Working in partnership, Malvern Hills District Council (MHDC) and Malvern Town Council has successfully submitted the Expression of Interest (EOI) for the UK Town of Culture 2028 competition.
The competition is an opportunity for towns to showcase their cultural strengths, creativity, and community spirit. The submission follows extensive consultation with residents, cultural partners and local businesses, including a residents' survey, two public workshops and three steering group meetings. The survey, which closed on Wednesday, 18 March, asked questions about what the area has to offer in terms of arts, culture, heritage, and tourism.
Of the 244 residents who responded to the survey, 86% backed the idea of entering the competition, but over half felt cultural provision could be improved. Residents highlighted key priorities for the future, including increased creative opportunities for young people, attracting more visitors, expanding participation in cultural activities, strengthening local pride, and better celebrating the area's heritage. Insights from the 'Voice of Youth' focus group, involving young people aged 10-23 years old, also emphasised the importance of training, collaboration and empowerment to help them develop skills, confidence and pathways into employment through culture.
The initiative aims to boost local pride, attract visitors, support economic growth, and strengthen partnerships across communities, businesses, and cultural organisations. If successful, the winning area will gain national recognition and secure funding support from UK Government to deliver a year-long programme of arts, heritage, and cultural activities. Victoria Carman, Visitor Economy & Place Manager at MHDC, said: “I'm delighted to have initiated and to have led on developing Malvern's UK Town of Culture 2028 Expression of Interest, ensuring a wide range of cultural organisations, venues, residents, and businesses were actively involved in the consultation—placing community empowerment at the heart of our regenerative tourism approach and UK Town of Culture 2028 competition bid."
Councillor Beverley Nielsen, Portfolio Holder for Economy and Tourism at MHDC, said: “We're incredibly proud to submit this Expression of Interest for UK Town of Culture 2028 and I'd like to thank our MHDC Visitor Economy and Place Manager, Victoria Carman, for compiling it and pulling together the wide-ranging consultations.
“This bid reflects the creativity, community spirit and ambition of Malvern, and we're excited about the opportunities it could bring for residents, businesses and visitors alike. Bearing in mind the focus that young people have brought to the fore in emphasising skills development and training opportunities which we see as vital if we are to create vibrant opportunities for their future in Malvern.” Cllr Marilyn Birks, Mayor of Malvern, said: "We know Malvern can be great place to live and that there is a thriving cultural scene, but I know from chatting to people in my ward and while I've been Mayor that not everyone feels included.
“By bringing the widest range of people together from across all sections of Malvern, we now have an opportunity to make arts and culture available to all. We want to offer everyone who lives and works in Malvern the chance to feel a pride and connection to the town. Let's keep fingers crossed we've made this case and we will be longlisted for the next stage of the competition."
Shortlisted places will be announced in Spring 2026, with winners announced early 2027.
