Tourist village ‘needs to make more of world heritage status’

A SHAKE-UP in the management and promotion of Saltaire, a World Heritage Site, has been backed by politicians and traders.

The model village, created by Victorian philanthropist Titus Salt, has enjoyed its World Heritage Site status for 12 years but there has been criticism recently that the tourism asset has been poorly promoted.

In November councillors on a watchdog committee were shocked to discover that no accurate visitor figures had been compiled since it was granted Unesco heritage status.

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A council report suggested that it may have only achieved a three per cent rise in tourism in 12 years whereas towns with the same status had seen big rises in visitors.

Saltaire traders claimed the management of the Bradford village had begun to “drift” and was hampered by a lack of unity.

The Saltaire Project Team, which led the promotion of Saltaire, struggled to attract support from landowners and businesses has been disbanded and a new management structure put in place.

The changes will be discussed by the Shipley area committee on Wednesday this week.

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A report to the committee says: “The Saltaire World Heritage site is recognised as a district asset and has influence that goes beyond the Shipley constituency, hence the need for a new approach.”

Traders welcomed the renewed focus. David Ford, of Saltaire Traders’ Association, said the village had undergone many improvements but it was important not to “rest on our laurels”.

Gathering information on visitors, how long they stay, what they visit and their choice of transport, was a priority, he said.

“In terms of some of the comments raised about ‘drifting’, it has been a wake-up call. The council has to take note of this. I hope the people of Saltaire, residents and businesses, ensure that we make the most of what is a fantastic place for visitors.

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“I’m a strong believer in looking forward, rather than back. Saltaire is a place with huge potential.”

Councillor Andrew Mallinson, whose scrutiny committee uncovered the lack of visitor figures, said the old management structure was not working.

He believes Bradford Council is not making the most of tourism assets and in Saltaire the Project Team had “drifted into a talking shop”. He said: “It’s a World Heritage Site and needs a huge amount of management input to keep on top of it and enhance it as a visitor attraction.”

A Bradford Council spokesperson said: “Saltaire is one of only two World Heritage Sites in Yorkshire and an important visitor attraction for the district.

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“The aim of the proposals on managing the World Heritage Site is to make sure this unique village will be protected and conserved for future generations.

“We want to make sure that we get a correct balance for the people who live and work in Saltaire and also to increase the economic, social and tourism benefits which accompany the site’s international status.

“Bradford Council continues to support Saltaire as a visitor attraction through our parks, markets, heritage and festivals programmes.

He went on: “The council invested in a new Visitor Information Centre in Saltaire, contributed towards a £4.5m restoration of Roberts Park, provided support for Saltaire Festival and support a monthly local produce market.

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“Before the restoration of Roberts Park, 364,000 visited every year and after the restoration visitors for January 2011 to January 2012 were 2.6 million.

“Many of these will also visit Saltaire village.”

The spokesperson added: “We need to plan for the future to accommodate everyone’s needs and ensure the success of this internationally renowned site.”