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Studio Canal, Business Insider/Eve Crosbie
- Airbnb is hosting a contest for families to win an overnight stay in a home located in Primrose Hill, London.
- The residence has been designed to resemble the setting from the “Paddington” films.
- Local residents have voiced their concerns about the increasing number of tourists visiting their street.
Local Backlash Against Airbnb’s Competition
The recent initiative by Airbnb to organize a competition for an overnight experience on Chalcot Crescent, known for its appearance in the ”Paddington” movies, has sparked discontent among local inhabitants.
A Recognizable Location
Chalcot Crescent, situated in North London’s Primrose Hill area, serves as the exterior backdrop for 32 Windsor Gardens—the fictional residence of Paddington Bear and his adoptive family. This charming row of pastel-colored homes has become increasingly popular among tourists eager to capture Instagram-worthy moments.
h3>Residents’ Frustration Grows
The competition allows three families to enjoy an overnight stay ahead of the upcoming release of “Paddington in Peru,” scheduled for November 8. However, many locals feel that this promotion crosses a line. One anonymous resident shared with Business Insider last week: “We’ve been dealing with this situation for years; it’s unbelievable that they think this is acceptable. Honestly, I’m exhausted from our street being turned into a tourist hotspot.”
Business Insider/Eve Crosbie
An additional local resident also chose anonymity and referred to Airbnb’s contest as merely “a publicity stunt,” adding that it disrupts their daily lives.
A Collective Voice Against Commercialization
This sentiment was echoed in an open letter sent by residents to Airbnb earlier this month and reported by Camden New Journal. The letter expressed frustration over what they described as having their street “commercialized for profit.” It continued: “While some may dismiss our concerns as mere complaints about living on such an attractive street, it’s important to recognize that it’s primarily due to the Paddington franchise that we now face these tourist crowds.”
Airbnb’s Response and Community Engagement Efforts
An Airbnb representative responded by stating that part of their collaboration involved contributing funds towards local community initiatives like food programs and libraries aimed at supporting this vibrant London area. They emphasized ongoing communication with residents throughout the renovation process.
The company also noted they have not revealed specific details about the property location but referred only to its fictional name—Windsor Gardens. According to an official press release regarding this competition, bookings will be available starting November 3.
Potential Economic Benefits Amidst Local Concerns
Despite these tensions between locals and tourism initiatives like those from Airbnb, there are potential economic benefits associated with film-related tourism. A report published by the British Film Institute (BFI) highlighted that visitors spent approximately £890 million (around $1.1 billion) on screen tourism activities within just one year—2019 alone—in England.
Reuters
A Trend Towards Themed Experiences By Airbnb
This isn’t Airbnbs first venture into creating themed stays based on beloved films or shows; last year saw them offer guests access into properties styled after popular culture icons such as Barbie’s Malibu Dream House or even accommodations at pubs featured prominently within acclaimed series like Apple TV+’s “Ted Lasso.”
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