POLITICANS and business leaders have been quick to defend Swindon after a survey branded it ugly and average – but residents have their reservations.

As reported in the Adver on Saturday, Forward Swindon, the council-funded economic development firm, asked 300 business heads around the country what they thought of the town – and the results weren’t flattering.

Though Swindon did not come out with a significantly negative image, top terms associated with it included “UK average” and “new town”, while 39 per cent of respondents considered the town “ugly.”

Only three per cent saw Swindon as “attractive” or “creative.”

North Swindon MP Justin Tomlinson said Swindon had much to be proud of.

“The £12m award-winning Steam museum and the £6m invested into Lydiard Country Park are just two examples that show residents support and cherish our proud heritage,” he said.

“It is essential that we redouble our efforts to deliver the much-needed town centre regeneration.

“This is key to the perception of Swindon and with our wonderful country parks and vibrant economic and business base, we have a bright future.”

But Kathleen Barton, 81, of Park North, said: “I wouldn’t say it was ugly, but it just needs a bit more work.

“They do need to spend a bit more money.”

Penhill resident Valerie Cowan said she preferred to go to Cheltenham or Cirencester rather than shop in Swindon, as they had more to offer.

“It’s just a rubbish town. It used to be lovely when it was a small town but now it’s not very nice at all,” she said.

But Alistair Kemp, UK PR manager for Intel, has lived in Swindon since 2008 after moving from Royal Wootton Bassett and said the gloomy national mood may have affected local perceptions of the town. “Sometimes I think when the general mood of the nation is down, people are apt to be a bit downbeat about everything,” he said.

“Swindon’s absolutely fine, it’s a perfectly nice place to live. We have been here a long time and it’s a really good place to be, there are lots of great companies here. “If there’s somewhere you want to be in terms of looking for work and having a decent lifestyle in these difficult times, then Swindon’s a good place.”

The £10,000 survey is part of a £300,000 three-year marketing campaign to try and put Swindon on the map and encourage businesses to relocate here, including a new £20,000 website which can be found at www.swindon.uk.com.