The ancient capital of Wales received a timely boost as it bids to become the first-ever UK Town of Culture. Machynlleth was picked by a global travel magazine as one of Europe’s most under-rated destinations.
The Powys town was named by Time Out as a must-visit for 2026. It was singled out alongside 20 other beautiful locations such as Ghent in Belgium, Terracina in Italy and the top pick, Plovdiv in Bulgaria.
The respected tourism guide said more of its readers are searching for “under the radar” alternatives to staples like Amsterdam, Venice and Barcelona. Its travel experts chose the Welsh Town of Culture contender as Europe’s best pick for winter escapes.
Machynlleth last week confirmed its bid to become the 2028 Town of Culture. Eighty contenders from around the UK will slug it out for the £3m top prize and the tourism exposure that comes with it.
Heledd Wyn, a bid team member and director of the town’s Museum of Modern Art, is optimistic. “Machynlleth is a place where history, creativity, and community converge,” she said.
Nestled on the edge of Eryri National Park and within the UNESCO-designated Dyfi Biosphere, Machynlleth has been a meeting point of waters, people, and ideas for millennia. Home to Brythonic-speaking communities, the town was forded by the Romans over 2,000 years ago.
Granted a royal charter in 1291 as a market town, seven centuries later, Machynlleth remains a thriving cultural crossroads. The town has a significant place in Welsh history, being where Owain Glyndŵr set up a Welsh Parliament in 1404 as the last Welsh-born Prince of Wales.
For more than half a century the town has been associated with the Centre for Alternative Technology, even it its focus is now less on windmills and more on sustainable living. Now it also boasts Wales’ only 2-michelin-star restaurant, Ynyshir Restaurant and Rooms, famous for its “culinary theatre” – pairing a 30-course taster menu with music and global flavours.
Time Out has no concerns about recommending the town to its readers. The guide said: “Machynlleth (you can call it Mach, don’t worry) seems like another picturesque Welsh market town with warm smiles and almost obligatory hills.
“But look closer, and you’ll find something truly special. For a start, the nature isn’t just your bog-standard valley; that’s the UNESCO-protected Dyfi Biosphere we’re talking about, a treasure trove of marshes, woodlands, waters, and wildlife.
“Throw in a celebrated annual comedy festival and a contemporary art museum in a chapel, and you’ve got a treat.”
Machynlleth’s Town of Culture bid has a touch of Hollywood(Image: Machynlleth Town of Culture)
Machynlleth’s Town of Culture bid followed a series of meetings and consultations involving almost a quarter of the town’s population. If successful, it will be the first Welsh town or city ever to be granted a coveted culture title by the UK Government.
The team behind the bid say they want to add to Machynlleth’s list of festivals and events. They are also keen to include what young people value about living in the town, what is missing and how culture could better support their futures.
UK Town of Culture 2028
The inaugural competition, run by the UK Government’s Department for Culture, Media and Sport, aims to celebrate towns across the country that demonstrate a strong commitment to arts, culture, and community engagement.
Competition is likely to be fierce. If successful, Machynlleth would be given a bid development grant of £60,000 to work on a full application. The successful town will receive £3m, while two runners-up will receive £250,000 to deliver a year-long programme of cultural activities that showcase their unique identities.
The goal is to inspire local participation and attract visitors from across the UK and beyond.