Experience Oxfordshire finds cause for cautious optimism in this year’s visitor economy

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Daniel Face

iStock, Oxford City

Experience Oxfordshire, the county’s Destination Management Organisation, has released promising results from three surveys which offer insight into the potential performance of the visitor economy over the coming year.

Firstly, the annual Business Confidence survey found that two thirds of Oxfordshire businesses are confident in their prospects for 2023, with 84 per cent reporting a better performance for 2022 than expected given the current climate.

Many companies have been building on innovations adopted during the pandemic, investing in pre-booking services, online sales and deliveries, and online events and exhibitions. They are also increasingly recognising the importance of building relationships with customers to encourage repeat visits.

However, for 23 per cent of businesses, rising operational costs and issues relating to staff recruitment and retention have necessitated the introduction of new measures, such as shorter operating hours or mid-week closures. Over half have increased prices by up to 10 per cent, while just over a quarter have had to delay business developments.

Respondents were therefore surveyed on potential measures to aid recovery, with business rates relief, greater investment in destination marketing, and a reduced VAT on energy costs among the most frequent responses.

Experience Oxfordshire also conducted its annual consumer survey, distinguishing between the views of residents and past and potential visitors for the first time this year. It found that 90 per cent of past visitors and 76 per cent of potential visitors see Oxfordshire as an appealing destination, with 80 per cent keen to return this year.

The county is valued most for its history and heritage, followed by museums and galleries, then arts and culture. Oxford, Henley, Bicester, Burford, and Woodstock proved particularly popular with visitors.

Although the outlook seems promising, it should be noted that residents and visitors both stated that they were being cautious in their spending this year, at 49 and 64 per cent respectively. And a large majority are looking to spend the same money or less on leisure activities as they did in 2022.

Hayley Beer-Gamage, CEO at Experience Oxfordshire, remains optimistic: “We’re looking forward to a busy 2023 for Oxfordshire’s visitor economy, with an anticipated return of our much-needed international visitors.

Running these three surveys simultaneously provides us with a unique view, from a strategic level, as to how the visitor economy in Oxfordshire is performing.

Business performance for some improved in 2022, but for 36 per cent of operators responding to our survey there is still a good way to go before returning to pre-pandemic levels. We know that half of visitors responding to the survey use review sites when planning their trip, with over 50 per cent also taking verbal recommendations into account.

“So, it’s imperative that as our visitors return they have the best of experiences with all their expectations met. As a county we need them to leave us as Oxfordshire ambassadors.”

Daniel Face

Born and raised in Berkshire, Dan fell into journalism after completing his bachelor’s degree in English at UCL. Writing for The Business Magazine and local Biz News sites has given him the opportunity to chat with all manner of small business owners and share their success stories with a wider audience. Outside of work, Dan enjoys live music, board games and quiz shows, and is making a slow but persistent effort to learn Spanish.