Mission 3: Thriving Communities and Culture

Gloucestershire’s thriving market towns and historic city are central to the county’s identity and heritage. Each place contributes its own story, shaped by history, community, and character. This diversity is a strength but also brings shared challenges - particularly around the transformation of traditional high streets, the renewal of the built environment, and the need to attract new business and deliver financially attainable housing.

The county's vibrant cultural and creative arts industries are integral to this identity and are a key focus for growth and support, particularly as a nationally recognised sector. Embracing these opportunities will be key to ensuring Gloucestershire remains vibrant, inclusive, and economically resilient.

Culture as a catalyst for growth

Culture is central to Gloucestershire’s identity and economic vitality. The county’s renowned festivals, historic landmarks, sporting excellence and creative industries connect communities, attract visitors, and foster pride. Cultural assets not only enrich lives but also support local economies and social cohesion.

Embedding culture in regeneration enhances identity and supports inclusive, people-centred growth. Locally specific, place-based strategies and leadership actively contribute to the cultural, heritage, and economic health of our communities. We will continue to collaborate with towns, parishes, businesses, and community stakeholders to shape the fabric of daily life and experiences for all residents and visitors.

Cheltenham is recognised as a national cultural exemplar and serves as a creative and economic catalyst for the county, with its renowned festivals and events driving visitor spend and supporting local businesses. This strengthens and enhances the county’s profile as a destination for investment and talent. Its vibrant cultural calendar plays a vital role in sustaining the hospitality sector and strengthening an already richly diverse county visitor economy, attracting thousands of visitors annually and generating significant economic value for the region.

The role of sport

Sport is one of the few sectors that drives multiple outcomes including GDP growth, job creation, health outcomes and community cohesion. Used smartly, it is a regeneration tool supporting rural and town centres, the hospitality sector and tourism.

Gloucestershire has a rich culture of sport – rugby, cricket, football, horse racing etc.  Hartpury University and Hartpury College is a national centre for sports education, and the University of Gloucestershire, local colleges, and community hubs support the ecosystem.

There is significant potential for job creation (e.g. coaching, facility management, events, hospitality, sports science — especially for young people and career switchers) and sport-related events (e.g. Cheltenham Races, cricket matches, youth tournaments) which bring visitors, spending, and national profile.  Fitness tech, sustainable sport infrastructure, and inclusive sports services are all growth niches.

Sport can help tackle inequalities through programmes for girls/women, disabled people, low-income areas, and ethnic minorities.  Gloucestershire has the top Women’s rugby team in the country.  Sport can be a vehicle for inclusion, youth diversion (from crime), and social mobility.

Sport can also link into environmental leadership – Forest Green Rovers are already leading in sustainable sport, and more sport venues could follow suit creating green jobs, reducing emissions, and drawing eco-conscious sponsors and visitors.

Sustainable tourism and green infrastructure

In 2024, Gloucestershire welcomed over 18-million-day visitors, contributing £720 million in daily spend and nearly £1.3 billion in visitor spend overall with the industry creating 7% of the county’s employment. Sustaining this success requires a balanced approach to tourism - one that values local character, supports green infrastructure, and promotes year-round, climate-resilient visitor experiences.

It is imperative to enhance and capitalise on our existing natural, cultural and heritage assets such as our extensive waterway networks in Stroud and Gloucester and how these assets provide opportunity for leisure activities, quality of life and the area.

To ensure Gloucestershire continues to thrive as a visitor destination we will continue to encourage further adoption of green tourism practices. This will enhance the value of the local offer while encouraging visitors to “slow tourism” increases opportunities to get visitors to spend more time and money in the county. It is also about future-proofing the visitor economy by adapting to issues caused by climate change, embracing off-season promotion, digital innovation, and skills development. We are also committed to strengthening local supply chains, investing in green infrastructure, and promoting low-carbon and active travel - delivering both environmental and public health benefits.

We fully understand that the beauty and richness of the natural environment is critical to the attractiveness of so many locations in Gloucestershire as tourist destinations. It is therefore commercially imperative, as well as ecologically imperative, that tourism is used as a reason to protect and improve our natural environments rather than to undermine them.

Mission 4: Environment, Housing and Infrastructure