experienceoxfordshire.org/partner
CHAIRMAN’S FOREWORD
STUART CROOK
Experience Oxfordshire Chair
At the beginning of the 2025/26 financial year our research showed that Oxfordshire’s visitor economy was weathering the tough economic environment. Despite an 11% drop in visitor numbers, tourism’s value to Oxfordshire had risen by 4% to £2.4 billion with tourism supporting 41,000 jobs, 11% of our local workforce.
Day visits had fallen by 12%, mirroring national trends, but domestic overnight stays had dipped just 1%, far outperforming the 10% national decline Overnight stays by international visitors had grown by 5%, showing Oxfordshire’s strong global appeal
Through Experience Oxfordshire’s annual business survey, operators expressed their concerns about the coming year Although 27% were cautious, concerned regarding future business or worried about consumers having less disposable income, 70% of respondents were expecting their business to perform well. Aware of ongoing challenges, businesses said they were looking for efficiencies, delaying investment, tightening their belts in terms of staffing and recruitment. Some were raising prices but many were diversifying and seeking out new revenue streams
Experience Oxfordshire’s visitor and resident surveys offered hope in these concerning times. 91% of visitors responding found Oxfordshire appealing as a destination and 85% were likely to recommend Oxfordshire as a destination to visit. These results were a positive endorsement of Oxfordshire and its local businesses 93% of respondents felt welcome during their visits and 96% stated they were likely to visit again soon. In support of the sector, 89% of local residents responding recognised the importance of tourism to Oxfordshire in terms of the c makes to the local economy.
We are fortunate that Oxfordshire as a destination b natural and built attractions, alongside cultural an experiences, which continue to attract visitors locall and from overseas. In Experience Oxfordshire the businesses operating within its visitor economy organisation which uses its influence and resources to the destination retains this unique profile.
The Board of Trustees are grateful for the ongoing Ambassador partners and business partners across offer our organisation and our excellent executiv delivering this activity.
We are fortunate that Oxfordshire as a destination benefits from natural and built attractions alongside cultural and historical experiences, which continue to attract visitors locally, nationally and from overseas.”
This 2025/26 review demonstrates the impact of Experience Oxfordshire’s wide-ranging programme of activity. I hope that having seen the value of this work, if you have not already done so, you will consider joining Experience Oxfordshire and become part of a collective effort to strengthen Oxfordshire’s visitor economy and enhance this world-class visitor destination and thriving place to live, work, study and invest.
CHIEF EXECUTIVE’S REPORT
HAYLEY BEER-GAMAGE
Experience Oxfordshire CEO
We employ our skills and expertise to create opportunities and to develop relationships which benefit businesses within the Oxfordshire community.”
The events are always well received and are critical to the development of the partner network. Highlights included the 2026 Cultural Platform at Blenheim Palace where President of RG Live and Senior Vice President of Sony Music Masterworks, Anthony Findlay, shared a lifetime of experience offering a fascinating insight into the world of live events; and in Oxford, the third Hospitality Lunch organised with Activate Learning during English Tourism Week gave young Learners from the hospitality school at the beginning of their careers the opportunity to engage with potential future employers
In reflecting on last year’s successes, as CEO I would like to thank all our partners for supporting Experience Oxfordshire and express particular thanks to our Ambassador partners whose support underpins so many of our activities. The team at Experience Oxfordshire remain committed to supporting our partners, advocating for the sector, ensuring Oxford and Oxfordshire are kept front of mind as a visitor destination and working to ensure the destination continues to achieve productive, sustainable growth.
THE VALUE OF OXFORDSHIRE’S VISITOR ECONOMY
Tourism and the wider visitor economy are key contributors to Oxfordshire's success as a destination. Spending by visitors and the associated business investment boost the local economy, fund services and experiences enjoyed by residents, create jobs, and open pathways for skills development and career progression.
25.3 million numbers of trips
£2.4 billion economic value
23 million day visitors overnight stays 2.3 million
1.5 million overnight domestic trips
40,795 jobs supported £417 million overnight domestic spend
820,000 overnight international trips £381 million overnight international spend
Visit our Research and Insights page for the latest data on Oxfordshire’s visitor economy. Research and insights
experienceoxfordshire.org/partner/partner-benefits/research-and-insights
THE VALUE OF OXFORDSHIRE’S VISITOR ECONOMY
ABOUT EXPERIENCE OXFORDSHIRE
Experience Oxfordshire is the trading arm of the parent charity, the Experience Oxfordshire Charitable Trust, we are a not-for-profit organisation, committed to the promotion, management and development of Oxfordshire as a great destination to live, work, visit and do business. We raise our income through the provision of partnership services and through engagement with visitors via Oxford Official Walking Tours.
We work with a growing partnership network of some 200 businesses spanning all sectors linked to the visitor economy Partners access a range of benefits and business development support to deliver a joint ambition of making tourism work for everyone and to drive sustainable growth across the visitor economy by increasing the value of visitor expenditure
We were one of the first English destination management organisations to gain Local Visitor Economy Partnership (LVEP) status when, in 2023, VisitEngland began the application of a new strategic structure to the English tourism delivery landscape
As a member of the LVEP group of high performing locally supported organisations, we advocate for the sector, enjoying a clear line of communication to the key national bodies, Department for Culture, Media and Sport and other government departments influencing tourism.
As the LVEP for Oxfordshire we are the national tourism agencies’ principal local delivery partner ensuring the county’s visitor economy features in VisitBritain’s global marketing and trade engagement activities and local businesses have access to bespoke training packages and distribution channels.
Experience Oxfordshire is a corporate member of the All-Party Parliamentary Group (APPG) for Events, a cross-party group made up of members from both Houses of Parliament. The group champions the UK events industry by increasing its profile among Members of Parliament, Government Ministers, and senior officials across Whitehall.
A PROFESSIONAL APPROACH TO PARTNERSHIP
Advocacy
The official Local Visitor Economy Partnership (LVEP) for the county, speaking on behalf of Oxfordshire’s visitor economy at local, regional and national level
Website
All partners have a dedicated page on experienceoxfordshire org, which had over a million pageviews in 2025/26
Venue finding service
Promoting partners’ meeting, conference or events venues through our dedicated buyer website experienceoxfordshire org/venues and on territory representation This activity generated requests for proposals worth almost £1.2 million in 2025/26
Social media
Promoting partner businesses through an extensive social media programme to our 47k+ followers
Discounted marketing
Partners receive discounts on marketing campaigns including the annual Oxfordshire Visitor Guide
Media relations
Hundreds of press enquiries are serviced each year from local, national and international journalists, content creators and social media influencers Estimated reach for leisure tourism stories in 2025/26 was 45 million
Business support
Offering practical advice and expert guidance; signposting funding sources and grant streams; identifying productive leads and brokering introductions. As the county’s LVEP we provide access to VisitBritain/VisitEngland’s training platforms and opportunities
Partner discounts
Our Perks for Partners programme offers exclusive partner only discounts on things to see and do in Oxfordshire –a great benefit to offer team members and to drive visits to your business
Networking and events
Exclusive access to our year-round programme of partner meetings, seminars and networking events. 700 participants attended the 15 events we held in 2025/26
OUR AMBITION STATEMENT
Work with businesses and stakeholders to improve growth and productivity across the visitor economy; leading effective destination management, whilst ensuring that tourism works for everyone across Oxfordshire
Grow the Experience Oxfordshire partnership and make it work for small and large businesses offering a flexible value for money proposition
Encourage visits that offer the best balance of impact and contribution to the county
Encourage long term investment and support from the public and private sectors to ensure that the county has a sustainable DMO that can deliver our destination management ambitions and drive growth
Work to deliver a joint vision of pride in place across the city and county that engages with both residents and visitors to improve welcome and experience
Drive growth across the visitor economy by increasing the value of visitor expenditure by 5% year-on-year
Spread the tourist season throughout the year to decrease the impact of seasonality and to encourage visitors to explore the whole county
Advocate for the importance of the sector and influence stakeholders to address issues that hinder productivity and growth and to encourage skills development and job creation
Increase overnight stays from both international and domestic visitors ensuring an increased spend per visit
Encourage and enable the exploration of cultural treasures across the county by local people
ADVOCACY FOR THE VISITOR ECONOMY
Experience Oxfordshire uses its unique position as the Local Visitor Economy Partnership (LVEP) for the county to speak on the sector’s behalf and to engage locally and nationally with key decision makers and influencers.
Virtual LVEP roundtable with Tourism Minister
CEO Hayley Beer-Gamage represented the county’s visitor economy at a virtual roundtable with the then Tourism Minister Sir Chris Bryant MP, organised by the Department for Culture, Media and Sport (DCMS). The session brought together LVEPs from across England to share insights and intelligence in support of the development of the governments’ upcoming Visitor Economy Growth Strategy, due to launch later this year. The conversation continued when Experience Oxfordshire, supported by the Schwarzman Centre for the Humanities, hosted a consultation meeting between the DCMS’ Deputy Director for the Visitor Economy and invited members of the county’s visitor economy who shared their views on the challenges and opportunities of operating in a highly competitive market during a discussion on the emerging DCMS Visitor Economy Growth Strategy for England.
Roundtable with Oxfordshire MPs
Liberal Democrat MPs, Calum Miller MP (Bicester and Woodstock) and Charlie Maynard MP (Witney) shared their insights when they met online with representatives and sector stakeholders from across the Oxfordshire visitor economy at Experience Oxfordshire’s Visitor Economy Roundtable. Representatives from local authorities, academia, the national tourism agency VisitBritain/VisitEngland joined with partners from hospitality, retail, transport, venues and visitor attractions for an hour of discussion highlighting the sector’s strengths and current challenges.
Oxfordshire County Council visitor economy engagement
CEO Hayley Beer-Gamage joined Martin Reeves, Chief Executive of Oxfordshire County Council, on a series of insightful visits to Experience Oxfordshire Ambassador partners and partners in Oxford
- Bodleian Libraries, Mercure Oxford Eastgate Hotel, Modern Art Oxford and The Store, Oxford - and in Oxfordshire - Bicester Hotel, Golf and Spa, Fairytale Farm, Hilton Garden Inn Abingdon, and Mollie's Motel & Diner - to discuss the range of local visitor experiences and current operating challenges.
Conversations highlighted just how vital the £2.4 billion visitor economy is to Oxfordshire - not only in terms of economic impact, but also in driving skills development, job creation, and sustainable growth.
ADVOCACY FOR THE VISITOR ECONOMY
Afternoon of Champions: From Vision to Visitor
Experience Oxfordshire was delighted to partner with Oxfordshire County Council to deliver “An Afternoon of Champions: From Vision to Visitor” designed to uncover the stories behind our successful visitor economy.
Taking place at Rhodes House, our CEO Hayley Beer-Gamage introduced our partners Tim Rees, Founder, TreeDwellers; Nick Laister, Owner, Fairytale Farm and Laister Planning Ltd; and Mat Davies, Director of Estate, Rhodes House who covered a broad range of topics from partnership to mission and accessibility to sustainability along with their own individual journeys. Robin Johnson, Deputy CEO and Global Marketing, VisitBritain, brought to life the work being done on the global stage to showcase our region and drive visitation.
Oxfordshire Business Summit
Our CEO joined an expert panel at the inaugural Oxfordshire Business Summit held at Blenheim Palace to highlight the importance of the visitor economy sector as part of the county’s opportunity for growth
State of the Nation white paper
Our CEO joined a panel of industry experts from Butlin's, Marriott, Shearings and Wightlink for Accord's State of the Nation white paper, "What's next for the UK's tourism sector?" Bringing together their combined perspectives and exclusive insights, this document offers a look at how the sector is evolving and addresses the challenges and opportunities facing the UK tourism sector today.
All-Party Parliamentary Group for Events
The Business Visits and Events (BVE) market is a highly valuable component of Oxfordshire’s visitor economy, spreading benefit across the county As an invited member of the All-Party Parliamentary Group (APPG) for Events our CEO has the opportunity to raise the profile of the business events sector, nationally but also locally for Oxford and Oxfordshire with members of Parliament and stakeholders from across the UK events industry.
Hayley was one of 42 senior leaders from 42 countries who met at the IBTM Forum for Advocacy 2025 to share insights and solutions shaping a stronger, more sustainable, events economy.
Afternoon of Champions
Business Summit
All-Party Parliamentary Group for Events
Oxfordshire
English Tourism Week
VisitEngland’s English Tourism Week, raises awareness of the huge contribution English tourism makes to the UK economy and its powerful potential to drive economic growth and prosperity across all regions Experience Oxfordshire supports the annual campaign with CEO, Hayley Beer-Gamage, a member of the Steering Group and the team delivering a full programme of high-profile activity. During the week the national tourist board invites visitor economy operators and stakeholders to champion the sector through political engagement nationally, regionally and locally –demonstrating to political decision-makers and key influencers including Ministers, MPs, industry and the media, the vital importance of tourism to England and local communities
Oxfordshire delivered a full house when all seven of the county’s MPs expressed their support for the sector following visits organised by Experience Oxfordshire to visitor economy businesses in their constituencies.
Visit the English Tourism Week 2026 MP visits page
ADVOCACY FOR T R ECONOMY
Rt Hon Anneliese Dodds MP at voco Oxford Spires
Layla Moran MP at Modern Art Oxford
Sean Woodcock MP at Heythrop Park
Calum Miller MP at The Feathers
Charlie Maynard MP at Wood Brothers Distilling Co
Olly Glover MP at Milton Hill House
Freddie van Mierlo MP at Waterperry Gardens
MARKETING
Through our website, regular communications and digital guides Experience Oxfordshire maintains an ongoing conversation with potential visitors, residents and friends of Oxfordshire around the world, sharing inspirational ideas to encourage visits.
We work on marketing initiatives in partnership with VisitBritain/VisitEngland and we have strong relationships with local, national and international media. We extend our reach by delivering high performing marketing campaigns on behalf of our partners and the county.
Only in Oxfordshire summer campaign
Our summer 2025 Only in Oxfordshire campaign ran across Facebook and Instagram with the objective of encouraging overnight stays and driving traffic to the experienceoxfordshire.org homepage and our partners product.
Experience Oxfordshire promotional reach
411,000 newsletters issued
1,001,000 pageviews
47,000 social media followers
1,800,000 social media reach
The Store, Oxford and Oxford Official Walking Tours
Complementing the summer campaign, Experience Oxfordshire partnered with The Store, Oxford throughout the month of June to promote the awardwinning Oxford Official Walking Tours. The Store's window space was decked with eye-catching, stylised versions of the city’s famous landmarks attracting interest to both the tours and partner product. There was a competition to win a stay at The Store plus an Oxford on Screen private walking tour, generating leads for future marketing activity.
The Oxfordshire Welcome
The Oxfordshire Welcome initiative invites businesses to align with 14 pledge-points confirming their commitment to delivering great customer service. It’s a self-assessment process, free to join, and was designed to build pride within the sector whilst giving confidence in Oxfordshire to potential visitors.
There are currently 200 businesses supporting the scheme including our Ambassador partners Oxford Bus Company and the Oxford Tube who proactively promoted the scheme this year via their onboard screens
MEDIA RELATIONS
During the year the team responded to 75 media enquiries from eight markets around the globe reaching an audience of approximately 45 million with 65 opportunities offered to Experience Oxfordshire partners.
Many enquiries have been pre-screened by VisitBritain’s press office and the team works closely with the national agencies to build coverage from media outlets and content creators at home and internationally
We respond to their regular “content call-outs” providing ideas and inspiration which they feature in their round-ups to the world’s travel media. We attend VisitEngland’s annual Meet the Media event where we update press and content creators on the latest product developments in the county.
In a global tourism marketplace, where Britain is a familiar destination to many, we need to ensure Oxfordshire remains fresh and aspirational, top of mind for potential visitors. We are delighted to have worked with our partners in delivering such an exciting set of press trips this year
One of the most impactful media visits was for Chinese content creator Sicilia, in collaboration with Guanxi Further to an action-packed 4-day visit in Oxfordshire, Sicilia published engaging content across RedNote, The Channel, Mafengwo.com, Ctrip.com and Weibo, reaching 1.27 million followers and resulting in an impressive 3.5 million impressions. Her vlogs and posts feature Ambassador partners the Bodleian Libraries, Blenheim Palace, Heythrop Park, The Store, Oxford, partners The Randolph Hotel, a Graduate by Hilton, Christ Church and The Feathers Hotel, plus our Oxford Official Walking Tours.
75 media enquiries
45,000,000 estimated reach
65 opportunities for Experience Oxfordshire partners
We were delighted to welcome media from Australia, Austria, Canada, China, France, Saudi Arabia, United Kingdom and the United States of America.
We o w om Au Canada, China, Fran , Un d the U America.
WORKING WITH THE TRAVEL TRADE
Working with the travel trade (including tour operators, travel agents, buyers and bookers) remains a highly effective route to building awareness of Oxfordshire and the contracting of partner businesses. Strong relationships with the travel trade brings increased visibility and reach, facilitating access to new audiences.
Destination Britain Americas
England Destination Showcase Amsterdam
Experience Oxfordshire attended Destination Britain
Americas, VisitBritain's flagship travel trade mission to further strengthen and build relationships with buyers from our number 1 inbound market for visitor value and volume, the US, as well as Canada, Brazil and Mexico. The highprofile event provided a fantastic opportunity to showcase partners’ products and promote Oxfordshire as a must-visit destination to key travel buyers and media from across the Americas During the event our CEO Hayley Beer-Gamage was interviewed by Insider Travel Report and discussed why Oxfordshire is the perfect base for travellers seeking both English heritage and modern comfort.
Click here to watch the interview
VisitBritain Nordics Trade Mission
ence Oxfordshire was on territory in Stockholm as of the VisitBritain Nordics Trade Mission and met ravel trade buyers from Norway, Denmark, Finland and en. The Nordics market is a key growth market for dshire and is the highest spending European market. 72% of Nordic visitors preferring to travel beyond n, Oxfordshire’s excellent gateway and capital ctivity presents a significant opportunity.
ITB Berlin
England Destination Showcase Amsterdam, organised by VisitBritain/VisitEngland provided a valuable platform to take trade-ready products to market and meet buyers from across the Benelux region. Belgium, Netherlands and Luxembourg rank as a high-spending inbound markets for the UK and with overnight stays from these markets into Oxfordshire increasing by 36% over the past decade, the showcase presented an excellent opportunity for Experience Oxfordshire to promote our destination and partners directly within the region It was a highly productive event, strengthening relationships and raising awareness of the county as a compelling, bookable destination.
Experience Oxfordshire joined VisitBritain, destination partners and suppliers from across the UK in Germany when ITB Berlin, the world's leading travel trade show, celebrated its 60th anniversary From the market updates and networking opportunities at the British Embassy in Berlin Reception, to the appointments at ITB itself, it was a great opportunity to meet new contacts, build connections with German and international travel trade buyers and media, continuing to strengthen the inclusion of Oxfordshire product in both FIT and group leisure inbound programmes.
WORKING WITH THE TRAVEL TRADE
Britain & Ireland Marketplace
Engaging with key decision makers, Experience Oxfordshire had 30+ one-to-one appointments with travel trade buyers from across the world at the VisitBritain supported ETOA/UKinbound Britain & Ireland Marketplace in London
The event forms part of Showcase Britain, VisitBritain’s international B2B hosted buyers programme which provides UK tourism suppliers and destinations opportunities to connect with over 100+ international buyers who are able to experience new products and itinerary ideas first-hand.
Experience Oxfordshire had a productive day at the UKinbound Inspire 2025 event in London, meeting with and showcasing Oxfordshire’s and our partners’ wide range of products to quality inbound travel trade buyers
It was great to also see many Experience Oxfordshire partners from the city and county in attendance.
British Tourism & Travel Show 2026
The UK’s flagship event for the group travel industry, the British Tourism & Travel Show at NEC Birmingham, delivered a full day of meetings for Experience Oxfordshire and our stand partners Mercure Oxford Eastgate Hotel, Go Cotswolds, Leonardo Royal Hotel Oxford, Sky Wave Distilling Co., Escapade Silverstone, and Waddesdon Manor, as well as our Oxford Official Walking Tours, providing the opportunity to meet with key buyers and showcase group product to tour operators, coach operators, group travel organisers, travel agents and other travel trade professionals.
Showcase
Experience Oxfordshire supported Ambassador partner the Bodleian Libraries in promoting their festive showcase to the travel trade The event brought together leading industry representatives to preview and experience an exceptional festive dining offering Hosted in the magnificent Divinity School, guests enjoyed a beautifully curated feast prepared by fellow Experience Oxfordshire partner, Oxford Fine Dining. The exclusive gathering provided the Bodleian Libraries with an opportunity to unveil a preview of their Christmas 2026 festive experiences, ensuring they remain front of mind for travel trade partners as they plan and promote next year's seasonal programmes and bookings
UKinbound Inspire 2025
The Bodleian Libraries Festive
WORKING WITH THE TRAVEL TRADE
Travel Trade Product Engagement
Experience Oxfordshire worked with VisitBritain on three hosted buyers programmes this year bringing qualified travel buyers, including Avanti Destinations, Flight Centre and Fursan Travel Group, to Oxfordshire from our key international source markets, the USA, the GCC (Gulf Cooperation Council) and Australia and New Zealand
With the objective of introducing the influential buyers to new bookable product and offering operators the opportunity to engage with potential new clients, over 24 Experience Oxfordshire partners in Oxford and across the county supported the initiatives which have already delivered tangible results
Bicester Village Blenheim Palace
Oxford Official Walking Tours
The Store, Oxford
The Feathers Hotel
The Randolph Hotel Oxford
Christ Church, Oxford
Bodleian Libraries
Heythrop Park
WORKING WITH THE TRAVEL TRADE
Facilitation and representation
In addition to representing the destination at travel trade events, the team proactively promotes the county and Experience Oxfordshire partners through VisitBritain facilitated and partnership opportunities.
Expo 2025 Osaka
Experience Oxfordshire’s CEO Hayley Beer-Gamage joined VisitBritain’s exclusive UK delegation to Expo 2025 Osaka where British destinations and businesses met with Japanese travel trade and media, showcasing the very best of what the UK has to offer. We were delighted that our partners the Bodleian Libraries and Waddesdon Manor supported the programme, highlighting Oxfordshire’s rich heritage and world-renowned visitor experiences.
Promoting new experiences to China Travel Trade
With an average spend of £1,563 per visit, high spending Chinese visitors are yet to return to Europe in their pre-pandemic numbers. In 2024 the UK welcomed 463,000 visits from China resulting in travellers’ expenditure of £723.8 million.
Tourist agencies are ensuring the UK remains top of mind with potential Chinese visitors and Experience
Oxfordshire was one of six Local Visitor Economy Partnerships who worked with VisitBritain and Ctrip (Trip com’s China operation) on a webinar designed to train Ctrip teams specialising in group and independent travel on bespoke regional experience tours in the UK.
Starring Oxfordshire
Experience Oxfordshire was invited to take part in a webinar organised by VisitBritain US to promote the county and our partners to the US travel trade, Oxfordshire’s most important inbound market. Limited to a select group of fellow LVEPs, the "Britain for Setjetters: Selling Screen Tourism" webinar was the perfect opportunity to highlight Oxfordshire’s wide range of product linked to TV and film for inclusion in future itineraries and product programmes.
England Originals Travel Trade Guide
Experience Oxfordshire was delighted to work with the England’s Historic Cities partnership to deliver a new edition of its England Originals Travel Trade Guide, a one-stop resource for the trade to develop touring programmes and experiences across England including ten pages of unique products, from accommodation to attractions and tour providers in Oxford and beyond
DESTINATION TEAM OF THE YEAR
Business tourism is a key market for the county and the Experience Oxfordshire Venues team is working to grow this market share, delivering a highly effective programme of activity.
We were therefore delighted to receive recognition for our work this year when Experience Oxfordshire Venues was awarded Destination Team of the Year at the prestigious Meetings Industry Association miaList Awards 2025. Assessed by an expert panel of industry professionals, the miaList recognises inspiring individuals and organisations for their outstanding contributions and shines a spotlight on the exceptional talent, innovation and dedication driving success across the business meetings and events sector.
These awards really are the Pride of the Industry. Each of this year’s winners We're beyond thrilled to have secured the Gold spot after a year which saw
GROWING THE BVE/MICE MARKET
Generating over 20% of Oxfordshire’s overnight visitors and spend in a competitive global marketplace, Oxfordshire continues to attract great interest from buyers looking to stage business events, meetings, incentive activities and conferences.
The Meetings Show
Experience Oxfordshire Venues was joined by stand share partners - Heythrop Park, Oxford Official Walking Tours and University of Oxford Gardens, Libraries and Museums - at The Meetings Show in June - the leading exhibition in the meetings and events sector - for a productive and successful show meeting and connecting with buyers to promote Oxfordshire's broad and varied venues offering
MeetEngland’s European Association Sales Mission
MeetEngland’s European Association Sales Mission offered the opportunity to connect with meeting and incentive planners for associations and professional conference organisers to highlight the benefits of bringing their member events to Oxfordshire and to showcase our venues partners. Commencing at the UK Ambassador's Residence in Geneva, the Mission went on to include events at the British Embassy Offices & Gardens in Paris and the British Embassy Residence in Brussels
IBTM World 2025
Experience Oxfordshire Venues attended IBTM World 2025 in Barcelona, the leading global trade show for the meetings, incentives, conferences and exhibitions (MICE) industry. As well as joining fellow destinations, venues and DMCs on the MeetEngland stand for three days of buyer appointments, stand presentations, and conversations with partners from across the world, Experience Oxfordshire Venues also attended the Forum for Advocacy 2025 organised by the Business of Events and valuable networking opportunities hosted by MeetEngland.
BUSINESS SUPPORT AND EVENTS PROGRAMME
Experience Oxfordshire is able to use its access to national and local networks to the benefit of visitor economy operators, sharing insights and knowledge and facilitating introductions, partnerships and business development initiatives.
VisitBritain/VisitEngland support resources
As the county’s accredited Local Visitor Economy Partnership (LVEP), Experience Oxfordshire is a key delivery partner of VisitBritain/VisitEngland and during the year we were able to invite partners and supporters to take advantage of the national tourist boards’ webinar and training opportunities.
This included: sharing the latest inbound data and insights from their research teams; trends and product demand from in-market specialists; new research highlighting tourism’s positive cultural and social impacts on local communities across the UK; VisitBritain’s content marketing strategy to reach global audiences; how to navigate Chinese social media platforms and how to get started in the Chinese digital landscape; practical guidance on understanding the travel distribution system and creating bookable tourism experiences; how to better welcome LGBTQIA+ visitors and webinars focusing on the benefits of regenerative tourism using VisitEngland’s Regenerative Tourism Guide and the importance of understanding and delivering good service for visitors with specific access requirements.
Help to Grow: Management Programme
Experience Oxfordshire continues to collaborate with our partner Oxford Brookes University to promote fully funded places on the Help to Grow: Management programme (valued at £7,500pp).
The practical, 12-module programme is a great way to invest in employees' development, offering the opportunity to upskill and improve staff retention The programme includes one-to-one support from a business mentor, peer learning sessions and an alumni network To date there are 40 Experience Oxfordshire partner graduates of the programme, plus two of our own senior team.
Find out more
This 12-week journey has been one of the most valuable professional
BUSINESS SUPPORT AND EVENTS PROGRAMME
Activate Learning collaboration
An example of our commitment to support skills development and recruitment, Experience Oxfordshire partnered with Ambassador partner, Activate Learning, for an exclusive lunch created and served by the Learners of the pioneering education group’s state-of-the-art hospitality school in Oxford. Top representatives from across the county’s hospitality and tourism sectors gathered for the lunch which was a great opportunity for the Learners to display their knowledge and skills and for Experience Oxfordshire’s invited guests to meet potential future employees.
This is the third Hospitality Lunch organised by Activate Learning with Experience Oxfordshire and it has become a highlight in the Learners’ schedule. Tourism is a people profession and Activate Learning seeks to give our Learners the skills to grow both academically and professionally. We are committed to supporting our Learners and the hospitality sector by delivering training that allows our students to develop their confidence and competencies. This is one of the many exciting collaboration opportunities that we are delighted to be part of as an Experience Oxfordshire Ambassador partner.“
Andy Slater, Group Director at the Lifestyles Faculty, Activate Learning
Experience Oxfordshire is proud to have helped facilitate the signing of a Memorandum of Understanding between Activate Learning and Puy du Fou to form a working partnership aimed to provide new training and employment opportunities for local young people. The two organisations have formed a commercial relationship to work towards providing pre-qualified staff to work at the proposed Puy du Fou cultural and historical park near Bicester.
BUSINESS SUPPORT AND EVENTS PROGRAMME
Partner meetings and networking events
Experience Oxfordshire offers a popular programme of events throughout the year where partners and supporters share knowledge, experience and insight. Partner venues hosting the event, the owners and operators, have the opportunity to showcase new products and developments to colleagues and potential clients within the sector. We are grateful to our partners for supporting us in staging the events and to the excellent speakers who provide their time and share their experience for the greater benefit of our sector.
Our Autumn Partner Meeting was held at Christ Church, Oxford, taking place at the Research Centre in The Meadow The event provided Experience Oxfordshire partners with the opportunity to catch up and hear updates from the Experience Oxfordshire team, network with other partners, and hear from our guest speakers Bicester Motion, Bókun, a Tripadvisor company and Oxford Bus Company.
Our summer networking event with Salter's Steamers provided a fabulous chance to meet fellow Experience Oxfordshire partners and make new business connections whilst taking in the views on a river cruise from Folly Bridge through Iffley Lock to Rose Island. Partners were also delighted to attend an exclusive Tokyo‑inspired networking event in partnership with KIBOU Oxford at their Japanese restaurant in the heart of Jericho.
The Leander Club in Henley-on-Thames, the world’s most successful single-sport club, with 159 Olympic and Paralympic medals, and a legacy of producing Britain’s greatest rowing talent including Sir Steve Redgrave and Sir Matthew Pinsent made for a memorable networking venue
It was a full house when partners and guests met at The Slaughters Manor House for winter networking. A great opportunity to view the property and its sister hotel The Slaughters Country Inn, catch up with colleagues and make new business connections whilst enjoying festive-themed refreshments.
The Bodleian Libraries' Divinity School, Oxford’s oldest teaching hall and one of the University’s most iconic spaces, provided an evening celebrating exceptional local drinks, cuisine, culture, and connection with help from Bicester-based Sky Wave Distilling Co., and Oxford Fine Dining Networking partners enjoyed the very best of Oxfordshire within the atmospheric surroundings of the Bodleian’s Divinity School with tours of Duke Humfrey’s Library available
Meetings offering Venues Partners the opportunities to hear updates from the Experience Oxfordshire team on our business visits and events activity, network with other partners and businesses and hear insights from our guest speaker take place twice a year.
Our September meeting was hosted by Leonardo Royal Hotel Oxford where we welcomed guest speaker Paul Black, VisitEngland Head of Business Events for the latest updates and insights.
We were delighted to work with international experience operator Puy du Fou during the year to offer the county’s visitor economy an opportunity to engage directly with the operator, prior to their planning submission
In May hoteliers and accommodation providers in Oxfordshire and the surrounding area joined Experience Oxfordshire at an exclusive “Q&A with Puy du Fou" event at The Randolph Hotel Oxford, a Graduate by Hilton. A later event was organised at Bicester Hotel, Golf and Spa where Puy du Fou presented the concept of their proposed development to attractions and experiences providers in Oxfordshire and the surrounding area, followed by a Q&A session.
Puy du Fou invited Experience Oxfordshire partners and stakeholders to attend their milestone celebration event at Broughton Castle to mark Puy du Fou’s submission of their planning application to Cherwell District Council to bring the world-class attraction to Oxfordshire - a fantastic opportunity for inward investment and the creation of local jobs
We were excited to partner with Experience Oxfordshire to showcase our historic site at the world’s most successful single-sport club. New connections were made
Networking at the Bodleian Libraries
Venues Partner Meeting at Leonardo Royal Hotel Oxford
Autumn Partner Meeting at Christ Church, Oxford
Summer Networking at Leander Club
Q&A with Puy du Fou at The Randolph Hotel Oxford
Networking at KIBOU Oxford
Summer Networking with Salter’s Steamers
Q&A with Puy du Fou at Bicester Hotel Golf and Spa
Winter Networking at The Slaughters Manor House
BUSINESS SUPPORT AND EVENTS PROGRAMME
The Cultural Platform
Experience Oxfordshire’s Cultural Platform, held atBlenheim Palace, took a deep dive into the world of live events when President of RG Live and Senior Vice President of Sony Music Masterworks, Anthony Findlay, shared his experience of a lifetime in the sector, in conversation with Richard Venables, Head of Oxford Office for CBRE.
From concerts to illuminated trails, RG Live creates world-class events and unforgettable experiences. Their work spans iconic venues and partners from Blenheim Palace and the Ministry of Sound to London’s Royal Albert Hall and the New York City Ballet, and productions including The Music of Zimmer vs Williams, Paddington, and Rocketman.
The Cultural Platform was delivered on behalf of the Experience Oxfordshire Charitable Trust as part of the organisation’s ongoing commitment to support culture across the county Events such as the Cultural Platform rely on local support and this year the headline sponsors were Blenheim Palace and Richardsons Chartered Accountants
As long-term sponsors we are proud to be associated with
OUR AMBASSADOR PARTNERS
The Experience Oxfordshire Ambassador Partnership is now in its eleventh year and has grown from two founding Ambassador Partners in 2015 (Blenheim Palace and Oxford Bus Company) to a current collective of 13 organisations active in the county’s visitor economy
Ambassador partners collectively bring valuable insight, support and strategic direction to the work Experience Oxfordshire does as the Destination Management Organisation for the county Their commitment to Experience Oxfordshire supports its position as the county’s official Local Visitor Economy Partnership (LVEP) accredited by the national tourist board, VisitBritain/VisitEngland. Investment in Experience Oxfordshire is therefore an investment in the Oxfordshire visitor economy’s successful, sustainable future.
In 2025/26 we welcomed the Bodleian Libraries as our latest Ambassador partner
A long-standing Experience Oxfordshire partner, the Bodleian Libraries are an example of Oxfordshire at its best, able to deliver a unique experience with the highest level of quality and care. From a leisure visitor perspective, the institution encapsulates everything they expect to find in Oxford: history, heritage, stunning architecture and welcoming people For business travel or for conference and event organisers, the Bodleian Libraries offer the best of modern amenities and customer service delivered within a unique environment
The Bodleian Libraries has supported Experience Oxfordshire’s international travel trade missions to New York, Toronto and the Expo 25 delegation to Osaka, Japan, raising the institution’s profile amongst influential travel planners. In February 2026 they hosted a Networking event in the impressive Divinity School Organised by the Experience Oxfordshire team the event enabled partners and businesses to make connections and experience the Bodleian Libraries' product with guided tours of the iconic Duke Humfrey's Library The evening provided the perfect platform to showcase the Bodleian’s visitor experience, including their exclusive guided tours, which were voted the number two attraction in the UK by TripAdvisor users in 2025, as well as highlighting unique spaces for meetings, conferences and events.
We particularly value Experience Oxfordshire’s marketing reach, their work
OUR AMBASSADOR PARTNERS
The Ambassador Dinner
The Experience Oxfordshire Ambassador partnership was recognised as a significant asset to the county at the annual Ambassador Dinner, held for a second year at The Store, Oxford. Board members and Trustees and Ambassador partners came together to celebrate the power of the partnership and the strong spirit of collaboration active within Oxfordshire’s visitor economy. After sampling the specially created Ambassador cocktail featuring The Store’s award-winning World’s Best London Dry Gin
2025 and an excellent dinner in Treadwell, Andrew Stokes OBE, England Director at VisitBritain/VisitEngland addressed guests sharing the national tourist board’s latest insights and current priorities.
He complemented the county as a compelling destination but warned of the dangers of complacency and urged partners present to continue championing Oxfordshire and its LVEP, Experience Oxfordshire
Andrew Stokes stressed VisitEngland’s commitment to the national network of Local Visitor Economy Partnerships (LVEPs) and the vital role they play in providing the reach, reliability and relevance required to achieve the outcomes of the government’s forthcoming visitor economy growth strategy.
As one of the founding Ambassador partners, Blenheim
Palace is proud of its long association with Experience Oxfordshire and their work in building Oxfordshire’s visitor economy. As a visitor attraction with a significant interest in international markets we understand the importance to a destination of maintaining a relationship with the national tourist board. We are therefore delighted that Andrew Stokes has joined us this evening demonstrating the excellent working relationship our LVEP, Experience Oxfordshire, has fostered with VisitBritain/VisitEngland.”
Heather
Carter, Managing Director, VisitorAttraction at Blenheim Palace
We value our strong relationship with Experience
Oxfordshire and are proud of our role as an Ambassador partner supporting their work in growing the visitor economy. It has been a pleasure therefore to host fellow Ambassadors here at Treadwell once again and to have the opportunity of bringing together those who shape the county’s visitor experience in a building long part of Oxford’s story, and one we’re proud to represent within it.”
Simon Drake, General Manager of The Store, Oxford & Treadwell
Thank you to all Experience Oxfordshire Ambassador partners for their continued investment and support
The Experience Oxfordshire Ambassador Partnership is a huge asset to the county. As a destination Oxfordshire offers many reasons to visit and it has great appeal in both the domestic and international markets. Collaboration across the visitor economy is key for a destination to thrive. Experience Oxfordshire’s Ambassador Partnership with its strong representation of commercial interests, local authorities and academia offering support to the county’s LVEP, ensures that the county can respond swiftly to both operational issues, and harness future opportunities, as they arise.”
Andrew Stokes OBE, England Director at VisitBritain/VisitEngland
PARTNERS’ PERSPECTIVES
ordshire.org/partner/partner-testimonials
FIND OUT MORE
About enjoying Oxfordshire experienceoxfordshire.org
About working in partnership with us experienceoxfordshire.org/partner
About partner benefits experienceoxfordshire.org/partner/partnerbenefits/partnerpackages
About Oxfordshire’s meeting and event venues experienceoxfordshire.org/venues
About Oxford as part of an organised tour oxfordofficialwalkingtours.org
Contact us
partnership@experienceoxfordshire.org
01865 686439
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