'At first I tolerated Swindon, now I adore it'

A town said to have hidden "treasures" has been praised for its quality of life.

Swindon was named Britain's best place for quality of life in 2026 in the Property Prosperity Index, which takes into account factors such as like crime, life satisfaction, access to green spaces, commuting times and broadband speeds.

Melissa Sebata runs Hidden Swindon, a social media account which shares local events. She admitted she herself had made a shift from "tolerating Swindon to adoring it" and said many people did not realise the town's worth on first glance.

She said: "I truly believe there is something here for everyone. Swindon's treasures are reserved for those who seek them."

Swindon reached a score of 7.32 out of 10 in the Property Prosperity Index, a study by property sales company Sell House Fast.

One of the key factors which boosted the Wiltshire town to the top of the list was areas such as Coate Water and Lydiard Park.

The prosperity index said there are 39.9 sq m of green space per person in Swindon - the fourth highest statistic country in the country for the category.

The report also said Swindon recorded the second-lowest crime rate in their data, with 69.6 incidents per 1,000 people.

Jack Malnick, managing director at Sell House Fast, said: "People don't just want a 'nice house' anymore, it goes beyond that. They want somewhere that supports their lifestyle, routines and family dynamics.

"They want easier commutes, green space for escaping, reliable internet, and sense of safety."

Swindon Borough Council deputy leader Jake Chandler said: "I say this as a proud Swindonian: I wasn't surprised at all. I could think of dozens of reasons why people take pride in Swindon.

"Swindon has, from my perspective, having lived here my entire life, an unearned reputation where it's the butt of national jokes.

"None of that's reflected in what I see. Many residents will have gripes around the town, that's perfectly normal.

"Swindon, when you compare with all national metrics, we're usually bang in the centre or above. It's disappointing to see lazy tropes played out.

"Swindon has so much to be proud of."

Sebata started Hidden Swindon this summer after a week "when the negativity about the town felt incessant" and hopes more people can find reason "to believe in what Swindon has to offer."

"Hidden Swindon is my contribution of hope for the town," she said.

Rod Hebdon, Swindon Culture Collective director, has lived in the town for 20 years.

He said: "Once you scratch under the surface of the town centre, which does need work because town centres are struggling everywhere, there's just the wealth of community, cultural and grassroots organisations."

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