Research and Insights
Experience Oxfordshire commissions and conducts research into the visitor economy in Oxfordshire. This includes an annual Economic Impact Study and research into specific areas of the visitor economy such as international visitors.
Contact partnership@experienceoxfordshire.org for further information.
Oxfordshire’s Visitor Economy: Economic Impact Report 2023
Our study of 2023’s visitor economy, showing an increase in volume and value in line with inflation, indicates a steady but ongoing journey towards recovery.
Compared to 2022 trips to Oxfordshire are up 7% (8% short of pre-pandemic numbers) and value is up 7% (but still 6% down on 2019, in nominal terms). 2022 was seen as a particularly good year for domestic tourism and Oxfordshire reflects the national picture which shows the number of overnight trips made by UK residents in 2023 dropping 5%, (28% down on 2019). Stays by international visitors, in comparison, were up 9% (up 2% on 2019).
- In 2023, Oxfordshire welcomed 28.4m visits (up 7% on 2022 but still 8% down on 2019)
- In 2023, the total value of tourism in Oxfordshire was £2.3bn, up 7% in nominal terms on 2022 but still down 6% on 2019 (in nominal terms) and 9% below 2019 levels in real term value
- In 2023, 5.1m nights were spent in Oxfordshire by overseas visitors, spending a total £374m in the local economy
- In 2023, 4.4m nights were spent in Oxfordshire by UK domestic visitors, spending a total £414m in the local economy
- The visitor economy creates 10% of Oxfordshire’s current employment.
Link to the reports:
Economic Impact of Tourism – Oxfordshire 2023, Cherwell 2023
Previous year’s figures: Oxfordshire 2022, Cherwell 2022, Oxford 2022
Pre-covid figures: Oxfordshire 2019, Cherwell 2019, Oxford 2019
Visitor Economy Business Survey 2024
This performance and opinion survey of Oxfordshire businesses involved in the county’s visitor economy covers performance during 2023 and predictions for 2024.
It reports on opinions regarding issues affecting businesses and summarises the type of business support and interventions needed to develop a year-round thriving visitor economy.
The survey was generated through an online survey live on experienceoxfordshire.org from January to March 2024 and the key findings listed here are based on responses from business from across Oxfordshire: 51% Oxford City, 17% South Oxfordshire, 14% West Oxfordshire, 12% Vale of White Horse, 6% Cherwell. 39% were attractions or experience operators, 21% were from services accommodation businesses. 39% were small businesses (under 50 employees), 31% were medium sized businesses (51-250 employees) and 18% micro-businesses (under ten employees).
Visitor Economy Business Survey 2023
This performance and opinion survey of Oxfordshire businesses involved in the county’s visitor economy covers performance during 2022 and predictions for 2023. It reports on opinions regarding skills shortages affecting businesses and summarises the type of business support and interventions needed to develop a year-round thriving visitor economy. The survey was managed using SNAP software and was based on a sample of business from across Oxfordshire: 44% Oxford City; 22% West Oxfordshire; 15% Cherwell; 7% Vale of White Horse; 5% South Oxfordshire.
Visitor Perceptions of Tourism in Oxfordshire 2023
With a view to shaping future strategic activity, the purpose of the research was to gather insights into current perceptions and awareness of the county as a tourist destination and identify any barriers for those who choose not to visit. This report is based on 519 responses to a “have your say” online platform style survey using a structured questionnaire.
Oxfordshire Residents’ Perceptions of Tourism 2023
The aim of the research was to better understand the views and opinions of Oxfordshire residents’ with regard to the value and impact of the county’s visitor economy and their own preferences when enjoying leisure time within the county. The report is based on 307 responses spread across all five districts.
Visitor Economy Business Survey 2022
The report gives the opinions and experiences of 114 Oxfordshire based businesses, responding to a “have your say” style online survey. They comment on business performance in 2021, their expectations of 2022, views on consumer trends and what external support they would benefit from as the economy recovers. Here we have the key findings and the full report is available to Experience Oxfordshire Partners on request.
Link to the key findings:
Visitor Economy Survey – 2022
Consumer Survey 2022
The report contains insights taken from the responses of 502 visitors who completed a “have your say” style online survey. Subjects covered include impact of the pandemic on their holiday planning, perceptions of Oxfordshire as a destination, key reasons for visiting the county and likelihood to return. Here we have the key findings and the full report is available to Experience Oxfordshire Partners on request.
Link to the key findings:
Consumer Survey – 2022
Economic Impact Report 2021 – Oxfordshire
Our study shows the severe impact the Covid-19 pandemic has had on the Oxfordshire Visitor Economy.
Link to the reports:
Economic Impact of Tourism – Oxfordshire 2021, Cherwell 2021, Oxford 2021
Previous year’s figures: Oxfordshire 2020, Cherwell 2020, Oxford 2020
Economic Impact Report 2020 – Oxfordshire
Our study shows the severe impact the Covid-19 pandemic has had on the Oxfordshire Visitor Economy.
Links to the reports:
Economic Impact of Tourism – Oxfordshire 2020, Cherwell 2020, Oxford 2020
Previous year’s figures: Oxfordshire 2019, Cherwell 2019, Oxford 2019
Economic Impact Report 2019 – Oxfordshire
Our study found that Oxfordshire has a healthy tourist economy that contributes significantly to the region: 2019 was in fact one of our best years ever.
Links to the reports:
Economic Impact of Tourism – Oxfordshire 2019, Cherwell 2019, Oxford 2019
Previous year’s figures: Oxfordshire 2018, Cherwell 2018, Oxford 2018
The results for 2020 will be released in November 2021.
Covid-19 Visitor Economy Business Impact Study – April 2020
The coronavirus outbreak is first and foremost a human tragedy, but it is also having a growing impact on the global economy. Oxfordshire’s visitor economy is no exception, and the aim of this study is to provide an analysis of the initial effect of the outbreak and first lockdown on visitor economy businesses across the county.
VisitBritain has been surveying customer attitudes about the coronavirus pandemic with its Consumer Sentiment Tracker.
Oxford Destination Report
The national tourist boards of VisitEngland, VisitScotland and VisitWales measure visitor perceptions of holiday destinations across Great Britain. This report describes attitudes toward, and satisfaction with, Oxford as a domestic tourist destination in data collected from April 2015 – January 2018.
Download the Oxford Destination Report
International Visitors to Oxfordshire
Download report on international visitor markets in Oxfordshire from 2005-2015
Further research and insight in the Oxfordshire Visitor Economy
If you have any questions about the research featured on this page or have other questions about specific areas of interest, please contact marketing@experienceoxfordshire.org
