Hilton is building its own hotel there, which you may be sure will be decorated with Hamlet Hamburger Bars, the Lear Lounge, the Banquo Banqueting Room, and so forth ,and will be very expensive.
A cynic might speculate that the UK is on the verge of disappearing into an endless fever of self-celebration in its desperation to reinvent itself for, the post-Brexit world: after town of culture, who knows that will follow—village of culture? Suburb of culture? Hamlet of culture?