Pretty market town two-hour drive from Wolverhampton among favourites to be named UK Town of Culture 2028

A pretty market town two hours from Wolverhampton is among the favourites to be named UK Town of Culture 2028.

The team at Online Betting Guide have the latest UK Town of Culture 2028 winner predictions and Hay-on-Wye in Powys, Wales, is among the favourites.

Reading is the current favourite, with an implied probability of 60 per cent.

But Hay-on-Wye, a two-hour drive from the Black Country, is in the top five, with an implied probability of 25 per cent, behind Paisley (40 per cent), Hebden Bridge (33.3 per cent) and Frome (28.6 per cent).

Launched by the Department for Culture, Media and Sport earlier this year, the competition invites towns of all sizes across the UK to submit expressions of interest before the winner is announced later in 2026.

The prize structure is significant: one town will receive £3 million to deliver a six-month cultural programme in 2028, with two finalists each receiving £250,000 and development grants available for shortlisted places to work up their full bids.

Unlike many towns that would need to create a cultural brand, Hay-on-Wye is famous worldwide as the original ‘Town of Books’. With more than 20 bookshops and a decades-long literary reputation, it has a distinctive identity that is immediately recognisable.

The annual Hay Festival attracts major writers, thinkers, artists and public figures from around the world. The festival has become one of the UK's best-known cultural events and draws tens of thousands of visitors each year, giving the town an influence that rivals much larger places.

The town also hosts cultural activities and festivals, including literature, music, philosophy and arts programmes throughout the year. Alongside this, the restoration of Hay Castle has created a major centre for arts, learning and community activity.

Rather than relying solely on its historic bookshops, the town now has a significant cultural venue that can host exhibitions, performances and educational programmes.

The town's appeal extends beyond literature. Its historic setting, location on the border between England and Wales, independent businesses, outdoor activities and strong sense of community create a cultural experience that visitors often describe as unique.