Swindon prepares next stage of bid for “City of Culture” status

Following Swindon’s appearance as one of the nine locations on the longlist for the UK City of Culture 2029, the town is preparing its next stage of the bid submission, due in early August.

In the run-up to the submission deadline, Swindon Borough Council and the Swindon Culture Collective have been encouraging local businesses to engage with and support the bid, through promotion of the campaign or sponsorship opportunities, amongst other methods.

So far businesses such as Zurich Municipal, DoubleTree by Hilton Swindon, Thrings, and Gel Studios have backed the bid.

The most recent winner was Bradford in 2025, which has seen a large amount of economic growth, as well as increases in visitors and job security. This time round the successful location will receive £10 million in funding for the delivery of a cultural activities programme.

Comments

Amy Brettell, managing director at Zurich Municipal, said: “We’re proud to support Swindon’s bid to become UK City of Culture 2029. As one of the town’s largest employers, we’ve seen first-hand the innovation, creativity and community spirit that exists here.

“This bid is an opportunity to celebrate everything that makes the town such a great place. Culture has the power to bring people together, create opportunities for young people, strengthen local community, and drive long-term economic growth. We encourage businesses across Swindon to get behind the bid and play their part in helping showcase the ambition, talent and potential that exists across our community.”

Emma Richards, director of sales at DoubleTree by Hilton Swindon, said: “Swindon’s bid for UK City of Culture 2029 is a fantastic opportunity to showcase everything that makes the town unique, our rich history, diverse communities, talented young people and our strategic location at the heart of the UK.

“This could be the catalyst the town needs to attract new investment, raise its profile and bring fresh opportunities for businesses, residents and visitors alike. For the hospitality and leisure sectors in particular, the benefits could be transformative, helping to attract more visitors, grow the local tourism economy and encourage people to explore not only Swindon but the wider Borough and surrounding area. There is so much to celebrate here, and UK City of Culture status would provide a platform to share those strengths with a much wider audience while helping to shape an exciting future for the Borough.”

Simon Holdsworth, managing partner at Thrings, said: “As a long-standing member of the Swindon community, Thrings has witnessed the remarkable growth and Swindon’s increasing significance across the UK. The City of Culture bid is a unique opportunity to celebrate Swindon’s industrial heritage, innovation and creativity, while delivering a lasting legacy. Thrings is proud to support its City of Culture bid.”

Graeme Leighfield, founder and managing director at GEL Studios, said: “We’re backing this bid on two levels. As a business, GEL Studios has spent 14 years helping brands sharpen their story and reach the right audience – and we’re planning on putting that skillset behind Swindon’s bid entirely in kind, helping amplify the campaign and maximise its exposure at no cost.

“As a parent, it’s even simpler: I want my kids to grow up in a town that’s recognised for its creativity and ambition, not overlooked for it. City of Culture status would change what’s possible here, for business and for the next generation. We’re all in.”

Cllr Matthew Vallender, cabinet member for culture, planning and regeneration at Swindon Borough Council, said: “Swindon’s City of Culture bid is about much more than arts and events. It is about creating opportunities, attracting investment, supporting jobs and showcasing everything that makes our town unique.

“Businesses have a vital role to play in helping us tell Swindon’s story and demonstrate the ambition, innovation and creativity that already exist across the Borough. Whether it’s through pledging support, sharing the bid with their networks, offering expertise or exploring sponsorship opportunities, every contribution can help strengthen our case.

“Together, we can show the country that Swindon is a place with a rich heritage, a dynamic future and a culture that belongs to everyone.”