Could a Welsh town become the very first UK Town of Culture? Communities across Wales are being invited to step into the national spotlight as the UK launches its inaugural Town of Culture

competition — a major new initiative designed to boost pride, creativity and economic renewal in towns of all sizes.

With applications now open and an 11-week window to apply, towns across Wales — small, medium and large — have until 31 March 2026 to submit an Expression of Interest. The winning town will be crowned UK Town of Culture 2028, receiving £3 million to deliver a year-long cultural programme shaped by local voices.

A once-in-a-generation opportunity for Welsh towns

The competition aims to showcase the depth and diversity of culture found beyond Britain’s cities, giving towns the chance to tell their own stories through new arts venues, performances, workshops and community events. At its heart, the programme is about investing in people and place — creating lasting pride, opening doors to the arts, and supporting local economies.

Led by an expert judging panel chaired by Sir Phil Redmond, bids will be assessed on how clearly towns articulate their unique identity, how inclusive their plans are, and how powerfully culture can bring communities together. The strongest applications will be shortlisted, with each shortlisted town receiving £60,000 to develop a full bid.

From that shortlist, three finalists — one small, one medium and one large town — will be selected. Alongside the £3 million prize for the overall winner, the two runners-up will each receive £250,000 to deliver elements of their cultural vision, ranging from upgraded community spaces to innovative festivals.

Culture as a driver of growth and pride

Announcing the competition, Culture Secretary Lisa Nandy said: “There is so much for Welsh towns to be proud of - from the rich, local history to unique festivals and celebrations. They have shaped our national story for decades. Now it’s time they take centre stage and showcase the unique stories they have to tell.   

We have seen the transformative power of culture through the UK City of Culture competition. I want to make sure that Welsh towns have the same opportunity to make a real difference to their local community and show the world exactly why their town is so special”.

The initiative forms part of the government’s wider Plan for Change, using culture as a catalyst for economic growth, wellbeing and community renewal. It also supports the Prime Minister’s ambition to restore pride in every part of Britain.

Celebrating the character of Welsh towns

From the castle walls of Caernarfon and Caerphilly, to coastal towns like Llandudno and literary Laugharne, Wales is woven together by a rich network of towns, each with its own identity and traditions.

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?”.

Secretary of State for Wales Jo Stevens said:  “All across Wales there are wonderful towns with distinct histories and cultures which make them fantastic places to visit, live and work. 

From the Porthcawl Elvis Festival to the International Eisteddfod in Llangollen, Welsh towns host numerous events that attract visitors from all over the world. They are places with a rich heritage, like Caernarfon with its world-famous castle and Aberystwyth, the home of the National Library of Wales. 

I would love to see a Welsh town be crowned the UK’s Town of Culture to let everyone know what makes our towns truly special”.

The competition also follows the launch of the government’s Pride in Place Programme, announced in November 2025, which will invest up to £10 billion in 244 towns across the UK to tackle long-term under-investment — including funding for culture, green spaces and high streets.

Building on proven success

The Town of Culture initiative builds on the achievements of UK City of Culture, whose most recent winner, Bradford, is projected to generate £389 million in growth. During its year as City of Culture, Bradford saw city centre footfall rise by 25%, attracted more than 3 million attendees, and reported improved wellbeing among 80% of surveyed residents.

With Expressions of Interest now open and the shortlist expected to be announced this spring, Welsh towns have a rare chance to shape their future — and potentially make history — by becoming the UK’s very first Town of Culture. Photo by Jon Farman, Wikimedia commons.