Cheltenham has secured its Purple Flag award for the eleventh year in a row, confirming the town’s reputation as a safe and vibrant place after dark. The accreditation, announced on 21 May 2026 by the Cheltenham Borough Council, recognises the quality of the evening and night-time economy between 5pm and 5am, much like the Blue Flag scheme for beaches. The award from the Association of Town & City Management looks at safety, diversity, vibrancy, accessibility, cleanliness and how well local groups work together.
Inspector Steve Benbow of the Cheltenham Neighbourhood Policing Team emphasised the ongoing focus on protecting women at night. He said: “My team regularly patrol in the town centre and where unacceptable behaviour towards women is identified, we will respond appropriately, as tackling male violence and intimidation against women and girls is a priority.” His comments underline the zero-tolerance stance that forms part of Cheltenham’s wider strategy to keep visitors safe. Cllr Jamie Jamieson, cabinet member for safety and communities, said: “We’re proud to have held Purple Flag status for 11 years running. It’s a great reflection of the work that goes into making Cheltenham such a welcoming place to enjoy in the evening.”
The successful submission highlighted several key developments, including the town’s branding as a Festival Town, the Cheltenham BID securing a new five-year term and the Business Crime Reduction Partnership gaining national accreditation. Francesca Inman, chief executive at Cheltenham BID, said: “Retaining Purple Flag status for 11 years, is a fantastic achievement for Cheltenham and reflects the strong partnership working across the town.” Other initiatives in the bid included the Violence Against Women and Girls (VAWG)/Night Charter and the Nightcare Hub.
The award is backed by a wide partnership including Gloucestershire Constabulary, Cheltenham Safe, Street Pastors, Cheltenham Guardians, the University of Gloucestershire and the licensed trade through the Cheltenham Nightsafe scheme. Cheltenham first earned Purple Flag status in 2016, and the latest renewal shows that these coordinated efforts continue to keep the town centre appealing and secure for everyone heading out in the evening.
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