Oxfordshire MPs signal support for transport, skills and tourism growth in Visitor Economy Roundtable

27 February 2026 – Nearly twenty months on from their arrival as newly elected Liberal Democrat MPs, Calum Miller MP (Bicester and Woodstock) and Charlie Maynard MP (Witney) shared their insights and experiences when they met online with industry representatives and sector stakeholders from across the visitor economy for Experience Oxfordshire’s Visitor Economy Roundtable.

Demonstrating the breadth and influence of the sector, representatives from local authorities, academia and the national tourism agency VisitBritain/VisitEngland joined Experience Oxfordshire partners from hospitality, retail, transport, venues and visitor attractions for an hour of discussion highlighting the sector’s strengths and its current challenges.

Businesses spoke of their concerns relating to VAT rates for heritage and cultural attractions, the abolishment of the VAT refund scheme, and the impact of increased employment costs and called for investment from central government in road, bus and rail infrastructure and a focus on community and placemaking. The current consultation relating to proposals for local government reorganisation was also raised and those attending were encouraged to review and respond to the proposals.

In response the MPs were united in recognising the challenges businesses face but also of the benefits their constituents derive from the county’s visitor economy and the need for a continued collaborative sector approach to protect Oxfordshire’s position as a globally recognised top visitor destination.

Hayley Beer-Gamage, CEO of Experience Oxfordshire chaired the discussion and said afterwards: “We are extremely grateful to our MPs Calum Miller and Charlie Maynard for joining our roundtable discussion, and to the many Experience Oxfordshire partners and key influencers from across the county who took the time to come together to discuss Oxfordshire’s visitor economy and the challenges facing our sector.

“Tourism contributes £2.4 billion to our local economy and supports 11% of the workforce. As a visitor destination, the county benefits from its strong geographical position, outstanding natural and built assets, and world-renowned heritage. However, we are facing increasing competition, from both other UK destinations and internationally, making it more important than ever that we work collaboratively to protect, strengthen and develop our offer to visitors. It was therefore extremely encouraging to hear how positively our MPs view the sector, along with their clear commitment to continued engagement and support with us and our partners.”

A recent Economic Value of Tourism report issued by VisitBritain/VisitEngland demonstrated the sector’s impact stating tourism is responsible for at least 4% of GDP and 5% of all employment across all nations and regions. Driven by inbound tourism, UK tourism is forecasted to grow by over 9% (exceeding that of the overall UK economy) by 2030, reaching a value of £161 billion and creating an additional 175,000 jobs.

ENDS

NOTES TO EDITORS

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.

For more information on Experience Oxfordshire see our latest Impact Report and go to experienceoxfordshire.org/partner or contact [email protected]

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

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Oxfordshire’s Visitor Economy

Value: £2.4bn
Trips: 25.3m
Employment: 41k (11% of employment)

Full summary experienceoxfordshire.org/partner/partner-benefits/research-and-insights/