Road to be promoted as culture year destination

Leeds Road is a key route in and out of Bradford city centre

One of Bradford's busiest roads will be promoted as a national visitor destination during its year as UK City of Culture 2025.

Leeds Road, which runs from the city centre to near the border with Leeds, is home to some of the city’s most popular restaurants, cafes and South Asian businesses.

But one councillor warned about “long-standing issues” on the street that needed to be addressed if it would be representing Bradford on a national stage.

According to the Local Democracy Reporting Service, the council put out a year-long £70,000 tender for a company to deliver a marketing strategy for the street.

Alex Ross-Shaw, the council's executive member for regeneration, planning and transport, said the authority was seeking "specific marketing expertise" to help promote the road.

He described the corridor as "an important economic area where the vibrancy of Bradford’s South Asian population is showcased".

However, Riaz Ahmed, Lib Dem councillor for Bradford Moor, said the area faces problems which "require urgent attention".

“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," he said.

“These behaviours negatively impact Bradford’s reputation, no matter how much is spent on marketing and promotion."

Mohammed Shafiq, Labour councillor for Bradford Moor, said it was "a tremendous opportunity to highlight the cultural richness, diversity, and vibrancy that our area has to offer".

The contract, running from November 2024 until December 2025, would be funded with cash from the UK Shared Prosperity Fund and West Yorkshire Combined Authority.

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