As one of the key techniques to realize semantic communications, end-to-end optimized neural joint source-channel coding (JSCC) has made great progress over the past few years. A general trend in many recent works pushing the model adaptability or the application diversity of neural JSCC is based on the convolutional neural network (CNN) backbone, whose model capacity is yet limited, inherently leading to inferior system coding gain against traditional coded transmission systems. In this paper, we establish a new neural JSCC backbone that can also adapt flexibly to diverse channel conditions and transmission rates within a single model, our open-source project aims to promote the research in this field. Specifically, we show that with elaborate design, neural JSCC codec built on the emerging Swin Transformer backbone achieves superior performance than conventional neural JSCC codecs built upon CNN, while also requiring lower end-to-end processing latency. Paired with two spatial modulation modules that scale latent representations based on the channel state information and target transmission rate, our baseline SwinJSCC can further upgrade to a versatile version, which increases its capability to adapt to diverse channel conditions and rate configurations. Extensive experimental results show that our SwinJSCC achieves better or comparable performance versus the state-of-the-art engineered BPG + 5G LDPC coded transmission system with much faster end-to-end coding speed, especially for high-resolution images, in which case traditional CNN-based JSCC yet falls behind due to its limited model capacity.