"It's always been about more than a weekend of music": WOMAD Festival's Chris Hughes on the next chapter

This piece was originally published in the FIXR Event Industry Trends Report 2026. Download the full report here.

When WOMAD announced its return for 2026 after a year away, the response was immediate and emphatic.

On-sale demand surged well beyond expectations, underlining a wider truth emerging across our report: when events are rooted in clear identity, purpose and community, audiences respond with confidence and commitment.

In this contribution, Festival Director Chris Smith reflects on why stepping back was necessary, what listening to a loyal audience revealed, and how WOMAD’s next chapter is being shaped by the values that have defined the festival for more than four decades.

"WOMAD has always been about more than a weekend of music. Since its inception, the festival has stood for curiosity, cultural exchange, and the simple yet powerful idea that bringing people together – across borders, backgrounds, and beliefs – matters.

The decision to take a year off in 2025 wasn’t taken lightly. But it came from an honest recognition that the long-term health of festivals depends on being willing to pause, reflect and adapt.

That year away gave us space to listen. We spent time listening to audience feedback, challenging our assumptions and asking what WOMAD should look and feel like in its next chapter.

What came through loud and clear was how deeply people care. Not just about the lineup or the logistics, but about what WOMAD stands for. That sense of ownership, loyalty and shared purpose is something we never take for granted.

Our return in 2026 marks both the continuation of our story and a new beginning. We’re opening a new chapter at Neston Park, a site that feels intrinsically part of the festival’s story.

We’ve also chosen to return in a more intimate form. That decision is about protecting what makes WOMAD unique. By scaling thoughtfully, we can remain proudly independent, something our audience consistently tells us matters to them.

The response to our return has been extraordinary.

Tickets for 2026 exceeded expectations almost immediately, with sales targets for launch day exceeded in a matter of hours, and a significant uplift in total ticket sales compared to previous years’ on-sales.

It’s a clear reminder that when audiences feel emotionally connected to an event – when trust, identity and community are strong – demand follows.

In a wider cultural context, this feels especially important. At a time when division, fear and intolerance are too often amplified, spaces that celebrate global culture, creativity and mutual respect feel not just relevant, but essential. WOMAD exists as a meeting place for music, art, ideas and people, and that purpose is as powerful now as it has ever been.

Looking ahead, our commitment is to build on everything that makes WOMAD special while evolving responsibly for the future. The heart of the festival remains the same – a joyous celebration of music, culture and discovery – but the way we deliver it will continue to adapt.

Here’s to the next 40 years!

WOMAD Festival returns from 23rd-26th July. Get tickets here.