Ahead of National Storytelling Week (2-8 February), Cheltenham Festivals has set out its ambitions for The Next Chapter of the charity’s future, with a campaign of activities dedicated to creating a world where everyone can explore and create culture.
In support of The National Year of Reading, at a time when children and young people’s enjoyment of reading are at their lowest levels in two decades, the organisation will celebrate the transformative power of stories across science, music, literature - and the arts more widely - to shape our understanding and enjoyment of the world around us.
The announcement follows the charity’s record-breaking 80th anniversary year in 2025, which provided more than 80,000 children with access to culture across its Jazz, Literature, Science and Music Festivals and year-round learning and participation activity.
The Next Chapter
Central to The Next Chapter is a focus on the positive impact of storytelling on our collective futures. In 2026, Cheltenham Festivals will renew its focus on championing the positive benefits of access to cultural activities, with the launch of a new Writing for Wellbeing project responding to the connection between creativity and wellbeing. Details will be announced in summer 2026.
Additionally, the charity’s Reading Teachers = Reading Pupils celebrates its 10th anniversary. For a decade, the programme has established the positive benefits of reading for pleasure for both teachers and their pupils. New for 2026, Cheltenham Festivals will expand the programme to parents and carers from lower socio-economic backgrounds in Partnership with local community groups across Cheltenham.
Through its additional year-round activity and outreach programmes, the organisation will offer fresh ways for audiences, artists, funders and supporters to reconnect with storytelling through different mediums, including but not limited to books, music, composition, poetry, gaming, comics, spoken word, performance and science communication.
Shaping the Future of Culture
The Next Chapter sets out Cheltenham Festivals’ commitment to platforming emerging talent and shaping the future of reading, science communication and music-making. In 2026, the charity will deliver this ambition through its breadth of year-round outreach:
- Cheltenham Literature Festival will play a key role in The National Year of Reading. Cheltenham’s Pay It Forward scheme, which donated more than a hundred books to families, will continue to extend to families in 2026 through partnership with local community groups, ensuring more young people and families can engage with stories, from traditional picture books to comic books and graphic novels.
- Building on the legacy of FameLab following the global science communication competition’s 20th anniversary in 2025, its schools-focused programme, FameLab Academy, will expand its global reach, with Czech Republic being the newest partner for 2026.
- Cheltenham Jazz Festival celebrates its 30th anniversary by welcoming a new Guest Curator for the next three years and a new partnership with Deya Brewery, with details due to be announced on 10 February. Along with Cheltenham Music Festival, both Festivals will continue their commitment to talent development, supporting both established and emerging artists to engage and inspire audiences.
- To further support its commitment to enabling access to culture, Cheltenham Festivals will host a variety of year-round fundraising activities to be announced throughout the year. Supported by Dunkerton's Cider, the organisation will host a quiz night in February to invite supporters to compete for exclusive prizes while supporting the charity. Details can be found here.
- The charity will reveal its new 5-year strategy due to be revealed in May 2026, setting out its vision and ambitions for the future.
Ali Mawle, Co-CEO at Cheltenham Festivals said: “After an extraordinary 80th year, The Next Chapter is about looking forward with purpose.
Through our Festivals, year-round learning and participation programmes and Partnerships, we're committed to breaking down barriers and ensuring more people than ever can discover the joy of cultural participation in its widest forms.”
More information about Cheltenham Festivals year-round learning and participation and outreach work can be found here.