THE Leeds Road area of Bradford will be promoted as a national visitor destination during 2025.
But one Councillor has warned that there are “longstanding issues” on the busy street that need to be addressed if the area is going to represent Bradford on a national stage.
Bradford Council has put out a tender for a company to deliver a marketing strategy for the busy corridor – home to some of the city’s most popular restaurants, cafes and South Asian businesses.
The contract calls for the campaign to “highlight the cultural richness and diversity” of the street - which runs from the city centre to near the border with Leeds.
There will be a focus on promoting the area and its businesses via social media.
Leeds Road is home to businesses including some of Yorkshire’s most popular curry houses, dessert bars, Asian Wedding stores and Chai cafes.
But it is also an area of the city that faces issues such as problem parking, begging and littering.
Councillor Riaz Ahmed (Lib Dem, Bradford Moor) said it is important these issues are tackled so the “positive aspects of the Leeds Road corridor are not overshadowed by these challenges.”
The tender for the new strategy has been loaded onto the Government’s Contracts Finder website. The contract is worth £70,000, and will run from this November until December 2025.
The posting reads: “The Council's Department of Place, Economic Development Service is seeking to procure marketing expertise to promote Leeds Road as a visitor destination across the district, regionally and nationally.
“The marketing activity for Leeds Road Corridor will be aligned with and complement the Council's Place marketing strategy that aims to boost Bradford's profile, attract investment, and foster a unified brand identity for the city, highlighting its cultural richness and diversity and with City of Culture 2025 activity.
“The supplier will be expected to develop and deliver a clear marketing strategy with digital/social media focus and promotional activity for the duration of the contract period.”
The T&A asked Bradford Council for a comment on the new strategy, which is being funded externally with cash from the UK Shared Prosperity Fund and West Yorkshire Combined Authority.
Councillor Alex Ross-Shaw, Executive for Regeneration, Planning and Transport, said: “The Leeds Road corridor is one of the main gateways into the city and an important economic area where the vibrancy of Bradford’s South Asian population is showcased.
“The area boasts top class restaurants and cafes alongside specialist retailers catering to a UK market for jewellery, homewares, fabrics and the important Asian wedding market. “We have been working with local businesses in Leeds Road to promote it as a specific visitor destination locally, regionally and nationally.
“We're now seeking specific marketing expertise to support delivery of this work as part of the wider visitor economy and growth strategy.”
Councillor Mohammed Shafiq (Lab, Bradford Moor) represents the Leeds Road area. In response to the plan to promote the street, he said: “This is a tremendous opportunity to highlight the cultural richness, diversity, and vibrancy that our area has to offer, while aligning with the broader efforts to raise Bradford's profile, particularly as we prepare to take centre stage for City of Culture 2025.
“One of the standout attractions along the Leeds Road Corridor is the iconic Madni Masjid on Thornbury Road. As one of the most architecturally stunning and spiritually significant mosques in the region, it serves as a symbol of the area’s deep cultural heritage and diversity.
“By including such local gems in the promotion, this marketing initiative will help us showcase the dynamic blend of communities, businesses, and attractions that make our area unique.”
Also representing Bradford Moor, Cllr Ahmed said: “The Leeds Road corridor is home to many businesses that are leaders in their respective fields, and we should indeed take pride in that. However, it is also clear that the area faces a number of longstanding issues that require urgent attention.
“These challenges are well-known to the authorities, yet there seems to be a reluctance from those in leadership to address them effectively. Unfortunately, this inaction comes at the detriment of local residents and has wider implications for the district as a whole.
“The most pressing issues affecting this area include excessive speeding, a disregard for the Highway Code, parking on pavements, and widespread begging at major traffic light junctions.
“These behaviours negatively impact Bradford's reputation, no matter how much is spent on marketing and promotion.
“The irony is that the solution is straightforward—Bradford Council and its partners need to enforce the existing laws and regulations.
“By addressing these concerns, we can improve the safety and quality of life for residents and visitors alike, and ensure that the positive aspects of the Leeds Road corridor are not overshadowed by these challenges.”
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