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The targeted investment aims to benefit disadvantaged neighbourhoods by focusing on areas with the highest deprivation and weakest social infrastructure. In Neath Port Talbot, the Upper Afan Valley has the highest average rank of deprivation.

The criteria to be considered for the Pride in Place Programme is set by the UK Government and takes a range of factors into consideration, including population, employment prospects, health, economic inactivity and more.

Neath Port Talbot Council was one of eight local authorities across Wales to be identified as a PIPP candidate and can only recommend one area to benefit from the funding.

Cabinet Member for Economic Growth, Councillor Jeremy Hurley says: “If approved by UK Government, this money for the Upper Afan Valley is an optimistic sign of investment in what is – on average - the most deprived area in Neath Port Talbot.

“I hope the UK Government approves our recommendation so that the community can benefit.”

The Cabinet will now seek endorsement from the relevant MPs and MS’ whose constituencies cover the preferred neighbourhood, before formally submitting the application to the relevant UK Government Ministers in Westminster.

You can find out more about the criteria set by the UK Government by reading the report in full here: https://democracy.npt.gov.uk/documents/b39238/Pride%20in%20Place%2007th-Jan-2026%2014.00%20Cabinet.pdf?T=9

There is more information on the UK Government’s Pride in Place Strategy here: https://www.gov.uk/government/publications/pride-in-place-strategy