The submission, made jointly by Swindon Borough Council and the Swindon Culture Collective, follows the town’s successful longlisting in March and sets out plans to use culture to drive regeneration, economic growth and stronger communities.
If successful, Swindon would receive £10 million to deliver a year-long programme of cultural, heritage and community events during 2029. The bid also aims to attract further investment, sponsorship and external funding to create a lasting legacy.
Rather than focusing only on 2029, the proposal outlines plans running from 2027 to 2030. These include investment in cultural spaces, volunteering opportunities, skills development and community-led projects across the Borough.
The bid has been shaped by thousands of residents who shared their ideas through community events, festivals, shopping centres, sporting fixtures, online engagement and creative pop-up sessions.
Council representatives have also visited cultural organisations and charities in recent months to see existing projects in action. Among them was Deputy Leader Councillor Jake Chandler’s visit to Reach Inclusive Arts Charity’s Partners Theatre Company, where performers with disabilities showcased their work.
The submission has received backing from a number of major employers and organisations, including Zurich Municipal, Panattoni, GWR, Thermo Fisher, Swindon’s Bus Company, DoubleTree by Hilton Swindon, Thrings and Gel Studios.
It also highlights Swindon’s industrial heritage, scientific innovation and creative sector, alongside nationally significant organisations including the Science Museum Group, UK Research and Innovation and the National Trust.
The bid builds on established events such as Signal Festival, Swindon MELA, Festival of Tomorrow and the Swindon Festival of Literature, while placing communities at the centre of future cultural programmes.
Councillor Matthew Vallender, Swindon Borough Council’s Cabinet Member for Culture, Planning and Regeneration, said:
“Today marks an important milestone in our ambition to become UK City of Culture 2029.
“This bid is about much more than a title. It is about showcasing what makes Swindon unique, unlocking new opportunities for residents and businesses, and using culture as a driver for investment, regeneration and economic growth.”
He added:
“The City of Culture competition goes beyond arts and culture. It is an opportunity to let people know that Swindon has always been a place that makes things happen. From our railway heritage to our world-leading research and innovation sector, we have a proud history of shaping the future. Our bid builds on that identity and demonstrates how culture can help us attract investment, create opportunity and strengthen pride in the place we call home.”
Dr Rod Hebden, Director of Swindon Culture Collective, said: “If successful, City of Culture 2029 would not simply be a year of celebration. It would be a springboard for long-term benefits, helping us grow our economy, support local talent, increase visitor numbers and leave a legacy that future generations can enjoy.
“Our bid sets out an exciting vision for a year-long celebration of Swindon in 2029, with cultural activities, volunteering opportunities and community-led projects that would leave a legacy for future generations. We are proud of what we have submitted and look forward to the next stage of the competition.”
The bid will now be considered by the UK City of Culture judging panel, which will decide which locations progress to the next stage of the competition.
