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.

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Economic Impact Report 2022 – Oxfordshire

Our study shows a steady recovery in the volume of trips to Oxfordshire and related expenditure compared to 2021 but that a significant gap remains when comparing figures against those of pre-pandemic 2019. Overall, there was an increase in visitor numbers and related expenditure in 2022 compared to 2021, with numbers of trips to the county rising by 14% to 26.5 million.  Spend in nominal terms was up 38% at £2.17 billion, however the cost of living increased sharply across the UK in 2022 and the average annual inflation rate for the year was 8% reducing the real terms value of this growth. 2022 has seen a rise in the number of jobs supported by the visitor economy with some 10% of the county’s workforce employed within the sector.

  • In 2022, Oxfordshire welcomed 26.5m visits (up 14% on 2021 but still 14% down on 2019).
  • In 2022, the total value of tourism in Oxfordshire was £2.17bn, down 12% on 2019 (in nominal terms) and 17% below 2019 levels in real term value.
  • In 2022, 4.6m nights were spent in Oxfordshire by overseas visitors, spending a total £337m in the local economy
  • In 2022, 4.5m nights were spent in Oxfordshire by UK domestic visitors, spending a total £406m in the local economy
  • The visitor economy creates 10% of Oxfordshire’s current employment.

Link to the reports:

Economic Impact of Tourism – Oxfordshire 2022, Oxford 2022, Cherwell 2022

Previous year’s figures: Oxfordshire 2021, Oxford 2021, Cherwell 2021

Pre-covid figures: Oxfordshire 2019, Oxford 2019, Cherwell 2019

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.

View results

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.

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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.

View results

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 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, Oxford 2020, Cherwell 2020.

Previous year’s figures: Oxfordshire 2019, Oxford 2019, Cherwell 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, Oxford 2019, Cherwell 2019

Previous year’s figures: Oxfordshire 2018, Oxford 2018, Cherwell 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.

Download the Covid-19 Business Impact Report

covid business impact report

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