Saltaire - Bradford Charlotte, Lydia, Shirley, Caroline, Daniel & Rachel

Details of the Scheme Tourism is being boosted by the recreation of the industrial museum, opening the birth place of the Bronte sisters to the public and many other attractions A lot of Bradford, Shropshire has been made into a World Heritage Site

Saltaire This is the Victorian industrial village opened to attract tourists There is accommodation, museums and other sights around the village It includes a mill, houses, school and hospital

Key Players National Government Private companies (salts mill) Local tourist board Local community Not-for-profits Organisations

Rebranding In Bradford, Yorkshire it is attracting urban heritage tourism. They have achieved this successfully by rebranding. Rebranding a place usually involves regeneration - making actual improvements to an area, e.g. new buildings and services. It also involves re-imaging – using marketing to improve the image and reputation of a place of a place. Rebranding is aimed at internal users (e.g. residents and employees) and external ‘customers’ (e.g. visitors and potential investors), helping to improve quality of life for residents, also attracting new residents, tourists and businesses. It also also normally used when a place is in decline.

Rebranded as culture including urban heritage attracting more tourism in the area The strategy accumulates more tourism, meaning more jobs and a better economy for the area. The strategy involves different projects such as: The industrial museum, The Alhambra theatre, A new mill in Saltaire, The birth place of the Bronte sisters (Haworth). Other attractions such as: Keighley and worth valley railway with its old steam trains, trips by waterbus along the network of Victorian canals, local festivals and events. New attractions have also been introduced. In 1983 the National museum of photography, film and tv, created in association with the science museum in London was created in Bradford. Bradford has been very forward thinking in exploiting its ethnic diversity as a tourist attraction, with the famous gastronomic curry trail and the recent proposal to establish a spice market – developed by the Eden project group.

Salt’s Mill Dowley Gap Bridge

Congregation Chapel

EVALUATIONEVALUATION EVALUATIONEVALUATION Tourism now attracts 8 million visitors to Bradford and District each year! Over 10,000 jobs were created in the tourism profession! Tourist income in 2000 almost doubled the income in 1997 from £255 million to £409 million! Bradford is seen as a brand leader for Urban Heritage Tourism! It encouraged other Northern Industrial towns to go for it! Around 80% of this income comes from low expenditure day visitor sector to Yorkshire who has a figure of 60%!  Old buildings were replaced with new large public buildings getting rid of some of the history!  Unrebranded areas can suffer due to the rebranding of Bradford!

To conclude… Saltaire has become a much greater thriving place to visit!! wow