The postcard was created following an invitation from the Department for Culture, Media and Sport (DCMS), which asked every town bidding for the title to submit a postcard showcasing what makes their place unique. Although the request came with just four days’ notice, the result is a vibrant design that reflects Harrogate’s heritage, community spirit and cultural ambition.
The artwork brings together many of the things that make Harrogate special. Inspired by the town’s spa heritage, beautiful gardens and welcoming atmosphere, it features recognisable landmarks alongside scenes of everyday life, celebrating creativity, wellbeing and the people who make Harrogate such a wonderful place to live and visit. The accompanying message, “Water. Wellbeing. Welcome.”, captures the essence of Harrogate’s past, present and future.
Perhaps the most distinctive feature of the postcard is found on the reverse. Instead of creating a fictional message, the Council chose to feature the genuine reflections of an overseas visitor who stayed with the Mayor of Harrogate in May this year. Her handwritten account describes Harrogate’s beautiful architecture, expansive green spaces, friendly residents, independent shops and excellent transport links—offering an authentic perspective on the town from someone experiencing it through fresh eyes.
Mayor of Harrogate, Councillor Viv Poskitt, explained why this approach was chosen:
“The words on the back of our postcard weren’t written for a competition – they came naturally from someone experiencing Harrogate for themselves. She’s my son’s aunty who comes to visit regularly and I simply asked her what she would write about a visit to Harrogate. Her heartfelt comments perfectly capture the warmth, beauty and welcome that so many people experience here. We wanted our postcard to tell Harrogate’s story through genuine eyes, and I believe the finished design reflects the creativity, pride and collaborative spirit that make Harrogate such a special place.”
The postcard is one of many being showcased by DCMS as part of a nationwide celebration of the towns competing for the inaugural UK Town of Culture 2028 title. Every submission has also been accepted into the permanent collection of National Museums Liverpool, creating a lasting record of this landmark competition.
While the postcard does not form part of the competition’s judging process, it provides another opportunity to showcase Harrogate’s identity on a national stage. More importantly, it demonstrates the creativity, collaboration and civic pride that underpin the town’s ambitious bid.
We encourage everyone to view the postcard, share it with friends and family, and help celebrate everything that makes Harrogate such a special place. Every conversation about our town helps tell the story of why Harrogate is ready to become the UK’s Town of Culture 2028.