SUCCESS for Bradford in its bid to become the 2025 City of Culture would present "great opportunities" for the whole district, according to a university professor.

Prof Marcus Rattray, from the University of Bradford, said: "We have this opportunity to help drive a permanent change in our fortunes.

"It’s not just about getting more people to become involved in cultural events, although that is a big part of it – it’s about ensuring the district is ready to take advantage of all the benefits that will bring, like job creation and more tourism."

Prof Rattray, a professor of pharmacology, is part of the bid team and has a role as ‘research convenor’.

University academics have already helped inform the bid – with research into economic forecasts, cultural impact and the positive social, health and wellbeing effects that becoming City of Culture would create.

Prof Rattray added: "We want to use the City of Culture to open more opportunities to people, to show them things they might not have otherwise considered – to open new doors and possibilities.

"This will not only boost people’s confidence, but create new career paths and chances to become involved in things like volunteering.

"We want to involve as many people as possible, to create a step-change in engagement in cultural activity – and that will have a knock-on effect, in terms of the services and supply chains that enable those activities to take place.

"For every 100 jobs this creates, we think it will generate 165 more in related industries and services.

"It’s also about removing barriers and tackling inequality. When Hull won City of Culture, it created a volunteering programme second only to the Olympics. We want to recreate that here, which will allow people to benefit from all sorts of new opportunities.

"At the moment, the creative sector in Bradford district contributes about two per cent to the local economy – we think we can do much more than that.

"This is an opportunity for the Bradford district to shine on a global stage, to share our breadth of knowledge and expertise and to show that culture can be a driver for change."

Bradford is one of four places shortlisted for the coveted City of Culture crown – the others are County Durham, Southampton and Wrexham County Borough.

Judges will visit each finalist before announcing their decision at the end of next month.