Figures released this week by Experience Oxfordshire reveal an increase in visitor spend alongside a reduction in visitor numbers, indicating a more productive and resilient visitor economy despite challenging local and global conditions.
The annual Economic Impact Report commissioned by Experience Oxfordshire shows that the number of visits overall to Oxfordshire in 2024 dropped by 11%. The value to the local economy, generated by these visits, however, rose by 4% to £2.4 billion, supporting 41,000 jobs, 11% of the workforce.
The largest proportion of visitor expenditure was on food and drink, 32%, with shopping accounting for 23%, accommodation 22%, travel 13% and entertainment 10% respectively.
Of the Oxfordshire districts, Cherwell, home to Bicester Village and Banbury’s Castle Quay Waterfront, received the largest proportion of trips made to the county during 2024 (26%), closely followed by Oxford City (25%), which accounted for the greatest proportion of visitor spend (41%).
Responding to these figures, Councillor Liz Leffman, Leader of Oxfordshire County Council said, “This report shows how important it is that we all recognise and support our visitor economy, a sector which provides a significant contribution to life in Oxfordshire. As we witness the effects of current economic uncertainties on our visitor numbers, we must be alert to ongoing circumstances and take appropriate action to support this important sector of our local economy.”
Hayley Beer-Gamage, CEO of Experience Oxfordshire said, “Our annual report on the local economic impact of tourism in Oxfordshire, provides the much-needed bird’s eye view of this important sector which currently contributes £2.4 billion and supports 11% of jobs in the county. Oxfordshire, with its broad appeal, is performing above the national average for domestic overnight stays and we continue to attract international audiences.”
More information on the work that Experience Oxfordshire undertakes can be found in the Experience Oxfordshire Impact 2024/25 publication here, which showcases the impact and reach of the work that Experience Oxfordshire undertakes.
Headline figures from the Economic Impact Report 2024 can be found here.
