Unfollow the Crowd
Airbnb unveils 10 of the best towns you’ve (probably) never seen on social media, encouraging Brits to explore more of the UK
Airbnb unveils 10 of the best towns you’ve (probably) never seen on social media, encouraging Brits to explore more of the UK
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From North Tyneside to Ribble Valley, we’re shining a spotlight on ten of the North of England’s most charming yet less-travelled towns and villages, each with its own unique appeal.
Read the full statementDiscover Airbnb's top 10 towns to Unfollow the Crowd
As part of our ongoing support for regional communities, we’ve committed £100,000 to Bradford 2025 UK City of Culture—supporting cultural initiatives and economic regeneration across the district in this landmark year.
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We'll put you up
Whether it’s a weekend mini-break or part of a longer trip, we’re offering ten guests a chance to win a £500 travel coupon to help them experience one of these destinations firsthand.Enter below for your chance to win.Terms Apply.
Whether it’s a weekend mini-break or part of a longer trip, we’re offering ten guests a chance to win a £500 travel coupon to help them experience one of these destinations firsthand.Enter below for your chance to win.Terms Apply.
Meet Jake, a Superhost in West Yorkshire
Jake only started hosting this year, not that you’d know it. His luxuriously converted shipping container sits at the heart of his animal sanctuary, helping support a range of animals, including a pig called Truffles. This unique listing might feel off-the-beaten-track, but guests are often surprised by what they find - world-class art galleries, quaint canalside walks, and plenty of good pubs on the doorstep.
Jake only started hosting this year, not that you’d know it. His luxuriously converted shipping container sits atthe heart of his animal sanctuary, helping support a range of animals, including a pig called Truffles. This unique listing might feel off-the-beaten-track, but guests are often surprised by what they find - world-class art galleries, quaint canalside walks, and plenty of good pubs on the doorstep.
Voices from the community
Hear from the people helping these towns find the spotlight
Daniel Bates, Executive Director, Bradford 2025 UK City of Culture
"It’s fantastic to see the Bradford District towns of Shipley and Haworth featured here, encouraging people to try something different and explore our stunning rural and urban landscapes. 2025 is our year to shine - a celebration of creativity and community, and we can’t wait to welcome you throughout our year as UK City of Culture, and beyond.”
Luke Impett, External Affairs and Partnerships Lead for Northern Europe, Airbnb
“By spotlighting these 10 Northern towns and offering the chance to win a weekend break, we want to inspire travellers to look beyond the algorithm and discover the culture, history, and beauty of places like West Yorkshire - helping spread the benefits of tourism more widely.”
Fresh Travel Insights
New research conducted via Opinium highlights that, despite many local gems still flying under-the-radar, there is growing demand among Brits for more authentic travel experiences beyond the usual hotspots1
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Frequently Asked Questions
How were these 10 towns selected?
The selected towns are small to mid-sized (populations under 90,000), regional market towns or former industrial hubs. From historic market squares and renowned breweries to contemporary art galleries and striking natural landmarks, each place is rich in local character.These towns have seen an increase in Airbnb searches over the past year, signalling a quietly growing interest from travellers. We also checked to ensure each area is well-served by high-quality listings and Superhosts. So you can be sure you’ll be met with a warm welcome from local hosts.
Why is Airbnb shining a spotlight on these towns and encouraging people to ‘Unfollow the Crowd’?
We know the demand is there - with over half of Brits eager to discover under-the-radar destinations that feel authentic in real life, not just online. That’s why we’re shining a light on lesser-known towns that are closer to home, where people can find an Airbnb stay and explore the local area, even if they’d never heard of it until now.
How does travelling to these places help local communities?
Travel on Airbnb boosts local communities. The average guest in the UK spends £100 a day2, and by choosing less-visited destinations, guests help support the local hosts and independent businesses there - spreading the benefits of tourism more evenly across the country.
How do I enter the competition to win a £500 stay?
You can enter the prize draw using the form at the bottom of this page. You just need to share your contact details and your chosen town. You also need to have an Airbnb account and be 18+.
Win a Stay
Enter now to win a £500 Airbnb travel coupon and explore one of our top 10 Northern gem towns. Just tell us which one you’d visit for your chance to win.Application deadline is 23:59 on 31 July, 2025.