The government has officially launched the UK’s first-ever Town of Culture competition, marking a major new push to restore pride in communities and drive cultural-led economic growth

across the country.

For the first time, towns of all sizes — small, medium and large — are being invited to compete for a national cultural title that has previously only been available to cities. Applications are now open, with Expressions of Interest accepted until 31 March 2026.

A new national stage for towns

The competition will see one town crowned UK Town of Culture 2028, supported by a £3 million prize to deliver a year-long cultural programme rooted in local identity and community voices. Two runners-up will each receive £250,000 to bring elements of their cultural vision to life, from upgraded community spaces to innovative festivals and events.

Three finalists will be selected — one small, one medium and one large town — reflecting the diversity of places that make up Britain’s cultural fabric.

The initiative builds on the proven success of the UK City of Culture programme, but shifts the spotlight to towns that have often been overlooked despite their rich histories, creativity and community spirit.

How the competition works

Towns are being encouraged to put forward bold ideas that celebrate what makes their place distinctive. Bids will be judged on how well they tell their town’s story, engage local people, and deliver a long-term cultural legacy.

An expert panel, chaired by Sir Phil Redmond, will oversee the judging process. Towns that make the shortlist will receive £60,000 to help develop their full bids before a final winner is chosen.

The shortlist of towns is expected to be announced this spring.

Culture as a catalyst for change

The Town of Culture competition forms part of the government’s wider Plan for Change, which aims to stimulate local growth, increase opportunity and rebuild pride in place.

Culture Secretary Lisa Nandy said towns have played a central role in shaping the national story for generations and deserve the chance to showcase their unique identities on a national and international stage.

She pointed to the transformative impact of the UK City of Culture programme, arguing that towns should now have the same opportunity to use culture as a driver of regeneration, wellbeing and economic renewal.

Backed by major investment

The announcement follows the launch of the Pride in Place Programme in November 2025, which committed up to £10 billion to support 244 towns affected by long-term decline and under-investment. Communities will have the freedom to decide how funding is spent — from improving high streets and pavements to investing in culture, green spaces and local facilities.

By encouraging people to engage more with museums, galleries and live performances, the government believes cultural investment can also boost footfall, support local businesses and create jobs.

Learning from past success

The impact of culture-led regeneration is already well documented. Bradford, the most recent UK City of Culture, is projected to generate £389 million in growth, with city centre footfall rising by 25% during its year in the spotlight. More than 3 million people attended events, and 80% of local residents reported improved wellbeing and increased pride in where they live.

UK Town of Culture Chair, Sir Phil Redmond said:  “I am delighted to have been asked to Chair the new Town of Culture competition, as in the past it has been hard to adequately demonstrate the depth, breadth and diversity of the UK’s cultural landscape through the UK City of Culture’s urban lens. 

The two competitions will complement each other while providing more opportunities for more places to both demonstrate and celebrate that creativity is not confined to the great urban concert halls, theatres or galleries. It is in everything we do together. In every town, village, neighbourhood, street or road. 

UK Town of Culture asks what makes your town special? What makes its people proud to be there? And why should that be celebrated?».

What happens next

Expressions of Interest for UK Town of Culture 2028 close on 31 March 2026. Meanwhile, the search for UK City of Culture 2029 is already underway, with the winning place set to receive £10 million.

From coastal towns to market centres and former industrial hubs, the message is clear: Britain’s towns are being invited to step into the spotlight — and tell their story on their own terms.