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.


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 initial analysis of the effect of the outbreak and subsequent lockdown on visitor economy businesses across the county. The healthcare and political situation is moving quickly, and some of the perspectives in this study may fall rapidly out of date. This document reflects our understanding as of April 25, 2020. We will update it as the situation evolves.

Download the Covid-19 Business Impact Report



Economic Impact Study 2018 – Oxfordshire

Experience Oxfordshire commissions an annual Economic Impact Report which is produced by Destination Research.

The report presented a positive assessment of the Visitor Economy in Oxfordshire with the following key findings;

  • 31.7 million trips were made to Oxfordshire in 2018
  • £2.27 billion is the value of tourism in Oxfordshire
  • 38,727 jobs are supported by tourism activity
  • 2.8 million overnight trips
  • 9.7 million nights spent in County in total

Headline Economic Impact of Tourism – Oxfordshire 2018

Headline Economic Impact of Tourism – Oxford 2018

Headline Economic Impact of Tourism – Cherwell 2018

To enquire about access to the full reports, please contact


Oxford Destination Report April 2015 – September 2016

Since April 2015, the national tourist boards of VisitEngland, VisitScotland and VisitWales have been tracking visitor perceptions of holiday destinations across GB in a single research vehicle.

This study explores behavioural and experience measures such as visitation, spend, stay
length, satisfaction and advocacy within individual destinations. As well as the imagery
perceptions of each destination and the report provide a snapshot of:

1. A demographic split of destination visitors
2. The behaviours exhibited at the destination: How loyal are they to the destination and how satisfied were they with their trip?
3. How GB holidaymakers perceive this destination and how does it compare with others?

Download the Oxford Destination Report


Top 10 International Visitors to Oxfordshire in 2016 

Experience Oxfordshire compiles the top 10 nationalities visiting the County on an annual basis. The data is taken from VisitBritain’s international visitor research which uses the International Passenger Survey to ask visitors a range of questions about their visit to the UK including country of origin and journey purpose.

Download the top 10 international markets in Oxfordshire report


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 call Antonio Ferrara on 01865 686433 or email.