Experience Oxfordshire Ambassador partnership recognised as vital asset in county’s visitor economy growth agenda

2 April 2026 – Experience Oxfordshire Ambassador partners gathered at The Store, Oxford to celebrate the power of the partnership and the strong spirit of collaboration active within Oxfordshire’s visitor economy.

Guests were joined by Andrew Stokes OBE, England Director at the national tourist board, VisitBritain/VisitEngland, who shared insights from recent research and spoke of his organisation’s current priorities. Outlining drivers for growing global market share and the opportunity that development of the domestic market offers, he stressed the central role that England’s network of Local Visitor Economy Partners (LVEPs) play in establishing the growth opportunities for the visitor economy locally and nationally.

Whilst speaking of the growing recognition of the visitor economy in place-based development, Andrew Stokes complemented the county as a compelling destination but warned of the dangers of complacency and urged partners present to continue championing Oxfordshire and its LVEP, Experience Oxfordshire.

Following the event Andrew Stokes OBE said: “The Experience Oxfordshire Ambassador partnership is a huge asset to the county. As a destination Oxfordshire offers many reasons to visit and it has great appeal in both the domestic and international markets. Collaboration across the visitor economy is key for a destination to thrive. Experience Oxfordshire’s Ambassador partnership with its strong representation of commercial interests, local authorities and academia offering support to the county’s LVEP, ensures that the county can respond swiftly to both operational issues, and harness future opportunities, as they arise.”

After a reception on The Store’s exclusive rooftop terrace, where guests sampled the specially created Ambassador Cocktail featuring The Store’s award-winning World’s Best London Dry Gin 2025, Simon Drake, General Manager of The Store & Treadwell, welcomed guests whilst outlining The Store’s many achievements over the two years since it opened. Sharing exciting plans for the future Simon Drake said: “We value our strong relationship with Experience Oxfordshire and are proud of our role as an Ambassador partner supporting their work in growing the visitor economy. It has been a pleasure therefore to host fellow Ambassadors here at Treadwell once again and to have the opportunity of bringing together those who shape the county’s visitor experience in a building long part of Oxford’s story, and one we’re proud to represent within it.”

Following an excellent dinner in Treadwell, Stuart Crook, Chair of Experience Oxfordshire, said: “Many thanks to Simon Drake and his team at The Store for their warm welcome and fabulous hospitality. It was great to showcase our Ambassador partnership and collaboration. With a visitor economy generating £2.4 billion in Oxfordshire supporting forty-one thousand jobs, it is essential that key influencers and operators within the county maintain ongoing open communication and collaboration. We’re grateful for all the support our Ambassador partners offer our organisation, and through us the investment they therefore make in Oxfordshire’s future as a thriving visitor destination.”

Attending the event Heather Carter, Managing Director – Visitor Attraction, Blenheim Palace said: “As one of the founding Ambassador partners, Blenheim Palace is proud of its long association with Experience Oxfordshire and their work in building Oxfordshire’s visitor economy. As a visitor attraction with a significant interest in international markets we understand the importance to a destination of maintaining a relationship with the national tourist board. We are therefore delighted that Andrew Stokes has joined us this evening demonstrating the excellent working relationship our LVEP, Experience Oxfordshire, has fostered with VisitBritain/VisitEngland.”

Attendance at the annual Ambassadors’ Dinner included representatives from commercial businesses, service providers, local authority members and senior staff from across the county and beyond: Activate Learning, Bicester Village, Blenheim Palace, Bodleian Libraries, Cherwell District Council, GWR, Heythrop Park, Oxford Bus Company, Oxfordshire County Council, Puy du Fou, Schwarzman Centre for the Humanities, Stagecoach West, The Store Oxford, VisitBritain/VisitEngland.

The Experience Oxfordshire Ambassadors collectively bring valuable insight and strategic direction to the organisation’s work on behalf of the county.

ENDS

Notes to editors

Images 1 to 7 available via the following link. Additional images available via this link.

Image 1: (L to R) Simon Drake, General Manager of The Store, Oxford; Hayley Beer-Gamage, Chief Executive of Experience Oxfordshire; Andrew Stokes OBE, England Director at VisitBritain/VisitEngland; Stuart Crook, Chair of Experience Oxfordshire

Image 2: Andrew Stokes OBE addresses Ambassador partners at Experience Oxfordshire’s Ambassador Dinner

Image 3: Ambassador partners at Experience Oxfordshire’s Ambassador Dinner

Image 4: Stuart Crook welcomes Ambassador partners to Experience Oxfordshire’s Ambassador Dinner

Image 5: Simon Drake welcomes Ambassador partners to The Store, Oxford

Image 6: Ambassador partners at Experience Oxfordshire’s Ambassador Dinner

Image 7: (L to R) Perry Bushell, Commercial Director at the Bodleian Libraries; Andy Slater, Group Director at the Lifestyles Faculty, Activate Learning; Luke Marion, Managing Director at Oxford Bus Company

Photographs by Experience Oxfordshire partner Studio8.

Media contact: Lesley Wright at [email protected] Tel: 01865 686433

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 Experience Oxfordshire Impact 2024/25 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 [email protected]

To work with Experience Oxfordshire on marketing campaigns, contact [email protected]

To find out more about Experience Oxfordshire organised events go to the 2026 events calendar

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, Bicester Village, Blenheim Palace, Bodleian Libraries, Cherwell District Council, Great Western Railway, Heythrop Park, Oxford Bus Company, Oxfordshire County Council, Pye Homes, Stagecoach West, The Store Oxford, Westgate Oxford

You can keep up to date with Experience Oxfordshire’s activity by following:

Facebook – Experience Oxfordshire
Instagram – @experienceoxfordshire
X – @ExperienceOx and @ExperienceOxBiz and @ExOxVenues
LinkedIn – Experience Oxfordshire

VisitBritain/VisitEngland

VisitBritain/VisitEngland is the national tourism agency, a non-departmental public body funded by the Department for Culture, Media & Sport (DCMS). Statutory duties are to encourage people to visit Great Britain and people living in Great Britain to take their holidays there; encourage the provision and improvement of tourist amenities and facilities in Great Britain; advise any minister or public body on matters relating to tourism in Great Britain as a whole. visitbritain.org/about-us

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. Destination restaurant Treadwell serves breakfast, lunch, and dinner in an intimate, urban setting. Ascend to the rooftop bar where floor-to-ceiling glass frames unrivalled views of the city, with an outdoor terrace, the perfect location to sample the Store Spirits. The Store’s signature London Dry Gin was awarded the World’s Best London Dry Gin at the prestigious World Gin Awards in June 2025. The award follows the gin being named Best in Country for England in May 2025, marking a remarkable double win in its debut year.

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, cocooned in walnut-panelled walls, the Spa at The Store features three treatment rooms, a steam room, sauna, thermal relaxation area and sleek gym by Nohrd. A range of treatments are offered in partnership with two acclaimed British brands – OSKIA, delivering results-driven skincare and body therapies, and Verden, bringing a holistic, nature-led approach to wellbeing.

Whether indulging in wellness, sipping cocktails with a skyline backdrop, or exploring the city from its heart, The Store is Oxford’s cultural hub.

For further information visit thestoreoxford.com