Ranking Britain’s Friendliest Cities for Business & Living

A 2025 community sentiment study conducted by Aviva surveyed over 6,000 UK adults and found that a striking 90.4% of people in York agree that their local area is friendly, making it the top-ranked city for community warmth. Exeter and Plymouth followed closely behind, with 85.7% and 84.9% respectively.

In the North, Manchester also edged into the top ten in neighbourly trust, alongside Exeter and Bath.

These stats tell a bigger story. Friendliness isn’t just subjective goodwill; it correlates with quality of life, trust, and broader community wellbeing.

York – Topping the Friendliness Charts

York’s lead reflects more than heritage charm. As a compact historic city with active civic engagement and strong social infrastructure, it shines in national rankings. Nearly 91% of residents rate the community as friendly, and 79% say their neighbours are trustworthy.

York offers proof that a strong sense of community meshes well with business success, places where employee and customer well-being can be positively shaped by local sentiment.

Exeter – Trust and Green Space

With 85.7% saying their community feels friendly, and over 92% expressing neighbourly trust, Exeter stands out. Its blend of green spaces, compact city planning, and cultural nods makes it attractive for families to relocate to, and as a place for businesses keen to invest in areas that hold both lifestyle and reputation appeal.

Plymouth and Bath – Coastal and Cultural Harmony

Plymouth (84.9%) and Bath (83.7%) also ranked high in community friendliness. Plymouth’s coastal connections and Bath’s tourism-fuelled hospitality-focused economy both tie into their positive sentiment scores.

Glasgow, London & Edinburgh – Consistent Crowd-Pleasers

Condé Nast’s Readers’ Choice Awards for 2024 named Glasgow the friendliest city with a remarkable 97.14/100, followed by London (93) and Edinburgh (91.11), also in Scotland. These figures speak well to the friendliness of Scottish cities and London being nearly on par, but they also suggest that even large urban centres can create a sense of connection and charm.

London, despite its scale, scored well for consideration and warmth. Even with the typical hustle and bustle of Central London business locations, the capital scored highly throughout. Edinburgh also stands out, with Time Out recently ranking it the best UK city for young people, with 95% also rating access to green spaces highly.

Wolverhampton and Oxford – Rising Stars in Liveability

In a citizen-led Move iQ survey of 3,000 UK residents to rank their cities for different quality of life metrics, Wolverhampton topped the friendliness factor with a score of 8.23/10, followed by Worcester and York.

Oxford also earns regular praise. Its university-rooted diversity and kindness secured its #1 rank as the top city in the UK's Friendship Index poll.

Why These Friendly UK Cities Matter for Businesses

1. Talent Retention: Cities known for warmth often foster stronger employee loyalty. Feeling part of a welcoming place can be just as important as workplace perks.
2. Community Marketing: Networking events and local brand partnerships go smoothly when the city itself is seen as approachable.
3. Resilience in Adversity: Business communities thrive in regions where neighbourly trust and civic cohesion run high.

Britain’s friendliest cities present a pattern. Many are historic, mid-sized, or culture-rich; characteristics that support trust, cohesion, and pride.

Whether you’re a first-time visitor to the UK, looking to move your family here, scouting for a new satellite office, wanting to completely relocate your small business, or advising your clients on where to put down roots or set up shop, the above friendly cities offer a triple benefit: warm welcomes from locals, high scores in liveability, and resilient business communities.