New Culture Strategy Unveiled to Help Swansea Flourish

From major events and sporting competitions to heritage attractions, creative industries, libraries, museums and community celebrations, culture plays a vital role in what makes Swansea Bay, Mumbles and Gower such a special place to visit.

Now, Swansea Council has launched its new Culture Strategy for 2026-2031, setting out an ambitious vision to unlock the full potential of culture in creating a thriving, healthy and distinctive Swansea.

The strategy recognises that culture is far more than entertainment. It shapes identity, strengthens communities, improves wellbeing, supports businesses and creates opportunities for economic growth. It also highlights the important role culture plays in attracting visitors and enhancing the area's reputation as a vibrant destination.

Culture Strategy Launch 2026 - audience watching

Why does it matter to visitors?

For anyone choosing Swansea as a place to explore, the strategy promises exciting opportunities in the years ahead.

One of its key objectives is to develop and promote a diverse programme of cultural events that meet the needs of local communities while attracting visitors from further afield. The strategy also supports innovative and collaborative approaches to destination marketing, helping showcase everything the county has to offer on a wider stage.

Visitors can look forward to a stronger, more connected cultural offer that celebrates Swansea's unique character, creativity and heritage. From arts and music to sport, outdoor recreation and the Welsh language, the strategy embraces all aspects of local cultural life.

A group of performers in the National Waterfront Museum

Telling the Swansea story

A major theme of the strategy is "Telling the Swansea Story" by promoting the destination's places, people, communities and businesses nationally and internationally. It aims to better connect cultural attractions and heritage sites, creating more memorable experiences for residents and visitors alike.

The strategy also includes plans to expand access to Swansea's rich heritage collections through digital storytelling and other initiatives that help bring its history to life.

A group of singers performing at the National Waterfront Museum

Supporting growth through culture

Culture is already a significant part of Swansea's visitor economy, and the new strategy places cultural tourism at the heart of future growth.

Under its "Unlocking Growth and Renewal" theme, the strategy aims to strengthen Swansea's cultural reputation, grow the visitor economy through partnership working and support the creative and cultural sectors that contribute so much to the area's appeal.

Alongside major events and attractions, the strategy also recognises the importance of protecting and supporting grassroots cultural organisations that help create the authentic experiences visitors increasingly seek.

A shared vision for Swansea

The strategy's long-term vision is for Swansea to be a place where culture helps people, communities and businesses flourish, with partners across the breadth of the county working together to achieve shared goals.

For visitors, near and far, that means a destination that will continue to evolve, investing in culture, creativity, wellbeing and heritage while celebrating everything that makes this part of Wales unique.

As the strategy is delivered over the next five years, residents and visitors alike can expect to see culture playing an even bigger role in shaping the Swansea story and strengthening the area's sense of place.