The UK Government has announced a new UK Town of Culture competition, with a £3.5 million prize for the winning town to deliver a cultural programme in 2028.
The scheme is aimed at small and medium‑sized towns and is intended to highlight places that have played a role in the UK’s cultural life but may not have received national recognition.
What the judges will look for
Towns will be assessed on three main criteria:
- Your story – how the town tells its unique history and identity
- Culture for everyone – how events will be inclusive and accessible
- Making it happen – how the programme will be delivered successfully
Shortlisted towns will receive £60,000 to help develop their full bids.
Ministers highlight Welsh examples
Culture Secretary Lisa Nandy said:
“Every place has a story worth telling so I want to encourage towns across Wales to step forward and show us what makes them special.”
Welsh Secretary Jo Stevens pointed to examples such as Brecon’s jazz festival, Pontypridd’s link to the Welsh national anthem, Hay‑on‑Wye’s book town status, and Llangollen’s international Eisteddfod as proof of the cultural richness already on show.
Welsh Government Culture Minister Jack Sargeant said the competition was a chance to build on the success of previous City of Culture programmes.
City of Culture competition also open
Alongside the new Town of Culture award, the UK City of Culture 2029 competition has also opened. For the first time, the winning city will receive £10 million to deliver a year‑long cultural programme. Longlisted and shortlisted places will also receive funding to help develop their bids.
Swansea’s past bids for City of Culture
Swansea has twice bid for the UK City of Culture title — in 2013 and again in 2021. The 2021 campaign made the final shortlist alongside Coventry, Paisley, Stoke‑on‑Trent and Sunderland.
Although unsuccessful, the bid was praised for its authenticity and community engagement, and it sparked a wider conversation about culture in the city. Feedback at the time suggested Swansea’s pitch leaned more on regeneration than cultural leadership, but the process left a legacy. The city has since developed a Swansea Culture Strategy 2025 to strengthen its cultural identity, boost local pride and improve wellbeing.
What happens next
Applications for Town of Culture 2028 will open in the coming weeks. Expressions of interest for City of Culture 2029 are already being accepted, with the winner due to be announced by the end of 2026.
