Experience Oxfordshire Ambassador Partnership commended for its investment, innovation and collaborative support of the county’s visitor economy
Experience Oxfordshire Board members and Trustees joined Ambassador Partners and supporters of the destination management organisation (DMO) at The Store, Oxford to celebrate the county’s visitor economy and the commitment that a growing number of leading businesses are making to Experience Oxfordshire, the county’s DMO and official Local Visitor Economy Partnership (LVEP).
Over dinner guests heard an address from visitor economy figurehead, Bernard Donoghue OBE, Chief Executive of ALVA, the Association of Leading Visitor Attractions, who shared his views, insights and knowledge gleaned from the significant role he has played over many years, influencing the UK’s tourism agenda.
Bernard spoke of the longer term impacts the global pandemic, inflation and cost of living crisis have inflicted on the visitor economy, likening it to a version of “long Covid”. ALVA’s research shows that some 20% of the country’s over-65s have changed their pre-pandemic leisure behaviour, impacting on performance venues and annual attraction membership subscriptions which had previously enjoyed an 82% retention rate.
Touching on the tactical spending decisions potential visitors are making, Bernard spoke of the importance of continued investment by local authorities in culture, heritage and tourism development: “Investment in the destination, its arts and culture, reaches way beyond the financial outlay; it creates pride of place and a sense of worth and belonging amongst the local population which in turn is attractive to visitors. Tourism is about creating joy. People spending precious time together, in special places which in turn supports local businesses who can offer aspirational job opportunities and career tracks.
The Experience Oxfordshire Ambassador Partnership with its strong representation of commercial interests, local authorities and academia is well placed to respond to the current operational environment and capitalise on future opportunities for the county”.
At a pre-dinner reception guests enjoyed sun-kissed panoramic views of Oxford’s spires from The Store’s Rooftop Bar & Terrace, before sampling a dinner from the newly arrived Spring Menu in the hotel’s Treadwell restaurant. General Manager of The Store, Oxford, Simon Drake, gave an insight into the care and attention the team at Treadwell adopt when developing their menus offering a fresh take, inventive, seasonal, local and unexpected, on British classics.
Stuart Crook, Experience Oxfordshire Chair, expressed his pleasure at seeing so many friends of the organisation gathered together: “I’d like to thank Simon Drake and his team from our Ambassador Partner, The Store, Oxford, for the warm welcome and excellent hospitality we’ve enjoyed.
Experience Oxfordshire Ambassadors collectively bring valuable insight and strategic direction to the work the destination management organisation does on behalf of the county. We’re grateful for the support they offer the organisation, which in turn is an investment in Oxfordshire’s future as a thriving destination.
It’s the knowledge that Experience Oxfordshire has this level of engagement with leading businesses, who represent all sectors within the county’s economy, that provides the national tourism agencies VisitBritain and VisitEngland with the level of confidence they need to ensure Oxfordshire has a seat at the tourism table and opportunity to influence the national agenda.
Experience Oxfordshire’s role as the Local Visitor Economy Partnership for the county, unlocks business resources and marketing opportunities which wouldn’t otherwise be available to the county.”
Simon Drake, General Manager of The Store, Oxford, said: “My team and I were delighted to welcome fellow Experience Oxfordshire Ambassadors to The Store. In developing our venue, top of mind was our belief that The Store should provide a destination where our community could gather for a host of reasons. The Ambassador Dinner, coming almost a year after we opened, shows that we have achieved that ambition. We came together for a celebration of tourism and hospitality and in the Oxford tradition, listened to an excellent and informed speaker and enjoyed lively debate.
I congratulate and commend Experience Oxfordshire on their commitment to our visitor economy and would encourage the county’s business to join us in ensuring that our sector continues to thrive.”
Councillor Liz Leffman, Leader of Oxfordshire County Council, said: “With a visitor economy worth £2.3 billion to the county which supports jobs for 10% of our workforce, it’s critical that in changing times Oxfordshire has a strong relationship with the national tourism agencies and a clear line of communication and influence. As this gathering of Ambassador Partners shows, Experience Oxfordshire has the support of the sector, and as the county’s official Local Visitor Economy Partnership is able to speak on its behalf with confidence.”
The Experience Oxfordshire Ambassador Partnership is now in its tenth year and has grown from two founding partners in 2015 (Blenheim Palace and Oxford Bus Company) to a current membership of fifteen leading organisations active in the county’s visitor economy.
Attendance at the event included representatives from commercial businesses, service providers, local authority members and senior staff from across the county and beyond: Activate Learning, Association of Leading Visitor Attractions (ALVA), Bauer Media Group, Bicester Village, Bodleian Libraries, Cherwell District Council, Experience Oxfordshire, The Feathers, Great Western Railway (GWR), Hedges Law, Heythrop Park Hotel, Oxford Brookes University, Oxford Bus Company, Oxfordshire County Council, Puy du Fou, Stagecoach West, The Store, Westgate Oxford, VisitEngland
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NOTES TO EDITORS
Images 1 to 7 available via the following link. Additional images available via this link.
Image 1: (L to R) Hayley Beer-Gamage, Chief Executive of Experience Oxfordshire; Bernard Donoghue OBE, Chief Executive of the Association of Leading Visitor Attractions (ALVA); Stuart Crook, Chair of Experience Oxfordshire; Simon Drake, General Manager of The Store, Oxford
Image 2: Bernard Donoghue OBE addresses Ambassador Partners at Experience Oxfordshire’s Ambassador Dinner
Image 3: Ambassador Partners at Experience Oxfordshire’s Ambassador Dinner
Image 4: Simon Drake welcomes Ambassador Partners to The Store, Oxford
Image 5: Stuart Crook welcomes Ambassador Partners to Experience Oxfordshire’s Ambassador Dinner
Image 6: (L to R) Anna McKenzie, Head of Guest Experience at Heythrop Park Hotel; Councillor Liz Leffman, Leader of Oxfordshire County Council
Image 7: Ambassador Partners at Experience Oxfordshire’s Ambassador Dinner
Photographs by Experience Oxfordshire partner Studio8.
About Experience Oxfordshire
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 experienceoxfordshire.org/partner or contact partnership@experienceoxfordshire.org
To work with Experience Oxfordshire on marketing campaigns, contact marketing@experienceoxfordshire.org
To find out more about Experience Oxfordshire organised events go to the 2025 events calendar Experience Oxfordshire events
Media contact: Lesley Wright / press@experienceoxfordshire.org / 01865 686433
Experience Oxfordshire Ambassadors collectively bring valuable insight, support and strategic direction to the work Experience Oxfordshire does as the Destination Management Organisation for the County. For more information go to: experienceoxfordshire.org/partner/about-us/experience-oxfordshire-ambassadors/
Current Ambassadors include Activate Learning, Bauer Media Group, Bicester Village, Blenheim Palace, Cherwell District Council, Great Western Railway, The Feathers, Hedges Law, Heythrop Park Hotel, Oxford Bus Company, Oxfordshire County Council, Pye Homes, Stagecoach West, The Store, Westgate Oxford
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
About Bernard Donoghue OBE, Chief Executive, Association of Leading Visitor Attractions (ALVA)
Bernard is the CEO of the Association of Leading Visitor Attractions, the trade association and advocacy body representing the UK’s most significant museums, galleries, heritage sites, cathedrals, palaces, places of worship, stately homes, gardens, zoos, performance venues, cultural organisations and visitor attractions. For further information visit alva.org.uk
He is Chair of the board of trustees of the Bristol Old Vic Theatre; Chair of the board of trustees of the People’s History Museum; Chair of the London and South East Regional Advisory Board of the National Trust; and Co-Chair of VisitLondon, the London Tourist Board.
He is a guest lecturer on the Oxford Cultural Leaders programme of the Saïd Business School of the University of Oxford; on the Masters in Cultural Leadership course of the Royal Academy of the Arts; and on MA and BA courses of the University of Oxford, University College London and Goldsmiths College, University of London.
He is a former Chair of the London International Festival of Theatre (LIFT), the Tourism Alliance, VisitManchester, and the Ambassadors’ Council of WWF. Bernard was a trustee of WWF-UK, Centrepoint, the Museum of The Home, the Heritage Alliance and Kids in Museums, and was a member of the Cathedral Council of St Paul’s Cathedral, London. He was awarded the OBE in 2022 for ‘services to tourism and to culture’.
About The Store, Oxford
Set within the walls of the former Boswells department store, The Store reimagines an Oxford institution as a seven-floor, 101-room hotel where heritage meets contemporary style. Opened in May 2024 in partnership with hospitality experts Reef Origin and EQ Group, the hotel is the convergence of two historical buildings sensitively restored by Urban R, Reef Origin’s team of architects and designers. Shaking up the city’s social scene, the result is a striking fusion of history and chic, modern interiors – defining a new era for Oxford where elegance meets energy.
More than just a place to stay, The Store is a hive of activity drawing locals and visitors alike with its vibrant atmosphere, immersive experiences, and striking window displays – showcasing collaborations that celebrate its retail heritage. The first of three distinct dining options, destination restaurant Treadwell serves breakfast, lunch, and dinner in an intimate, urban setting. Offering a fresh take on British classics, enjoy inventive dishes with seasonal ingredients and a classic Sunday roast. Ascend to the rooftop bar where floor-to-ceiling glass frames unrivalled views of the city, with an outdoor terrace perfect for cocktails at golden hour. The ground floor bar is open daily for coffees by Oxford-based Newground Coffee, with a ‘Sips & Scavenger Bites’ menu for casual dining with street-side views. A destination in itself, The Store houses a spa by OSKIA with extensive treatments, a steam room, sauna, thermal relaxation area and vintage inspired gym. Whether indulging in wellness, sipping cocktails with a skyline backdrop, or exploring the city from its heart, The Store is Oxford’s new cultural hub. For further information visit thestoreoxford.com
About EQ Group
EQ is a European hospitality group curating a portfolio of exceptional hotels in some of Europe’s most sought-after markets.
