Experience Oxfordshire data provides insight into the recovery of Oxfordshire’s visitor economy
Recent data published by Experience Oxfordshire, the county’s Local Visitor Economy Partnership (LVEP) and destination management organisation, show the volume of visitors and the value of tourism within Oxfordshire grew in line with inflation during 2023 indicating a steady journey towards post-pandemic recovery.
The Economic Impact of Tourism in Oxfordshire (2023) report, commissioned by Experience Oxfordshire, shows a 7% rise in both the volume and value of the sector when compared to 2022, with its value rising to £2.3 billion; a contribution to the local economy created by some 28.4 million visitor trips. Tourism accounts for 39,399 jobs, 10% of the county’s total employment.
The rise in volume and value indicate that Oxfordshire is following the national pattern, seeing a growth in the number of international visitors to the UK and a drop in the number of UK residents taking trips at home when compared to 2022, which was a particularly good year for domestic tourism.
2023 was a year in which the rising cost of living and a 7% average rate of inflation continued to impact on real tourism growth. Overall visitor numbers to Oxfordshire in 2023 are still 8% down on 2019, and 9% down in real-term value. The number of overnight trips made by international visitors was up 9% at 784,000 (up 2% on 2019); in comparison the number of overnight stays by UK residents dropped 5% to 1.5 million, (28% down on 2019).
The majority of overnights stays, 59%, were spent in paid accommodation with 41% of visitors staying with friends and family. Of trips made to the county 49% were for holidays, (down 3% of share from 2022 share, with business visits rising to 25% of total trips made. The largest proportion of visitor expenditure, 32%, was on food and drink, with shopping accounting for 23% and accommodation for 22%.
Of the Oxfordshire districts, Cherwell, home to Bicester Village and Banbury’s Castle Quay Waterfront, received the largest proportion of trips made to the county during 2023 (26%).
Responding to the report, Hayley Beer-Gamage Experience Oxfordshire CEO said: “It is heartening to see, through this report, that Oxfordshire continues to hold its appeal with visitors internationally and from here at home. It also shows, however, how the economic situation caused by the rising cost of living and high inflation rates is impacting on the recovery of our county’s visitor economy, and what a competitive global marketplace we operate within.
“UK visitors are once again travelling the world and here at Experience Oxfordshire we are working hard to ensure our county stays top of mind when they are considering destinations for short-breaks and holidays. We’re also actively promoting the county to international audiences through our work with the national tourism agency, VisitBritain/VisitEngland, and engaging with international travel influencers and buyers to ensure they are aware of Oxfordshire as a great destination for their clients. This work is particularly important as VisitBritain’s latest analysis of inbound tourism for the first half of 2024 is showing encouraging growth to the UK from these markets.”
Councillor Liz Leffman, Leader of Oxfordshire County Council, said: “Oxfordshire’s visitor economy continues to provide a significant contribution to our county’s economy and offers a great quality and quantity of experience. This report shows that, although the visitor economy continues to prosper, it needs our support.
“We are fortunate to have Experience Oxfordshire as the Local Visitor Economy Partnership working with local businesses and key influencers to ensure the sector thrives. We would encourage businesses to support them in their work and engage in the opportunities they offer.”
Councillor Lesley McLean, Deputy Leader of Cherwell District Council and Portfolio Holder for Finance, Property and Regeneration, said: “We are delighted that North Oxfordshire continues to draw a strong proportion of the county’s visitors and spend.
“With its excellent amenities and transport links, the visitor economy has a significant role to play in Cherwell, generating income for local businesses and helping sustain jobs for our residents.
“Whether you’re a resident visiting our vibrant urban centres, or travelling from further afield, our district has so much to offer.”
Experience Oxfordshire works with its partners, the county’s key influencers and with the national tourism agency VisitBritain/VisitEngland to ensure Oxfordshire is promoted effectively to targeted audiences at home and internationally. It operates ongoing communication and marketing programmes designed to engage with and inspire potential visitors to Oxfordshire, speaks with key policy decision makers on behalf of Oxfordshire’s visitor economy and offers a range of business advice.
More information on the work that the organisation undertakes on behalf of its partnership can be found here: www.experienceoxfordshire.org/partner
Headline figures from the Economic Impact Report 2023 can be found here: www.experienceoxfordshire.org/partner/partner-benefits/research-and-insights/
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NOTES TO EDITORS
Images: available via the following link.
Experience Oxfordshire is the official Destination Management Organisation (DMO) and Local Visitor Economy Partnership (LVEP) for Oxfordshire. It is the trading arm of the parent charity, Experience Oxfordshire Charitable Trust, and is a not-for-profit partnership organisation that is committed to the promotion, management, and development of Oxfordshire as a great destination to live, work, visit and do business. The DMO seeks to improve growth and productivity across Oxfordshire’s visitor economy through the provision of essential business advice and support.
Experience Oxfordshire was one of the first destinations in England to gain LVEP status from national tourist board, VisitEngland. As an LVEP, Experience Oxfordshire is recognised as a high-performing organisation, supporting collaborative working both locally, through its network of partners and those with interest in the visitor economy, and nationally on shared priorities.
Read our Highlights 2023/24 publication here which showcases the impact and reach of the work that Experience Oxfordshire undertakes.
For more information on Experience Oxfordshire go to www.experienceoxfordshire.org/partner or contact partnership@experienceoxfordshire.org
To work with Experience Oxfordshire on marketing campaigns, contact marketing@experienceoxfordshire.org
Media contact: Lesley Wright / press@experienceoxfordshire.org / 01865 686433
You can keep up to date with Experience Oxfordshire’s activity by following:
Facebook – Experience Oxfordshire
Instagram – @experienceoxfordshire
X – @ExperienceOx and @ExperienceOxBiz
LinkedIn – Experience Oxfordshire
