Bradford 2025: A City of Culture Opportunity for Tourism Brands
With Bradford crowned as the UK City of Culture 2025, the tourism sector has a massive opportunity to capitalise on what promises to be another hopefully transformative year for cities across the UK.

For those of us in travel, hospitality, and cultural experiences, this isn’t just an event – it’s a strategic moment to align your brand, where relevant, with a city on the rise.
Here are my thoughts on what this means for tourism brands, with actionable tips to help you make the most of Bradford’s cultural moment.
Why Bradford 2025 Matters for Tourism
The UK City of Culture title isn’t just an arts program; it’s a proven catalyst for tourism growth. Past host cities like Hull (2017) saw a £300m boost, and Coventry (2021) saw major spikes in visitor numbers and spending.
Bradford, with its rich cultural heritage, diverse communities, and historic sites, is uniquely positioned to draw in a mix of domestic and international visitors and enjoy it's time in the limelight.
Tourism brands – from hotels to tour operators and experience providers – have a chance to tap into this influx of interest.
But as you well know, success won’t come by default. Strategic positioning, creative partnerships, and proactive planning are the keys to standing out.
Tourism Brand Strategy: Tips and Takeaways
1. Align Your Brand Story with Bradford’s Narrative
Bradford’s appeal lies in its authenticity – a multicultural city that combines industrial history, literary significance, and creative energy - and of course Northern grit and charm.
If you're Bradford based or in easy reach, to resonate with audiences, position your offerings as part of this larger story.
Tip:
Craft marketing messages that highlight Bradford’s cultural richness and your brand’s unique connection to it.
For example, a hotel could emphasize its proximity to key cultural sites, or a tour operator might create packages around themes like "Bradford Through the Ages" or "Bradford’s Little Known Food Scene."
2. Get Involved in the 2025 Program
The official cultural program will feature a mix of large-scale events, community projects, and international showcases. Being part of this agenda – whether through sponsorship, partnerships, or hosting events – is a direct way to boost visibility.
Tip:
Reach out to the Bradford 2025 team to explore collaboration opportunities.
Co-create experiences, such as hosting a pop-up gallery, community initiative or running exclusive cultural tours tied to the events.
3. Think Beyond the City
Bradford’s appeal extends to the surrounding region. Visitors drawn to the city for its cultural calendar will likely explore nearby attractions, including Saltaire (a UNESCO World Heritage Site), the Yorkshire Dales, and Haworth, home of the Brontë sisters.
Tip:
Create itineraries that encourage longer stays and multiple activities, combining Bradford with regional highlights.
Use storytelling to position Bradford as the gateway to West Yorkshire’s cultural and natural treasures.
4. Leverage Digital Channels to Drive Awareness
With the spotlight on Bradford growing, ensure your brand is front and center when visitors search for information. From optimised web content to engaging social campaigns, digital marketing will be essential.
Tip:
Highlight Bradford-specific experiences on your website, from local food and drink to cultural tours.
Use targeted ads and social media to reach cultural tourists and event-goers planning their trips.
Research the key messages of the campaign which include celebrating diversity and creativity, driving growth and job creation, engaging youth and community, enhancing health & wellbeing and establishing a lasting legacy.
5. Prepare for Increased Demand
The City of Culture designation is expected to drive a significant boost in visitor numbers. Hospitality brands should anticipate and plan for this demand surge, ensuring they can deliver exceptional experiences.
Tip:
Invest in staff training to provide knowledgeable, culturally aware service.
Partner with local suppliers and creatives to offer authentic, unique experiences that stand out in a competitive market.
Looking Ahead: A Long-Term Opportunity
While Bradford’s time as the UK City of Culture is focused on 2025, the benefits will extend far beyond. A successful strategy should view this moment as a launchpad for sustained growth, not just a one-year opportunity.
Key Takeaway:
Build relationships and initiatives that can outlast the event itself. Forge local partnerships, develop unique offerings, and position your brand as a permanent part of Bradford’s cultural renaissance.
Final Thoughts:
For tourism brands, Bradford 2025 isn’t just a cultural celebration – it’s a chance to connect with new audiences, showcase your role in an evolving city, and create meaningful, lasting impact.
For me, showcasing people and their own stories in their words should always be right at the heart of everything - and remember, whilst strategic, the most important thing is to have fun with the content you create.
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