as London gears up to welcome millions of British and overseas visitors for the 2012 Olympic Games, Bradford could be set to benefit from those who want to avoid the spectacle, according to regional tourism chief Gary Verity.

The Welcome to Yorkshire boss says Bradford could be an ideal sanctuary for people keen to get away from the hype and bustle of the big event.

“A recent survey revealed that 67 per cent of Londoners want to escape the Olympics, so a key part of our marketing activity this year will be to promote Yorkshire to Londoners as a haven of peace and quiet away from the overcrowded streets of the capital.

“With its ideal location handy for the Yorkshire Dales, Bronte country and its own attractions such as the National Media Museum, Bradford can expect to be among those parts of the county which will appeal to those seeking an escape route from the Olympics .

“We’ll be doing our bit to attract even more people to Yorkshire by promoting it to the London market more strongly than ever. Yorkshire has been bucking national trends by attracting more people to visit, stay longer and spend more, and we have more exciting plans for 2012.”

Gary, a successful businessman turned tourism chief, has overseen a growth in the value of regional tourism from £5.9 billion to £7 billon since Welcome to Yorkshire was launched in 2009.

Last year, the Government highlighted Welcome to Yorkshire as ‘an exemplar of excellence’ in destination leadership to the rest of the country, and Yorkshire was now on the global map as a destination for leisure and business visitors.

The climate of austerity should also help the local tourist trade as more people seek value-for-money holidays in the UK – and Bradford was well-placed to cash in on its established record as a short-break destination.

“I think Bradford’s time has come. The new City Park has been completed and forms a crucial part of the regeneration of the city centre. There are also positive vibes around that developer Westfield will start work on the retail mall sooner rather than later, which would be a real signal of revival and provide an added attraction once completed.

“Bradford is home to many leading successful businesses and there’s plenty to feel positive about in the district.

“We have a commitment to highlight the attractions of the region’s cities, and Bradford is very much part of that work. It’s a city with a strong history and heritage, good communications and a proximity to some leading visitor attractions, “ said Gary.

Tourism is worth more than £500 million a year to Bradford’s economy, with an estimated 8.6 million day trips within the district. More than 13,500 jobs are supported by the tourism and retail sectors.

Tourism hotspots around Bradford are Haworth, Ilkley, Saltaire and Bradford itself.

Visitors from around the globe are attracted by the Brontes, Keighley and Worth Valley Railway, Ilkley’s Cow and Calf Rocks, White Wells, the National Media Museum, Cartwright Hall, Little Germany, as well as the UNESCO World Heritage Site of Saltaire village and Salts Mill.

In March, the National Media Museum will unveil the new Life Online gallery which will be the world’s first featuring the history and impact of the internet. The museum was last year voted the best indoor attraction in Yorkshire.

Gary said: “Bradford can claim two world firsts with the new gallery and becoming UNESCO’s first City of Film, and also includes the World Heritage Site at Saltaire village, which can only boost its appeal to visitors.”

Due partly to Welcome to Yorkshire’s efforts to promote regional tourism, around 4,000 jobs have been created since 2009, taking tourism-related employment in the county to nearly 30,000.

The level of domestic holiday visits to Yorkshire had increased by 16 per cent, compared with a three per cent decline nationally, according to the Great Britain Tourism Survey for January to May 2011. This boosted the amount spent by domestic visitors by 38 per cent, against a ten per cent drop nationally.

The number of overseas visitors to Yorkshire rose by 16 per cent and the value of such visits increased by 22 per cent.

Gary said: “This has not been achieved in isolation. The successes have resulted from collaborative working with local authorities, tourism businesses and the Yorkshire business community. Tourism is one of the few growth industries in the current economic climate.

“As the county’s official destination management organisation, we will continue to play a full and active role in leading, shaping, directing and co-ordinating the development of the visitor economy across Yorkshire. We have ambitious ideas for marketing and PR campaigns and initiatives supporting business development, growth and performance within Yorkshire.

“We have a business plan in place for the next three years with funding from a portfolio of income streams from both the public and private sectors, including membership, local authorities, grants and sponsorship. We are confident we can continue the award-winning and high profile work promoting Yorkshire.”