuring that the impact of tourism is felt by communities that might not traditionally benefit from major tourism events.

Bradford 2025: A Cultural Transformation for the City and Beyond

Bradford 2025’s year as the UK City of Culture has attracted widespread attention and visitors to the region, with cultural events and attractions drawing an estimated 1.1 million participants by mid-year. Key institutions such as Impressions Gallery saw a 150% increase in visitors, while Cartwright Hall experienced a 44% rise. The success of these events demonstrates the region’s growing appeal as a destination for cultural tourism.

As a result of this momentum, tourism experts predict that Bradford 2025 will generate an additional £136.9 million in visitor spending, further solidifying the region’s importance in the UK tourism market. Events and cultural initiatives are playing a crucial role in reshaping Bradford’s identity, promoting it as a vibrant destination filled with artistic and historical significance.

Long-Term Vision: Sustainable Growth Through Cultural Tourism

Looking beyond 2025, the collaboration between Airbnb and Bradford 2025 is seen as a catalyst for future tourism growth in West Yorkshire. Key discussions at recent meetings, chaired by Mayor Tracy Brabin, have focused on how cultural tourism can inspire creativity, create jobs, and strengthen regional pride. The focus is now on sustainable growth, skills development, and community engagement to ensure the benefits of tourism reach all corners of the region.

Shanaz Gulzar, Creative Director of Bradford 2025, emphasized the transformative power of cultural events in driving tourism. “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 while here to enjoy the cultural programme,” she said. This highlights how cultural tourism can be a long-term driver of growth, not just for Bradford but for the entire region.

The Future of Tourism in West Yorkshire: Collaboration and Strategic Focus

Airbnb’s commitment to the region’s tourism development is underpinned by its collaborative approach with local government and tourism partners. Luke Impett, External Affairs and Partnerships Lead at Airbnb, shared the company’s ongoing dedication to supporting 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,” Impett noted. He reaffirmed Airbnb’s commitment to continuing the momentum created by this partnership, ensuring that the benefits of increased tourism last well beyond 2025.

Tracy Brabin, Mayor of West Yorkshire, highlighted the broader benefits of tourism for the entire region. “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,” she said. Brabin stressed the importance of building on this momentum to ensure that tourism benefits are spread evenly across all communities in the region.

West Yorkshire’s Growing Appeal: A Hub for Cultural and Sustainable Tourism

West Yorkshire’s visitor economy continues to thrive, with 73 million visitors recorded in 2024, marking a 3% increase from the previous year. The tourism sector is also contributing to job creation, with 54,000 jobs supported by the tourism and hospitality industries, a 2.6% increase from the year before. As West Yorkshire continues to grow as a destination, its focus on cultural tourism, sustainability, and collaboration will be key to ensuring the region remains a top choice for travelers from around the world.

Cultural Tourism at the Heart of West Yorkshire’s Growth

The collaboration between Airbnb and Bradford 2025 has been pivotal in the advancement of West Yorkshire in the tourism industry in 2025. The region is reaping the rewards of short-term gains and long-term growth from culture events sponsorship, marketing and community engagement. With sustainable tourism being the focal point of West Yorkshire’s future development, the region will continue to be a thriving, dynamic, and hospitable location.