The team behind the bid, led by Swindon Culture Collective in partnership with Swindon Borough Council, has launched the initiative under the banner “#WeDreamInPublic”, inviting people from every part of Swindon to contribute ideas, ambitions and hopes for what the town could become.
Swindon secured a place on the national longlist earlier this year in the competition to host the prestigious UK City of Culture title in 2029, a status that comes with up to £10 million in funding and a year-long programme of arts, heritage and cultural activity.
Bidding teams now face a deadline of 10 August to submit full applications for the next stage of the process.
Dr Roderick Hebden said the campaign was about reclaiming Swindon’s long history of innovation and ambition.
“As we said in the first stage of our bid, Swindon is the hidden engine of modern British life, where things are made, tested, proven and delivered,” he said.
“Our deeper story is one of constant, people-led reinvention. For two centuries, the people who have chosen Swindon have pioneered the systems and ideas that build the nation.”
The bid places heavy emphasis on Swindon’s industrial and social history, pointing to achievements linked to the historic Great Western Railway works, including the creation of the Health Hydro, described as an early blueprint for the NHS, and the Mechanics’ Institute, home to Britain’s first lending library.
Organisers argue the town continues to outperform many larger UK cities economically, while its diverse population and growing cultural scene make it uniquely positioned to explore the future challenges facing modern Britain.
A temporary pavement artwork outside the Zurich Insurance offices has already been installed to launch the public campaign, created by local artists Caryn Koh and Dayna Baxter.
The campaign will include events across Swindon throughout May, ranging from community conversations and creative workshops to festivals and public gatherings. Residents will also be able to submit ideas through “#WeDreamInPublic” postcards placed in libraries and public venues.
Hundreds of supporters at Swindon Town F.C.’s final home game of the season have already taken part, alongside audiences at this month’s Swindon Festival of Literature.
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Among the confirmed events are community sessions at Manor Road Community Garden, Walcot Skate Park, Queens Park and The Brunel, alongside the Swindon Imaginarium pop-up experience later this month.
Louise Halliday said the bid would focus on five major themes, including democratic futures, climate imagination, young people leading change, technology and collective storytelling.
“For Swindon’s bid, public dreaming is the idea that people shape the future,” she said.
“#Swindon2029 will be a project to imagine new futures together. It will give us an opportunity to explore ideas, test decisions and strengthen opportunity across every area of the borough.”
The bid also positions Swindon as a national “connector” town, highlighting the presence of organisations including the National Trust, Science Museum Group and UK Research and Innovation.
Organisers argue Swindon has repeatedly acted as a testing ground for national innovation, from the railways to early financial technology and modern telecommunications.
Kate Wyatt, Head of Culture at the council, said culture had the power to transform how people see the town.
“We know that culture has the power to make familiar places feel extraordinary,” she said.
“City of Culture 2029 can supercharge what is already happening in Swindon, using culture to drive economic growth, regeneration, investment, skills and employment.”
The campaign also reflects a wider attempt to reshape Swindon’s external image. Despite its national economic importance and strategic location, the town has often struggled with perception issues compared with nearby cities such as Bristol, Bath and Oxford. The City of Culture bid appears designed not only as a cultural programme, but as a long-term branding and confidence project for the borough itself.
The UK City of Culture competition takes place every four years. Shortlisted places are expected to be announced in autumn 2026, with the final winner confirmed later that winter.
Residents can find more information or contribute ideas through the dedicated City of Culture page on the Swindon Culture Collective website.
