I visited the gorgeous little city that’s officially UK’s kindest – people were so polite | UK | News

Once you arrive in Norwich it doesn’t take long to see why it’s by far the UK’s kindest city. Dubbed the “capital of East Anglia”, its population has grown over the past decade as people moved from London desiring a gentler pace of life without losing urban benefits.

The area, which now has 144,000 residents according to the 2021 Census, has become increasingly famous for its quaint, winding streets filled with more than 300 independent shops and 31 medieval churches. But after the Benefact Group put Norwich at the top of its ranking of good cities for 2025, the city is now known for quality money can’t buy; a level of generosity and warmth that I have not seen anywhere else. The city has won praise for its charity nominations, while its graciousness is on show as day trippers arriving by bus are immediately greeted by Norwich City Landlords.

The mere fact that public interest guides exist, created by the Norwich Business Improvement District (BID) to replicate the Producers of the 2012 London Olympic Games, tells you a lot about the culture of the city.

When I visited, attendants, characteristically wearing blue robes emblazoned with the words “I’m here to help,” gave visitors directions, pointed out places of interest, and made everyone feel welcome, including me.

“We are all volunteers and love meeting people,” said Moira, one of the hosts who selfishly declined to give her last name to avoid the spotlight.

“We’re proud of our city. It’s a great place. We just welcome people and put people at ease.”

Even before I met Moira and her fellow volunteers, Judy and Tina, I knew I was in for a very special welcome.

When I contacted Norwich BID, the city council and Norfolk Chambers of Commerce to say I would be visiting, they were quick to show me around and tell me about the “beautiful city”, a nickname dating back to the 19th century.

Stefan Gurney, chief executive of Norwich BID, believes the spirit of the city comes from diversity and a willingness to accept a wide range of cultures.

“I think Norwich is one of those truly unique cities,” he told me.

“It has a history of people coming to the city, bringing a lot of cultural diversity, and it has always been an open city.

“We have Norwich Lanes, full of independent spirit. We have Magdalen Street, with Eastern European and Asian cultures. You can find all of this in a microcosm in Norwich, which is a beautiful city.”

Many towns and cities have struggled to maintain their identities after the economic turmoil of the last 15 years stunned high streets.

“When the crash happened in 2008, we realized there was going to be a change in the way people use cities,” Mr Gurney said.

“We were very keen to think about Norwich in a different way and started to move towards an experience-led approach, so it wasn’t just retail.

“As a collective, the city’s big retailers, major cultural players and local officials have all said: ‘We need to think about what the city will start to be like in the next 10-15 years.’

“Norwich is not getting hollowed out because it hasn’t just kept filling up with retail, that’s the case now.

“We’re not like a generic main street. It’s more of a mixed-use downtown. We have that diversity.”

To achieve this, business rivals put aside their differences for the greater good of preserving a vibrant town center that is a sign of Norwich’s community spirit.

“We have a lot of stores that have to compete,” Mr. Gurney said.

“But they’ve realized that pushing unique spaces in the city doesn’t hurt them; it’s an advantage. They’re all pooling their collective funds and assets so we can move the city forward as a whole.”

“It’s a very collaborative city. We have a lot of people who understand that the best way to make this work is to work together.”

Mr Gurney said Norwich’s “engaging spirit” was also visible among residents.

“If you ask anyone from Norwich they’ll be helpful,” he said. “They won’t look at you like you’re an alien, they won’t care.

“They are passionate about the city and very knowledgeable. You can ask a general person on the street where something is and they will take the time to tell you.”

Upon his arrival in Norfolk in 2009, Henry Layte built The Book Hive from scratch, resulting in two successful publishers and the huge literary success it is today.

The 48-year-old has noticed a huge difference in how supportive Norwich is compared to other cities.

“I worked in theater in London for years,” he said.

“You have an idea and people say: ‘Cool, do it and then get back to me.’

“Whereas in Norwich people are saying: ‘How can we get involved? How can we be a part of this?'”

Noting that students from the University of East Anglia or Norwich University of the Arts often stay, he added: “This doesn’t happen in many cities because it’s such a nice place to live.”

Jonty Young, of the Norwich Lanes Association of Independent Shops, where The Book Hive is based, added: “It’s a very friendly place. If you disappear for a few days and come back, you realize how nice it is.”

“You feel like the fresh air is coming back. There’s something going on here every night. No matter what life you’re in, you’ll find something interesting.”

Jack Weaver, chief operating officer of the Norfolk Chambers of Commerce, also described Norwich as “a very safe place to live and work”.

He added: “Once you come here and experience it, you want to go back there.

“If you go and live in the West Midlands or London or somewhere like that, you probably don’t get the same kind of sense of community.”

Former Norfolk Chambers chief executive Chris Sargisson said the people of Norwich were asking each other “are you okay?” He expressed his way of asking: “How are you?” Instead, it tells you a lot about the compassionate nature of people.

“It’s a friendly gesture because they usually want to know you’re okay,” he added.

“If the answer is no, they say, ‘okay, I know someone who can help.’

“So there’s an intimacy that I think comes from that sense of community. It’s very much in the DNA.”

The man standing in the street and speaking to me in characteristically polite manner was Charles Levien, 83, from nearby Foulsham.

Like everyone I spoke to, he was extremely polite when he said of Norwich: “As a city, it has heart.

“It’s very friendly. There’s a tradition of being very friendly to strangers. I think that’s a very important aspect of the Norwich concept, especially nowadays.”

I may be a stranger to Norwich for a day, but I know that if I return, I will be welcomed with open arms.