Oxfordshire visitor economy businesses report mixed outlook amid economic uncertainty

20 May 2026 – Businesses across Oxfordshire’s visitor economy are reporting a mixed trading picture, according to the latest annual business survey from Experience Oxfordshire, the county’s official Local Visitor Economy Partnership.

The survey, which gathers feedback from tourism, hospitality and visitor economy operators across the county, revealed a sector balancing signs of growth with increasing concerns over economic pressures and global uncertainty.

More than half of respondents reported improved business performance during 2025 compared with the previous year. Specifically, 55% said visitor numbers had increased, while 62% recorded higher revenue. However, the findings also highlighted significant challenges, with 30% of businesses reporting a decline in visitor numbers and 35% seeing revenues fall compared with 2024.

Looking ahead to 2026, sentiment remained divided. While 59% of respondents said they expected a more successful year ahead, one in five anticipated a more difficult trading environment.

Economic conditions emerged as a major concern throughout the survey. Although most responses were gathered before the escalation of conflict in the Middle East, 47% of businesses said the economic climate was negatively affecting operations, with a further 19% describing the impact as “very negative”.

Businesses identified rising operational costs and fears around reduced consumer spending as the principal risks facing the sector over the coming months. In contrast to previous years, recruitment and staff retention were cited far less frequently as a concern, falling from 41% of respondents in 2024 to just 4% this year.

Respondents also highlighted the potential impact of international instability on the sector, including reduced traveller confidence, increased fuel prices, higher flight costs and broader inflationary pressures. Concerns were also raised about local and national government policies and their potential impact on Oxford’s position as the flagship visitor destination for the county.

The survey showed strong support for further government intervention to help the sector. Businesses called for reductions in VAT for hospitality and tourism operators, lower fuel costs and an extension of business rates relief measures.

Many operators also reported increasing difficulties in forward planning due to shorter booking windows. Half of respondents said bookings are now typically made within four weeks of travel, while 28% reported lead times of just seven days, which is double the level recorded in the previous year’s survey.

Commenting on the findings, Hayley Beer-Gamage, CEO of Experience Oxfordshire, said: “Our annual survey of visitor economy related businesses offers a snapshot in time but, by its nature, also provides critical insights into potential future risks. This year we were shown a sector striving to hold its own despite a range of economic challenges. Now, due to the current geo-political climate, as a sector we need to consider how to respond to a summer of uncertainty. We are fortunate in Oxfordshire that we offer products and attractions which appeal to many markets. The team at Experience Oxfordshire is continuing to ensure that Oxford and Oxfordshire remain front of mind as destinations through a range of upcoming activity, including attendance at Greater Together Los Angeles with VisitBritain, The Meetings Show, CHS Manchester and Destination Britain New Zealand and Australia, to ensure we continue to support driving growth to the destination and business to our partners.”

Results from Experience Oxfordshire’s 2026 Business Survey are available from Experience Oxfordshire’s research and insights page.

ENDS

Notes to editors

A summary of the research findings can be found here.

An infographic of some of the research findings can be found here.

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

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

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

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/