Experience Oxfordshire showcases the power of the county’s visitor economy during English Tourism Week 2025

Experience Oxfordshire, the county’s official Local Visitor Economy Partnership and destination management organisation, embraced English Tourism Week’s key message for 2025 during a series of meetings and events timed to celebrate the sector’s success. With the focus of national tourism agency, VisitEngland’s, annual awareness raising campaign on the support the sector provides in developing thriving destinations and creating jobs, Experience Oxfordshire was keen to ensure businesses and key decision makers understood the real value the sector brings to Oxfordshire.

Across the county local MPs held business meetings with individual operators to hear of the challenges encountered and opportunities enjoyed when running their local visitor economy associated business. Issues raised included employment and operational costs, but ever positive, and at a time when VisitBritain are predicting record numbers of international visitors, business owners were hopeful for a profitable season ahead.

VisitEngland Director Andrew Stokes commented: “Tourism is one of England’s largest and most valuable industries and English Tourism Week celebrates our diverse, exciting and vibrant sector, highlighting the quality of England’s tourism offer, its importance to the economy and to encourage domestic breaks.

“We congratulate Experience Oxfordshire, the county’s Local Visitor Economy Partnership, for delivering a valuable programme of engagement throughout this flagship week and beyond, working with key influencers, stakeholders and businesses to showcase Oxfordshire’s outstanding visitor offer.”

Following her visit to Oxford River Cruises, The Rt Hon Anneliese Dodds MP for Oxford East said: “English Tourism Week gives us a great opportunity to highlight what tourism provides for our city – economically, socially, and culturally too. It was great to see Oxford River Cruises in action and find out about how the company is providing an unforgettable and environmentally friendly experience for both tourists and locals in our city.”

Giles Dobson, owner of local landmark The Folly Restaurant and Oxford River Cruises said: “We are proud to be part of the county’s thriving visitor economy. From the river we offer visitors and residents the opportunity to discover Oxford and the countryside beyond from a unique perspective. Along with our fellow Experience Oxfordshire partners we’re looking forward to a busy summer season and it’s been a pleasure to discuss our operations with Anneliese Dodds today.”

International visitors are consistent in their views that the UK’s tourism strengths include a rich cultural and sporting heritage, historic cities, vibrant culture and natural beauty.

Following his visit to the River & Rowing Museum in Henley on Thames, Freddie van Mierlo MP for Henley and Thame said: “As a county Oxfordshire is blessed with fabulous countryside and a rich heritage. Both come together here in Henley where the River Thames and rowing are synonymous with the town. It’s been a pleasure to see this story told so well here in the stunning River & Rowing Museum.”

Steve O’Connor, Director at the River & Rowing Museum added: “Thanks to Experience Oxfordshire for facilitating the meeting with our MP, Freddie van Mierlo today. Henley has much to offer visitors from home and overseas, and our museum is proud to be part of that mix, highlighting the story of the river and Henley’s rowing heritage as well as offering a popular programme of changing exhibitions in our beautiful riverside location.”

At a meeting at Hook Norton Brewery, Managing Director James Clarke welcomed Sean Woodcock MP for Banbury, stressing how important the visitor economy spend is in terms of supporting his wider business as he outlined his concerns relating to the impacts of increased operational, staffing and legislation costs. Sean was keen to hear James’ views and said: “Hook Norton Brewery is a local institution that has been under the same ownership for five generations. It was a pleasure to visit once again and hear James’ experiences of running a modern business.

“In pubs up and down the country, Hook Norton brewed beer is served. This historical brewery is well known across the UK, and I was pleased to hear of more planned investment by the business in the local area.”

James Clarke, Managing Director of Hook Norton Brewery responded: “Hook Norton can be seen as a barometer of the county’s visitor economy, given that we run a shop, tours, supply hospitality businesses across the county and retail beyond. It was therefore a pleasure to welcome our MP, Sean Woodcock, on site today and discuss with him the issues impacting business within the context of English Tourism Week.

“The meeting was organised by Experience Oxfordshire and we appreciate being part of their network and the opportunities this brings to both create productive relationships and share the Hook Norton story with new audiences.”

Reflecting on the week of activity, which also included a Hospitality Lunch* showcasing to potential employers the talents of young people following programmes with Activate Learning, Hayley Beer-Gamage, Experience Oxfordshire CEO, said: “The government has set a target to welcome 50 million international visitors to the UK by 2030, but even this year the national tourism agency, VisitBritain, is forecasting a record growth in international visitors’ spending. Our priority is to ensure that Oxfordshire’s visitor economy gets the support it needs to maintain and grow its market share so that the county profits from this growth. We’ve been delighted with the interest in the sector shown by our local MPs this week, ongoing engagement which will continue into the future, and for the support we’ve received in facilitating the English Tourism Week activities from our Experience Oxfordshire partnership.”

Over 28 million visitor trips were made to Oxfordshire during 2023 contributing £2.3 billion to the county’s economy. The majority of trips are holidays (49%) followed by visitors coming on business (25%). Oxfordshire’s resulting visitor economy supports over 39,000 jobs, 10% of employment.

**ENDS**

NOTES TO EDITORS

Images: available via the following link. Clockwise from top left:

Images 1 & 5: The Rt Hon Anneliese Dodds MP for Oxford East visits Oxford River Cruises and The Folly Restaurant and meets Owner, Giles Dobson and Experience Oxfordshire CEO, Hayley-Beer Gamage

Image 2: Freddie van Mierlo MP for Henley and Thame visits the River & Rowing Museum in Henley on Thames and meets Director, Steve O’Connor and Experience Oxfordshire Head of Marketing & Partnership Services, Lesley Wright

Images 3 & 4: Sean Woodcock MP for Banbury visits Hook Norton Brewery and meets Managing Director, James Clarke and Experience Oxfordshire CEO, Hayley-Beer Gamage

Photographs by Experience Oxfordshire partner Studio8.

*Experience Oxfordshire celebrates English Tourism Week by connecting businesses with talent at Activate Learning Hospitality Lunch. Read the press release.

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

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

Lead by national tourism agency, VisitEngland, English Tourism Week specifically raises awareness among key stakeholders, including Government, Minsters, MPs and the media, of the huge contribution the English tourism sector makes to the UK economy contributing £106 billion, supporting 200,000 SME businesses and employing 2.6 million people.