SWANSEA Bay has thrown its hat in the ring for UK City of Culture 2017 status.
The submitted bid highlights the region's rich industrial heritage, pioneering universities, diverse communities and thriving contemporary art.
Swansea Council has made the bid in partnership with Neath Port Talbot and Carmarthenshire councils.
And it has been supported by none other than former Doctor Who showrunner Russell T Davies.
He said: "This city has always been a crucible of talent, imagination and energy. I think it would be wonderful for the rest of the whole world to see what we have to offer."
The region will compete against other parts of the country like Aberdeen and Plymouth to land the coveted status.
Nick Bradley, Swansea Council's cabinet member for regeneration, said: "The aim of the City of Culture initiative is to build on the enormous success of Liverpool's year as European Capital of Culture in 2008, which had significant social and economic benefits for the area.
"Landing the status would also raise our reputation as a hotbed of culture, not just in the UK but across the world, helping attract more visitors and investment here in future."
The 2017 bids will now be considered by an independent advisory panel chaired by TV producer and screenwriter Phil Redmond. A shortlist will be announced in June.
If the bid's successful, Swansea Bay's programme for 2017 would build on the area's strengths. Some of the programme ideas include a Pete Ham Festival for unsigned musicians, a hi-tech history lab on the Hafod Copperworks site, and a children's pageant of drama, song, dance and design. It's also being proposed that the region's leaders could work with the British Lions rugby management to announce the 2017 squad in Swansea Bay.
David Phillips, Swansea Council leader, said: "Swansea Bay is an area of terrific cultural diversity that already boasts a proud industrial past, leading museums and art galleries, world class sports teams, award- winning scenery and creative, resourceful people.
"This provides a culture and quality of life that are second to none, helping further enrich day to day life in our communities."
He added: "In 2017, we want the world to join us and celebrate not the culmination, but the beginning of a cultural journey."