Visitor Economy Business Survey | Experience Oxfordshire

Visitor Economy Business Survey 2025-2026

Visitor Economy Business Survey 2025-2026

Don't know

Local (within 1 hour)

UK - 1-3 hours

UK - over 3 hours

International (non-Europe)

Experience Oxfordshire, the county’s Local Visitor Economy Partnership (LVEP) and Destination Management Organisation, is gathering feedback from all businesses across Oxfordshire to form a coherent picture of the operational environment and current levels of business confidence.

As an operator within the county’s visitor economy, we are keen to hear from you regarding your experiences of operating during the last year and your expectations of this year. Your input will inform Experience Oxfordshire’s dealings with opinion formers and decision makers in local and national government and in the development of marketing activity, business support services and strategic plans designed to grow the value of the county’s visitor economy.

All information shared with us will be treated as confidential and disclosures will not be directly attributable to you. Please note that by completing this voluntary survey you agree to your responses being collated and analysed by Experience Oxfordshire. No individual responses or contact details will be shared with any other third party.

Company

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Section 1 - About Your Business

Select one response per question unless otherwise stated.

Q1. What best describes your business?(Required)

Serviced accommodation (hotel, B&B / guest house, inn)

Non-serviced accommodation (self-catering, camping, glamping, caravan site)

Conference / business venue

Visitor attraction (including arts, museums)

Activity / experience provider

Café, bar or restaurant

Retail

Theatre, music venue, cinema

Festival / event organiser

Transport operator

Other

Please specify(Required)

Q2. Where is your business located?(Required)

Oxford City

Cherwell District

West Oxfordshire

Vale of White Horse

South Oxfordshire

Outside Oxfordshire

Q3. What size is your business?(Required)

1 - 9 employees (Micro)

10 - 49 employees (Small)

50 - 249 employees (Medium)

250 or more employees (Large)

Q4. Are you a partner of Experience Oxfordshire?(Required)

Yes

Previously, but not currently

Q5. Have you signed up to The Oxfordshire Welcome?(Required)

Yes

Not aware of this initiative

Q6. What percentage of your business activity typically takes place in each season? Select one response per row/section.(Required)

	Under 25%	Up to 50%	Up to 75%	Over 75%
Spring
Summer
Autumn
Winter

Section 2 - Business Performance

Select one response per question unless otherwise stated.

Q7. How did your business perform in 2025 compared to 2024?(Required)

Much better

A little better

The same

A little worse

A lot worse

Don't know

Q8. How did your visitor numbers in 2025 compare to 2024?(Required)

Significantly up

Slightly up

The same

Slightly down

Considerably down

Don't know

Q9. What percentage of your usual capacity did you operate at in 2025?(Required)

Under 25%

Up to 50%

Up to 75%

Over 75%

Q10. How did your 2025 revenue compare to 2024?(Required)

Significantly up

Slightly up

The same

Slightly down

Considerably down

Don’t know

Q11. What proportion of your visitors pre-book?(Required)

Under 10%

10–25%

26–50%

51–75%

Over 75%

Don’t know

Q12. What is the typical lead time for most bookings?(Required)

Not applicable

Same day

24 hours

48 hours

7 days

2-4 weeks

2-3 months

Other

Don't know

Please specify(Required)

Q13. How far do your customers and visitors travel from? Select one response per row/section.(Required)

Q14. How do you expect your business to perform in 2026?(Required)

Much better

A little better

The same

A little worse

A lot worse

Don’t know

Q15. Which markets are a priority for you in 2026? Select one response per row/section.(Required)

	High priority	Medium priority	Low priority	N/A
Local residents
Domestic day visitors
UK staying visitors
European visitors
International visitors
Business / corporate
Coach / leisure groups
Education trips
Personal events

Section 3 – Wider Economy

Select one response per question unless otherwise stated.

Q16. How is the current state of the UK economy affecting your business?(Required)

Very positively

Positively

Neutral

Negatively

Very negatively

Don't know

Q17. How are you responding to increased costs? Select all that apply.(Required)

Increasing prices up to 10%

Increasing prices more than 10%

Reducing staff

Pausing recruitment

Opening for longer

Delaying investment / maintenance / building works

Increasing secondary spend (shop/bar/café revenue)

Reducing opening hours

Closing for winter

Not sure

Not affected

Other

Please specify(Required)

Q18. What is your biggest concern for the next six months?(Required)

Visitor and customer numbers

Infrastructure

Recruitment

Interest rates

Staffing costs

Staff retention

Skills shortages

Access to finance

Energy costs

Consumer spending decline

Operational costs

Business rates

Other

Please specify(Required)

Q19. What interventions would help your business most? Select all that apply.(Required)

Reduce VAT on hospitality and tourism

Reduce VAT on energy

Reduce VAT on food supply

Business rates relief

Greater investment in destination marketing

Business support to reduce costs

Business support to maximise sales and revenue

Sector specific grants

Reintroduction of tax-free shopping

Other

Please specify(Required)

Section 4 - Accessibility & Inclusion

Select one response per question unless otherwise stated.

Q20. Which accessibility actions do you have or plan to implement? Select one response per row/section.(Required)

	Already have	Plan to implement	Have and expanding	No plans	Not applicable
Staff disability awareness training
Hearing loop
Website meets accessibility standards
Customer feedback from disabled customers
Accessible parking and drop off areas
Disabled people in marketing
Accessibility Champion
Accessible toilets / changing places
Accessibility information on website
Step-free entrance
Recruitment of disabled staff

Q21. Are you aware of VisitEngland’s Accessible and Inclusive Tourism Toolkit?(Required)

Yes, and we use it

Yes, intend to use

Yes, no plans to use

Section 5 - Sustainabilty

Select one response per question unless otherwise stated.

Q22. What sustainability initiatives do you undertake? Select all that apply.(Required)

Recycling/waste reduction

Sustainable suppliers

Promoting sustainable transport options

Water conservation

Renewable energy

Eco-friendly product lines

Sustainable packaging

Community environmental work

Sustainability education

Cycle friendly

Other

Please specify(Required)

Q23. Do you have a sustainability strategy?(Required)

Yes

Don't know

Q24. If no, do you plan to develop one in the next 12 months?(Required)

Yes

Don't know

Q25. Do you have sustainability awards or accreditation?(Required)

Yes

Don't know

Please specify(Required)

Q26. Are you aware of B Corp certification?(Required)

Considering applying

B Corp certified

Section 6 - Your Details

Name(Required)

First

Business name(Required)

First

Position(Required)

Email(Required)

Would you like to receive future communications from Experience Oxfordshire?(Required)

Yes