Bradford City of Culture could 'kickstart new era' of tourism under new plan
A new plan will seek to build on the legacy of the City of Culture to drive up visitor numbers across West Yorkshire
BRADFORD’S City of Culture year could help kickstart a new era of tourism in West Yorkshire – according to a new strategy.
A new plan to grow West Yorkshire’s multibillion-pound visitor economy was unveiled by tourism bosses in Leeds today, and it says the region can “learn from City of Culture and develop legacy events.”
It also highlights the planned opening of a new Brit School North in Bradford as one of the developments that will add to West Yorkshire’s tourism.
But the plan acknowledges the area faces “challenges” in becoming a tourist destination, including attractions spread out over huge areas and a “negative perception.”
West Yorkshire recently achieved ‘Local Visitor Economy Partnership’ status from VisitEngland, which is a strategic partnership between the region’s five local authorities, chaired by Mayor Tracy Brabin.
The new four-year strategy sets out “how the region aims to build a better and more productive visitor economy, attracting more visitors and inward investment to drive growth, create jobs and help businesses thrive.”
The strategy says Bradford’s City of Culture could help the region learn the best ways to attract visitors. It adds: “Bradford UK City of Culture 2025 represents a huge opportunity to raise our profile- regionally, nationally and internationally. There is also the exciting opportunity to learn from the experience and develop legacy events.”
Business tourism and conferences are one way the region can attract more visitors – and the yet to open Bradford Live is cited as one way to achieve this.
That live music venue will also include conference space.
Referring to the challenges faced in making West Yorkshire a tourism powerhosue – the plan says: “some areas have low awareness among consumers, and perceptions are sometimes negative i.e. northern and industrial.
“West Yorkshire is a relatively meaningless concept to consumers who tend to think of either Yorkshire or individual places/products like Holmfirth or Bradford, for example.
It goes on to say: “Limited hotel capacity and variation outside of Leeds is exacerbated by a number of hotels currently unavailable due to Government contracts.”
Another weakness is the fact that there is “a lack of critical mass in any one place except Leeds City Centre.
“Our ‘must do’ experiences are dispersed across the area which impacts on the way people visit, or do not visit the area with transport around the area a potential barrier.
“We have strong competitors such as Liverpool, Manchester, Newcastle and York for city breaks or culture and business events, the Yorkshire Dales and Moors and Peak District for rural or outdoor experiences.”
Examples of parts of West Yorkshire that can be better promoted include Haworth and its Bronte links, Saltaire, the National Science and Media Museum and Bradford’s national reputation for curry.