A NEW campaign has been launched encouraging people to explore the district as it begins to emerge from lockdown this summer.

The initiative is the latest bi-annual Sparkling Bradford venture, showcasing visitor attractions and what’s on offer across the hospitality and retail sectors.

Bradford Council and its tourism arm, Visit Bradford, are among those involved.

Launched with a new website, sparklingbradford.info, the campaign has been heralded as an invaluable element of helping the district get back on its feet post-Covid.

Councillor Sarah Ferriby, the council’s executive member for healthy people and places, said: “We are so proud of how our businesses have embraced change and adapted to an incredibly challenging situation, navigating through the restrictions of Covid-19.

“Sparkling Bradford is a crucial initiative for this summer, as it will support the district’s broad offering such as our amazing countryside, parks and heritage and cultural destinations.

“New for 2020 is our Your Bradford feature where we’re asking local people to share their experiences of the district’s gems through photographs, videos, poetry and reviews on our website and via our social media channels. We will keep our website updated with visitor recommendations so we can share, visit and support our district’s cultural, heritage and recreational activities together.”

Campaign bosses say that since Sparkling Bradford was first held in 2018, its summer and winter initiatives have consistently boosted footfall across the district.

Supporters of the scheme also include Bradford Business Improvement District, whose chairman Ian Ward said: “This is the fourth season for Sparkling Bradford, which has a track record of improving footfall by keeping people informed of what the district has to offer.

“We know many people have had to cancel their summer holidays due to Covid-19 and will be looking at safe ways to entertain their families during the school break. Our role is to highlight what is available, encourage people to share their experiences and help our local businesses bounce back after a very tough first half of the year.”

The campaign website includes highlights from each area of the district and support for businesses.