Children are being offered free bus travel in a bid to lure families back into Bradford city centre.

Bus company First Bradford is launching the offer over the summer holiday after passenger numbers dropped in the wake of last month's riots.

It will mean that youngsters under 16 can travel anywhere on the company's buses for free when an adult buys a DayRider.

And today business leaders said it was a welcome gesture which would boost trade in the city.

First Bradford managing director Andy Campbell said he was optimistic that people would take up the offer.

"We are doing this offer because it is obvious people have been reluctant to travel into the city since the troubles," he said.

"We are encouraging people to get out and about in Bradford because there is no reason to worry.

"We have got some marvellous attractions in this city, and I do think Bradford tends to undersell itself.

"The indications last week were that things are beginning to get back to normal with passenger numbers increasing."

John Pennington, President of the city's Chamber of Commerce, said he thought it was an "absolutely excellent" idea.

"When we had our meeting for business leaders the other week, there was a suggestion of doing something like this," he said. "Traders realise that it is important to get people into the city.

"This scheme is ideal - an example of the local bus company serving the local community.

"Even if only 20 people use it, it is still 20 people more in the city centre.

"It is a major step forward for the businesses of this city."

To take advantage of the offer, adults must pick up a free FirstCard, available by completing a form on First Bradford buses or in the travel centre at Bradford Interchange. FirstCard holders can then buy a Bradford DayRider for £1.70 which is valid for travel across Bradford after 9.30am.

Two children under the age of 16 may then travel for free.

More information is available by calling 0845 6011831.