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 and the main coaching house. A plaque on the walls outside says "The Museum of Smuggling. Presents a record of classical examples in the arts of concealment and evasion". The museum's main focus is its collection of smuggling artifacts that is depicted through the history of the Jamaica Inn and the inn's role in this trade for many years. The Cornwall coast was the most popular location for smuggling of silks, tea, tobacco and brandy into England and operated from the Cornish coast, Polperro (on the south coast) and Boscastle, Trebarwith and Tintagel on the north coast as this coastline