News Story

Today Cheltenham Festivals have launched ‘The Next Chapter’, its innovative new 5-year strategy (2026-2030), placing people, place and collective action at the centre of its mission and vision.

By 2030 Cheltenham Festivals will:

Provide 50% of its Festivalactivity for free.
Engage every school with high levels of disadvantage, SEND schools and alternative education providers in Gloucestershire.
Ensure 450,000 children and young people experience culture through our programmes.
Grow our 18-30’s audiences and become recognised as a leading UK arts and culture organisation for young people.
Ensure that 20%+ of speakers and artists on our stages are representative of the global majority.
Raise £37 million to invest back into the cultural economy.
Double Cheltenham Festivals engagement with residents from the most economically deprived areas of Cheltenham.

In a dedicated event held at Cheltenham Science Festival on 4 June, the charity set out how it will widen its impact over the next five years to industry leaders and community champions.

Through the new strategy, Cheltenham Festivals will deepen its commitment to young people, expand how it works with underserved communities, and grow the partnerships that enable creativity to drive meaningful change. With a focus on bold programming, shared learning and closer collaboration, the charity will use culture to spark curiosity, connect communities and inspire change. 

Group of people sat down clapping following a speech by 3 people who are at the front of the room. A TV screen hung high up shows a pyramid of different colours illustrating the 2026-2030 strategy

The UK’s cultural context is complex; our vision is simple: building a happier, fairer, more resilient future through equitable access to culture. Our new strategy, The Next Chapter, lays the foundations for our continued growth and evolution, as a nationwide values-driven charity.
Ali Mawle & Ian George - Co-CEOs of Cheltenham Festivals

The charity’s new strategy responds to a national need to ensure that high-quality cultural experiences remain accessible, relevant and inclusive for everyone. Research shows that engagement with arts and culture can strengthen social connection and belonging, while 91% of adults in England engaged with the arts in the past year, demonstrating the continued importance of culture in everyday life (GOV.UK).

Cheltenham Festivals has a rich 80-year history of bringing joy, championing emerging talent and leading the way in the cultural sector. With four internationally recognised annual Festivals across Jazz, Literature, Science and Music and year-round education and outreach programmes in schools and communities, the charity is dedicated to providing access to cultural activities that improve wellbeing, boost self-esteem and increase participation within society.

Most recently, the strategic direction has focused on the development of inhouse programmes, including VOICEBOX with creative workshops, curated talks and pop-up content for emerging audiences aged 18-30 years, the planned expansion of its Reading Teachers = Reading Pupilsprogramme to include parents and carers from lower socio-economic backgrounds, and FameLab International, the longest-running science communication competition and training programme in the world.

Championing Cheltenham Festivals’ new direction is long-time Festivals supporter Cerys Matthews, Guest Curator for Cheltenham Jazz Festival Corinne Bailey Rae, and Festival President Dame Judi Dench:

Image of Dame Judi Dench smiling at the camera with text overlay that reads "For over 80 years, Cheltenham Festivals has shown how the arts can enrich lives, nurture talent and bring people together. Its commitment to ensuring culture remains accessible, ambitious and inspiring for future generations is more important than ever."

Image of Corinne Bailey Rae performing on stage in a purple jumpsuit with her hands in the air. Text overlay reads "Music changed my life because people encouraged me when I was young. It’s wonderful to see Cheltenham Festivals continuing to open doors for young people, helping them develop their talents and believe in what’s possible."

What makes Cheltenham Festivals so special is the spirit of discovery. Every Festival offers something unexpected and inspiring for its audiences, encouraging us to explore new ideas, new voices and new ways of seeing the world.
Cerys Matthews

The strategy will drive forward Cheltenham Festivals’ unique dual focus of innovative genre-based festivals, alongside year-round partnership-working and inclusive community engagement across the UK and the world. ‘The Next Chapter’ sets out Cheltenham Festivals’ vision for the future: harnessing the power of culture to connect communities, spark a lifelong curiosity for the arts and inspire collective change for a happier, healthier and culturally connected future.