Swindon’s arts and cultural community has come together in a strong show of unity to back the town’s ambition to become UK City of Culture 2029, sending a clear message: “We’re backing the bid.”
The formal announcement was made on 26 January at an event hosted by Create Studios at the historic Carriage Works, led by Swindon Culture Collective in partnership with Swindon Borough Council. The launch attracted wide-ranging support from across the local creative sector, with representatives attending from Swindon Music Service, Swindon Heritage Preservation, Swindon Festival of Literature, the Wyvern Theatre, Zurich Community Trust and Swindon Youth Voice.
Young producers from Swindon’s Signal Festival were also present, sharing their excitement and outlining what a City of Culture title could mean for future generations of local creatives. Their involvement underlined the bid’s emphasis on inclusion, opportunity and long-term cultural legacy.
Previous UK City of Culture holders, including Derry/Londonderry, Hull, Coventry and Bradford, have demonstrated the transformative impact of the programme. The title has consistently delivered economic and social benefits, strengthened community connections, boosted civic pride and attracted national and international partnerships. It has also been shown to increase grassroots creativity, widen participation in the arts and generate significant new investment and tourism.
Due to its population size, Swindon is not eligible for the separate UK Town of Culture competition, making it eligible to compete directly for UK City of Culture status. A successful bid could unlock up to £10 million to deliver a year-long programme of arts, heritage and cultural activity across the town.
The announcement coincided with Swinterfest, the music and arts festival currently taking place in Swindon, reflecting the growing momentum behind the town’s cultural scene. Swindon’s calendar already includes major events such as Swindon MELA, Swindon Paint Fest, Signal Festival, the Festival of Tomorrow and Shuffle, alongside a rich programme of year-round activity.
The town is home to nationally recognised organisations including Create Studios, Prime Theatre, Swindon Dance and Tangle Theatre, supported by a thriving grassroots network of independent artists, producers and community groups.
In August last year, Swindon Culture Collective CIC, a not-for-profit organisation, launched with a mission to increase participation, improve inclusion and celebrate Swindon’s creative life. It is currently delivering a two-year programme of cultural activity, part funded by £600,000 from Arts Council England’s National Lottery Place Partnership Fund.
Alongside the bid, Swindon Borough Council continues to explore options for a new state-of-the-art town centre entertainment venue to replace the ageing Wyvern Theatre. The proposed development would allow Swindon to host a wider range of performances, including major West End touring productions, large-scale concerts and other significant cultural events.
The UK City of Culture bid aligns closely with these ambitions, highlighting the role of creative industries in supporting economic growth. An initial expression of interest, submitted at no additional cost to the Council, will focus on celebrating Swindon’s identity and the people who define it as a place of ideas, energy and progress.
The Government is expected to announce a longlist in March 2026, with each selected place receiving £60,000 to develop a full bid. A shortlist will follow in Autumn 2026, ahead of the final decision in Winter 2026.
Councillor Marina Strinkovsky, Swindon Borough Council’s Cabinet Member for Placemaking and Planning, said Swindon has always been shaped by creativity and innovation. She noted that becoming UK City of Culture would provide an opportunity to celebrate the town’s identity, tell new stories and open up fresh possibilities for residents, businesses and visitors. She also expressed confidence that the bid would be strengthened by plans for a new regional entertainment venue in the town centre.
Dr Roderick Hebden, Chief Executive of Swindon Culture Collective, described the bid as a timely statement of intent. He said the town is now recognised not only for the quality and diversity of its cultural offer, but for the way communities have come together to imagine a shared future, with the Place Partnership Project helping to build momentum towards City of Culture ambitions.
Gracie and Luca from Swindon Youth Voice highlighted the educational value of the bid, noting that much of Swindon’s history and heritage is often overlooked. They expressed hope that City of Culture status would help more people learn about the town’s past and feel proud of its story.
Mark Flay, Local Partnership Manager at Zurich Community Trust, praised Swindon’s strong community spirit and the work of local charities and groups. He described the 2029 bid as another exciting step in the town’s ongoing journey.
