Key points• Bradford has 14,000 employees working in tourism and leisure and a further 3,600 engaged in creative industries.

• Together tourism and leisure and creative industries account for almost 18,000 employees in the district in what may be termed the cultural sector.

• Overall employee numbers fell in Bradford between 2008 and 2010 by 5.9% - a larger fall than across GB (-3.8%).• The cultural sector accounts for 9.3% of the total employment in Bradford, but this is below Leeds City Region (LCR) and national averages.

• Employment in the cultural sector accounts for a relatively large share of total employment in Pennine Hills and Wharfedale (14.6% and 11% respectively).

• Creative industries contributed £3.3 billion of the UK’s total Gross Value Added in 2009.

Within Leeds City Region, only Leeds has more employees in the culture sector than Bradford Bradford has the second highest number of employees,17,600 in total, working in the cultural sector, of any LCR district. Only Leeds has more with 44,300 employees.

Employment in creative industries is dominated by publishing, and in tourism and leisure by restauran ts and catering

Bradford is under-represented in creative and touri sm and leisure industries

Employment fell in most areas 2008 to 2010

Sector definitionThe Department for Culture, Media and Sport (DCMS) released a creative industries definition in December 2010 using the new Standard Industrial Classification 2007. This definition, used here, includes TV and film production, computer programme activities and consultancy, creative elements of publishing, artistic creation, performing arts, advertising, architectural activities and specialised design activities.

Tourism and leisure activities (including sports, hotels, restaurants, cafes, travel agencies and tour operators) have also been considered in this sector analysis.

The sector is included in this Sector Profile series as it accounts for a relatively large share of total employment in Bradford. In addition, elements of this sector have undergone growth over recent years with future growth also forecast for some industries within the sector.

Creative industries, tourism and leisure Bradford District Industry Sector Profiles 2012

Leisure and tourism employees account for the bulk of employees in the cultural sector in Bradford and elsewhere.

The creative element of publishing accounts for around 57% (2,000 employees in total) of all creative employment in the district. Computer programming and consultancy a further 800 employees with radio broadcasting, TV and film production employing over 100 people.

Restaurants account for around 3,300 leisure and tourism employees, beverage serving activities around 3,500 employee and sports, amusement and recreation activities 3,000 employees.

Bradford has slightly smaller proportions of total employees engaged in tourism and leisure (7.4%) and creative industries (1.9%) than most districts in LCR. This is also the case when comparing Bradford to both the Y&H region (9.0% in tourism and leisure, 2.1% in creative) and Great Britain (9.3% and 3.3% respectively).

Bradford City contains around half of all employees in the district working in the culture sector. However, this sector forms the largest share of total employment in Pennine Hills (14.4%) and Wharfedale (11%).

Tourism and leisure employees far out-number those in creative industries

Tourism employment in the Pennine Hills area of Bradford is relatively high as the village of Haworth (Bronte country) lieswithin this area. Wharfedale, which includes the town of Ilkley, has the second highest level of tourism employment.

Tourism and leisure - employees 2008 to 2010

Area 2008 2009 2010% change 2008 - 10

Great Britain 2,515,200 2,418,400 2,429,900 -3.4Yorks & Humber 200,300 194,100 195,100 -2.6LCR 115,300 107,700 108,300 -6.0

Bradford 14,900 14,400 14,000 -6.4 Airedale 2,900 3,000 2,900 -1.1 Bradford City 7,700 7,000 7,000 -9.7 South Bradford 1,800 1,800 1,700 -3.6 Pennine Hills 900 800 800 -5.9 Wharfedale 1,700 1,800 1,600 -3.1

Tourism and leisure employee numbers fell in Bradford to 2010 by 6.4%, similar to the LCR decrease but greater than the GB rate. Creative industries fared better in the district declining by 4.1% (around 100 employees) compared to a 5.0% fall in GB.

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Proportion of employees in leisure & tourism and creative industries Business Register and Employment Survey 2010, NOMIS

Creative industries - employees 2008 to 2010

Area 2008 2009 2010% change 2008 - 10

Great Britain 898,200 856,600 853,400 -5.0Yorks & Humber 46,000 47,300 45,900 -0.2LCR 31,600 33,200 32,200 1.9Bradford 3,700 3,700 3,600 -4.1 Airedale 600 900 900 40.4 Bradford City 2,400 2,300 2,200 -10.4 South Bradford 300 200 200 -44.7 Pennine Hills 100 100 100 6.1 Wharfedale 300 300 300 -6.1Source: Business Register and Employment Survey, NOMIS(Numbers rounded to the nearest 100)

Tourism & leisure and creative industries employees at 2010

Number % of total Number % of totalGreat Britain 2,429,900 9.3 853,400 3.3Yorks & Humber 195,100 9.0 45,900 2.1LCR 108,300 8.7 32,200 2.6Bradford 14,000 7.4 3,600 1.9 Airedale 2,900 7.9 900 2.4 Bradford City 7,000 6.5 2,200 2.0 South Bradford 1,700 7.4 200 0.8 Pennine Hills 800 13.1 100 1.3 Wharfedale 1,600 9.5 300 1.5Source: Business Register and Employment Survey, NOMIS(Numbers rounded to the nearest 100)

Tourism & leisure Creative industriesArea

Produced by:Strategic Support Department of Business SupportCity of Bradford Metropolitan District CouncilEmail: mary.johnston@bradford.gov.ukPhone: 01274 434035Web: www.bradfordeconomy.com

National outlook The Department for Culture, Media and Sport (DCMS) published the following set of statistics in December 2011 showing the importance of creative industries to the national economy in 2009. Please note these latest figures are not comparable to those published in the 2011 sector report due to a change in the methodology used by DCMS.

• Creative industries contributed £36.3 billion or 2.9% of the UK’s Gross Value Added in 2009.

• Within the creative industries it is publishing, advertising and TV & radio that provide the greatest contribution to the UKs GVA (£11.6 billion, £5.9 billion and £5.3 billion respectively).• In absolute terms GVA for the creative industries decreased between 2008 and 2009 from £36.6 billion to £36.3 billion. However their share of total UK GVA rose slightly from 2.82% to 2.89%. This was because the rate of decrease at 1% was lower than the 3% overall decrease in UK GVA. •Advertising suffered the greatest decrease in GVA.

• Creative industries exported services to the value of £8.9 billion in 2009, equalling 10.6% of the UK’s exports. The publishing sector has the highest exports of services among the creative industries. • There were an estimated1,498,173 people in employment in creative industries in 2010, 5.14% of the UK’s total employment.

DCMS published a tourism strategy in March 2011 aiming to take advantage of the opportunities of the Olympics and the Diamond Jubilee. The strategy set out to help attract an extra four million overseas visitors over the four year period 2011 to 2014, bringing in an extra £2 billion of spending and creating thousands of jobs. Proposals include simplifying the process of getting tourist visas and helping to improve staff skills in the tourism sector.

Case study 1: Mind the Gap Mind the Gap is a professional theatre company based in the Grade II listed Lister Mills building in Bradford. The company helps people with learning disabilities become professional actors. Mind the Gap also challenges people’s perceptions of disability-related theatre, and aims to raise expectations of what people with learning disabilities can achieve.

The company was established in 1988 and began touring with devised (collaboratively produced) work in 1993 followed by theatre adaptations in 2000.

The company also runs actor training courses and a course for people who want to learn about theatre and work towards a qualification.

Case study 2: Hollins Hall Hotel & Country ClubHollins Hall is a large 4 star hotel located in 200 acres of grounds in Baildon, Bradford. The hotel is one of the largest in the district and has 121 rooms. The facilities at the hotel include an 18 hole championship golf course, conference, meeting and wedding facilities.

According to the Bradford Central Library Key Company list the hotel currently has around 200 employees.

Source: Key Companies, Bradford Central Library, CBMDC

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Employment and output forecastsEmployment and output forecasts aren’t available for the cultural sector as a whole, or for creative and leisure and tourism sub-sectors at district level. The only relevant forecast data available is for hotel and catering industries which account for around two thirds of all tourism and leisure employees and is set out below. Data is also available for publishing (a component of the creative sub-sector) but this is included in the separate printing and publishing sector profile.

Employment in hotels and catering is estimated to have recovered from the fall that occurred during the recession. In 2012 there are around 7,390 full-time equivalents in employment in the district. This total is expected to grow at a significantly faster rate than employment for all industries andservices and is forecast to reach around 9,400 in 2026

Location of major employers

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Hotels and catering employment trends and forecasts - BradfordSource: Regional Econometric Model, Experian

Hotels and catering output (£millions) - Bradford

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Output from hotels and catering, which had fallen during the recession, is also set to rise and the rate of increase is expected to be above the average level for all industries and services in the district. Output is expected to increase to £272m by 2026.