Commissioned as part of the delivery of Salisbury’s Cultural Strategy, the independent study by Counterculture examined the economic and social value generated by three of the city’s cultural institutions - Wiltshire Creative, Salisbury Cathedral and Salisbury Museum - alongside the wider role of Salisbury City Council.

Salisbury is widely recognised as a city of vibrant complexity, combining rich built heritage and natural landscapes with a progressive and community-driven cultural scene. This new research provides robust evidence that culture and creativity are central to the city’s economic vitality and future growth.