A regeneration chief has sold Bradford to the world -- in one fell swoop.

People from 22 nations have heard of Bradford's attractions and regeneration at the prestigious town and city centre management world congress in London.

It gave the district an unprecedented chance to get on the world map and known in countries including America, South Africa, New Zealand and Japan.

World recognition for Bradford came as regeneration chief Richard Willoughby yesterday chaired a specialist panel on historical destinations and tourism.

The conference was also addressed by Home Secretary Jack Straw, and Housing, Planning and Construction Secretary of State Nick Raynsford. The conference was hosted by the Association of Town Centre Management, the European Federation of Town Centres and the American based international Downtown Association.

Mr Willoughby - assistant director of regeneration for Bradford Council - is a board member of the association.

He was initially head of sales and marketing for Bradford Council before being appointed city centre manager and then assistant director of regeneration

And Bradford has shot into the world limelight as preparations are made to bid this year for the crown of European City of Culture.

Mr Willoughby said: "It is a very, very good platform for Bradford to promote its good practice and I am sure it could attract tourists.

"I have talked about the importance of positively managing the city as a tourist destination."

He stressed the importance of joint working to make the city successful, taking everything through, from a comfortable ride from the Interchange by taxi through clean streets, enjoying the attractions and having a good meal at the end of it.

The Council's Executive member for regeneration Councillor Simon Cooke said he was delighted that Mr Willoughby was promoting Bradford to the world.

He added: "It isn't going to be a magic wand but it is very good for the district."

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