Plans for the theatre propose a 1,200 seat venue, which could be built on the site of the demolished old bus station on Manchester Road.

The City of Culture, which is awarded to a UK large town or city once every four years, is not only recognised across the country but also brings a £10 million cash injection for the winner.

Although Swindon is a town, it is deemed ‘too large’ to enter for Town of Culture which has a population cap of 70,000.

The international competition does not involve itself in English definitions of a city (e.g. places which have cathedrals or universities) and instead defines a place only on size, with Swindon being considered a mid-size European city.

Many previous winners of the title, which include Derry, Hull, Coventry and Bradford, have boasted large entertainment spaces.

The Abba Voyage Arena in London, designed by the company which has proposed a potential design for Swindon (Image: Stufish)

Artist’s impressions of the design of a new entertainment venue planned for Swindon (Image: Stufish/SBC)

“We are now confidently and assertively putting ourselves forward as this nation’s city of culture, which we think we absolutely deserve,” said Marina Strinkovsky, cabinet member for placemaking and planning at Swindon Borough Council.

“We do have a plan for a new entertainment venue in Swindon and it will be 1,200 seats which we think is the sweet spot between what’s needed and what’s realistic in Swindon in terms of our catchment area.

“It’s big enough that it will allow us to attract large international and national West End touring shows and to showcase them to a larger audience.”

Responding to concerns the venue won’t be as big as other cities, she added: “I’m not sure that a 5,000 seat arena is right in this particular location, but that’s not anything to do with what Swindon is, it’s to do with where Swindon is.”

Swindon’s bid to become a ‘City of Culture;’ was announced at the town’s Creative Studios (Image: Newsquest)

The announcement of Swindon’s newest bid for City of Culture drew strong support from across Swindon’s artistic community, with representatives from a range of local groups in attendance, including partners from Swindon Music Service, Swindon Heritage Preservation, Swindon Festival of Literature, Wyvern Theatre, Zurich Community Trust and Swindon Youth Voice.

Kate Wyatt, head of culture, heritage, arts and special events at Swindon Borough Council, has only been living in the town for six months but says she’s already been blown away by the town’s cultural offering.

“I have been genuinely blown away by everything I found here. Not simply the immense talent, but the way the sector collaborates and works together,” she said.

“The heritage, the can-do attitude – it struck me that Swindon is a place that has been at the forefront of innovation for centuries.

“I am really proud to now call myself a Swindonian and I’m really proud to work for a council that understands the importance of heritage and culture.

Councillor Marina Strinkovsky believes that Swindon already has what it takes to win (Image: Newsquest)

“What I love about the City of Culture is that they really ask a place to understand who they are and what they are – the good, the bad and the things that still need working on.

“Yes, right now we don’t have a bigger entertainment venue, but culture happens everywhere. It happens in the streets, it happens in our venues, in our open spaces, in our heritage, in our buildings yet to be developed.

“If you look at a lot of events that have happened in previous City of Culture places, they’re out on the streets where everyone can come along.

“So I think it’s really exciting that we have a plan for a new venue and hopefully this will be part of the energy around that, but actually culture happens in so many places.”

The longlist for the 2029 UK City of Culture is expected to be announced in March 2026, with the shortlist being released by the autumn.

Swindon residents are expected to know if their town has won or lost by late December 2026/early January 2027.

Other areas also bidding for the title include Plymouth, Wrexham, Ipswich, Portsmouth and Bristol.

Shortlisted cities will receive £125,000 to support their bids, and longlisted cities will get £60,000 for bid development.