Leading national arts charity Cheltenham Festivals has just 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 festival activity 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 its programmes.
  • Grow the 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 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, including Visit Cheltenham.  

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. 

“The UK’s cultural context is complex; our vision is simple: building a happier, fairer, more resilient future through equitable access to culture, said Ali Mawle and Ian George, Co-CEOs of Cheltenham Festivals.

 

Ali Mawle and Ian George, Co-CEOs of Cheltenham Festivals

Ali Mawle and Ian George, Co-CEOs of Cheltenham Festivals. Copyright - Still Moving Media, commissioned by Cheltenham Festivals.



“Our new strategy, The Next Chapter, lays the foundations for our continued growth and evolution, as a nationwide values-driven charity.”

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 Pupils programme 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.

 

Images of the four Cheltenham Festivals

Images of the four annual Cheltenham Festivals. Copyright - Still Moving Media, commissioned by Cheltenham Festivals.

 

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

"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.” ~ Dame Judi Dench.

“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   

“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. ~ Corinne Bailey Rae 

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.

To read The Next Chapter and find out more visit – 2026-2030 Strategy | Cheltenham Festivals

The four annual Cheltenham Festivals

FAQs

Who are Cheltenham Festivals?

Cheltenham Festivals are a value driven cultural charity that creates experiences which bring joy, spark curiosity, connect communities and inspire change. Registered charity number 251765. Since Cheltenham Music Festival was established in 1945, the charity’s enduring commitment to championing culture has grown to encompass four world-renowned festivals and year-round learning and participation and talent development programmes, offering everyone an opportunity to explore and create culture. Over 225,000 visitors a year are inspired by the Cheltenham Literature Festival, Cheltenham Science Festival, Cheltenham Jazz Festival and Cheltenham Music Festival. 

Cheltenham Festivals charitable mission and ability to change lives through culture is only made possible by the ongoing support of its patrons, members, funders, partners and volunteers. 

What is the background / history of Cheltenham Festivals?

Established in 1945 in the months following the Second World War, Cheltenham Music Festival was part of a postwar arts festival movement, born from the need for cultural engagement and to highlight and commission new British music.  Cheltenham Literature Festival’s inception in October 1949 followed shortly, making it the world’s first and now longest-running Literature Festival. 

Cheltenham Jazz Festival and Cheltenham Science Festivals followed, together with the development of a learning and participation team, which elevated the charity from a Festival organisation to a national charity in terms of its significant reach and wider social impact. 

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