Bradford has been praised as a Yorkshire "cultural heartland" by a tourism chief who said it had more to offer than many other European cities.

David Andrews, chief executive of the Yorkshire Tourist Board, spoke as a major partnership project was launched involving the Council and the district's businesses.

The aim is to combine budgets, expertise and experience to create a superior marketing force which is expected to bring huge benefits to the district.

So far, 30 businesses including Hilton Hotels, Bradford City Football Club, Bradford Retail Action Group, The Colour Museum, Haworth Youth Hostel and the Guide Post Hotel have signed up to attend conferences called to form the partnerships.

Bradford City Football Club has also told the Council it is interested in playing a part in swelling the district's tourism figures.

Mr Andrews, who attended the first conference at the Midland Hotel, Bradford, yesterday said: "It is a huge opportunity for everybody to work and shout together.

"Partnership is the best type of action and it should be remembered that personal recommendation is a main reason for people visiting areas."

He said he was keen to be involved in the project and believed campaigns could be linked to boost Yorkshire and Bradford.

Mr Andrews added that everyone could benefit from the tourism industry: from window cleaners to hotel owners.

"Bradford can be just as big as it wants to be," he said.

Councillor Simon Cooke, the Council's executive member for corporate and regeneration, said: "People would be mad to miss out on Bradford. They know about the big attractions but only have to visit to find out how much more there is.

"There are great buildings and countryside just a spit away. There are numerous museums, the Colour Museum, Peace Museum, Bolling Hall, Cliffe Castle and of course the National Museum of Photography Film and Television.

"When we started to say we were serious about tourism in Bradford in 1988 people laughed at us. But in fact we are showing the way."

John Pennington, president of Bradford Chamber of Commerce said: "It has to be good and we welcome anything which boosts the economy."

Other conferences are being held on Monday, January 20, between 5pm and 7pm at Victoria Hall, Victoria Road, Saltaire, and Tuesday, January 21, from 2pm to 4pm at Westwood Lodge, Ilkley Moor.