New domestic research shows Oxfordshire benefits from loyal visitor base and highlights opportunities for future growth

2 September 2026 – Experience Oxfordshire’s latest visitor research reveals strong repeat visitation, positive perceptions of the county and significant opportunities to attract new audiences. As the summer draws to a close, the new research from Experience Oxfordshire, the destination management organisation and official Local Visitor Economy Partnership for Oxfordshire, has revealed a strong and loyal visitor base, alongside significant opportunities to grow the county’s appeal to new audiences.

The in-depth national survey of UK residents, which explored the perceptions, preferences and behaviours of visitors and non-visitors to Oxfordshire, provides valuable insight into the county’s visitor economy and offers a positive endorsement of the quality and breadth of the experience available to visitors. The research found a high level of repeat visitation, with 68% of visitors surveyed having visited Oxfordshire multiple times over the past three years, including 21% who visit several times a year.

Visitors are attracted by a broad mix of experiences, with history and heritage (34%), the range of attractions (30%), experiences (26%) and culture (25%) among the leading reasons for visiting. Personal connections were also an important factor, cited by 21% of respondents. During their most recent trip, 39% visited cafés, pubs or restaurants, while 25% visited a visitor attraction, including heritage properties and museums. A further 26% went sightseeing or exploring, while 18% enjoyed an arts or cultural experience. The destination’s official website experienceoxfordshire.org was known as a source of information by 66% of visitors.

Oxford was the most frequently visited destination within the county, while the research also identified notable levels of visitation to the market towns and destinations including Bicester, Henley, Banbury, Chipping Norton, Burford, Woodstock, Abingdon, Witney and Thame.

The research showed high satisfaction levels and strong intention to return, as visitors rated Oxfordshire highly against a range of attributes associated with a successful visitor destination. In particular, the county performed strongly for its general feeling of safety, the range and quality of its hospitality and visitor attractions, its cultural scene, cleanliness and the overall visitor experience. 31% of visitors were aware of The Oxfordshire Welcome. This positive experience is reflected in visitors’ intention to return, with 83% saying they are likely to visit Oxfordshire again, including 34% who say they definitely will, and a large proportion saying they would recommend Oxfordshire.

Visitors are most commonly travelling with a partner (39%), family (25%) or friends (24%), highlighting the importance of Oxfordshire’s broad appeal across different visitor groups. The research also highlights the increasingly short lead-in times for visits. Almost a third of visitors who booked accommodation did so within a week of travelling, including 22% who booked a week before their trip and 9% who waited until they arrived. The largest single group, 29%, booked their accommodation between two weeks and one month before their trip. There is, however, a clear opportunity to encourage visitors to plan and book more of their experiences in advance. Of those who booked accommodation online, 39% did not book any activities or experiences before their visit, while fewer than a quarter pre-booked restaurants, events or attractions.

Whilst the research highlighted consistent visitors it also revealed clear opportunities to reach new audiences. Despite the current economic climate, the research suggests that Oxfordshire’s visitor base remains relatively resilient. 43% of respondents said they had experienced no financial impact, while 40% said they were being more careful about how they spend and 12% were cutting back. Overall, 64% expected to spend the same or more on leisure activities this year, although 29% expected to spend less or nothing.

The survey reached a broad UK audience, with respondents most strongly represented in the South East (32%), followed by the South West (14%), London (13%) and the West Midlands (11%). These geographically close markets represent an important opportunity for future growth. Significantly, the research also revealed a clear difference between the perceptions of people who have experienced Oxfordshire and those who have not with a significant proportion not knowing enough about the destination to have an informed opinion. Among non-visitors, 38% said they did not know enough about Oxfordshire to form an opinion, while a further 15% held a negative view despite never having visited. Therefore, the findings suggest that increasing awareness and understanding of the breadth of experiences available across Oxfordshire could play an important role in converting potential visitors into actual visitors and extending the benefits of tourism across the county.

Responding to the findings of the survey, Hayley Beer-Gamage, CEO of Experience Oxfordshire, said “There is a significant level of detailed insight provided by this research. It highlights some clear wins for Oxfordshire, including a loyal visitor base who value our excellent hospitality, quality experiences and the range of things to see and do across the county. Businesses across Oxfordshire’s visitor economy work incredibly hard to deliver memorable experiences for visitors from across the UK and around the world, and it is particularly encouraging to see that visitors recognise and value that experience and the welcome they receive.

“At the same time, the research identifies a significant opportunity for growth. A substantial number of potential visitors in our key catchment areas have limited awareness of what Oxfordshire has to offer. For us, this is a clear opportunity to strengthen our messaging, reach new audiences and encourage more people to discover the breadth of experiences available across the county. Experience Oxfordshire will use these insights to inform our strategic planning, marketing and promotional activity and seek funding to remain competitive with other destinations, on behalf of the county’s visitor economy. Nearly 90% of visitors to Oxfordshire are domestic and we can use this to encourage existing and new audiences to stay longer and spend more in our fantastic destination.

Experience Oxfordshire commissioned Destination Research to conduct the consumer survey among visitors and non-visitors to Oxfordshire. The results are based on a national online panel survey of consumers using a structured questionnaire and provides an objective view of the wider public, identifying what the average person thinks of Oxfordshire.

A summary of the Experience Oxfordshire UK Visitors’ & Non-Visitors’ Perceptions & Experiences Survey findings can be found here.

ENDS

NOTES TO EDITORS

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

Image available via the following link.

Media contact: Lesley Wright at [email protected] Tel: 01865 686433

About Experience Oxfordshire

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]

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

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