Brown Willy is said to be one of "the UK's best-loved high points". The hill features in an annual race held on New Year's Day that starts and finishes at Jamaica Inn, an old coaching inn made famous by Daphne du Maurier's 1936 novel of the same name. The hill is regarded as a sacred mountain by members of the Aetherius Society, a UFO religion founded in 1954 by George King. They believe that Brown Willy was charged with "holy energy" on 23 November, which they celebrate each year as "Charging Day", and gather at the hill on that day each year
Jamaica Inn kettles and urns. The Jamaica Inn became a Grade II listed building on 23 November 1988. Between 1984 and 2003, the building housed a large collection of stuffed animals in complex dioramas, such as an animal courthouse or school classroom populated by baby squirrels. Known as "Mr Potter's Museum of Curiosities", these exhibits were created by Walter Potter in the 1850s, and were originally housed in his museum in Bramber, Sussex. The collection was auctioned by Bonhams in 2003 resulting in its dispersal. The inn contains "The Museum of Smuggling", which is located to the western side of the inn