As part of Bradford’s upcoming tenure as the UK City of Culture 2025, Leeds Road is set to be promoted as a national visitor destination. This bustling thoroughfare, which stretches from the city center to the Leeds border, is known for its vibrant mix of restaurants, cafes, and South Asian businesses that reflect the city’s rich cultural heritage.
However, concerns have been raised about “long-standing issues” on Leeds Road that need to be addressed for it to effectively represent Bradford on a national stage. According to the Local Democracy Reporting Service, the council has allocated £70,000 for a year-long tender aimed at developing a comprehensive marketing strategy for the street.
Alex Ross-Shaw, the council’s executive member for regeneration, planning, and transport, emphasized the importance of bringing in “specific marketing expertise” to enhance the promotion of Leeds Road. He highlighted its significance as “an important economic area” that showcases the vibrancy of Bradford’s South Asian community.
Despite the enthusiasm, Riaz Ahmed, a Liberal Democrat councillor for Bradford Moor, pointed out pressing issues affecting the area, such as excessive speeding, violations of the Highway Code, parking on pavements, and widespread begging at major traffic light junctions. He warned that these problems could tarnish Bradford’s reputation, regardless of the marketing efforts made.
In contrast, Mohammed Shafiq, a Labour councillor for Bradford Moor, sees this initiative as a “tremendous opportunity” to highlight the cultural richness and diversity of the area.
The contract for this marketing initiative will run from November 2024 to December 2025 and will be funded through the UK Shared Prosperity Fund and the West Yorkshire Combined Authority. As preparations continue, the focus will be on not only promoting Leeds Road but also ensuring that it becomes a welcoming destination for visitors.