29/07/2025: Swaffham shortlisted in national competition recognising the UK's thriving towns

Breckland Council is proud to announce that Swaffham has received national recognition after being selected as one of the UK's thriving towns. Swaffham was recently shortlisted for Visa's Let's Celebrate Towns competition in the Future Skills category among just a handful of other towns. The town's submission, driven by Breckland, focused on its innovative work of using heritage skills to support employability. 

In April 2024, Breckland launched the Swaffham - A Historic Market Town programme alongside its partners Historic England, Swaffham Town Council, The National Lottery Heritage Fund, Norfolk & Norwich Festival and the Cultural Consortium, building on the success of the High Street Heritage Action Zone to revitalise the town centre through heritage. The ongoing Swaffham - A Historic Market Town programme aims to restore historic buildings and create a greener, safer, and more appealing high street while also empowering local businesses to boost the overall appearance of the town through the Building Improvement Grant Scheme and Shopfront Repair and Redecoration Grant Scheme. 

One goal of the project is to encourage Swaffham residents of all ages to feel a sense of ownership and pride over their town, while upskilling younger generations and preparing them for their future careers. Thanks to funding from The National Lottery Heritage Fund and partnership with the Norfolk & Norwich Festival, Breckland has helped deliver vital community engagement and training initiatives that provide essential heritage skills and education to young people in the building trade, nurturing a deeper connection to the history of their town - and equipping them with the tools and knowledge to take care of it. 

Representatives for Breckland Council attended the award ceremony on Wednesday, 16 July, at the House of Lords. Also present were town representatives, local MPs, and executives from Visa and the British Retail Consortium.

Cllr Paul Claussen, Breckland Council's Executive Member for Economic Development and Growth, said: "I am delighted to see Swaffham shortlisted as one of the UK's most forward-driven towns. This nomination reflects the passion of our community, the dedication of our partners, and our shared commitment to preserving and promoting the town's rich heritage. We will continue investing in Swaffham, fostering in younger generations an interest in their town's history and ensuring that it remains a vibrant place to visit, work, and live." 

Tony Calladine, East of England Regional Director, Historic England, said: "The Swaffham - A Historic Market Town programme has created innovative opportunities for local people, particularly for young people to engage with Swaffham's heritage in ways that can help them in their future lives and careers. This award nomination is recognition of the collaborative approach to improving Swaffham as a vibrant place to live and visit, with heritage at the heart of its revitalisation."