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Mary Nnah

Kulturely, a UK marketplace for cultural experiences, is connecting guests with hosts who share food, language, music, heritage, creativity and local stories through bookable activities.

The platform enables guests to discover and book experiences led by people sharing aspects of their cultural backgrounds and local knowledge. Activities include food sessions, dance and music workshops, language gatherings, cultural walks and creative classes.

Kulturely cofounder Genesis Etoroma said the experiences are designed to give participants the opportunity to engage directly with the people and communities behind cultural traditions, rather than simply consuming culture as entertainment.

Cultural knowledge is often expressed through everyday activities such as cooking, language, music, family traditions, clothing, storytelling and community practices. For diaspora communities in particular, these activities can create opportunities to maintain, share and explore connections to heritage.

A meal can introduce guests to ingredients, regional differences, preparation methods and the occasions associated with a dish. A dance or music session can also provide insight into the history and social significance of an activity, as well as the chance to take part.
Kulturely’s experiences are led by hosts who decide the nature and format of what they offer. Hosts choose what to share, how an experience is presented, when it takes place, how many people can attend and what it costs.

The company said this approach allows hosts to retain control over their knowledge, boundaries and the way their cultural experiences are introduced to guests.

Experiences available on the platform span food and dining, culture and heritage, music and movement, arts and creativity, language and conversation, as well as social activities. Guests can search by interest, cultural theme, language, location, date, price and type of activity.

Listings set out the host, planned activities, duration, meeting location and cost, enabling potential guests to review the details before booking.

Kulturely said the model recognises the role of individuals, small businesses and community based hosts in preserving and sharing cultural knowledge outside formal institutions. Much of that knowledge is passed on through families, community spaces, businesses, makers and informal gatherings.

By making some of these activities easier to discover and join, the platform gives people unfamiliar with a particular culture a way to learn directly from hosts with relevant knowledge and experience.