2022-23 A Year of Recovery

As we prepared this latest edition of Experience Oxfordshire’s Highlights we were delighted to hear that the organisation had been recognised by VisitEngland as a Local Visitor Economy Partnership (LVEP), currently one of only 15 in the country. I am delighted that the Experience Oxfordshire team has been recognised in this way by the national tourist board for its ongoing work in supporting national initiatives and by local stakeholders for the sterling work the organisation carries out on behalf of the county.

Over recent years the mettle of Experience Oxfordshire has been truly tested. In 2019 Oxfordshire’s visitor economy enjoyed a record-breaking year, achieving a 9% growth in economic value and job creation on the previous year. Visitors numbered some 31 million, contributing £2.5 billion to the economy and supporting 42,000 jobs. Experience Oxfordshire were poised to build on this success, spreading the benefit across the county.

When the global covid pandemic struck in 2020, we were one of the first DMOs to survey businesses to assess the impact that the resulting travel restrictions and lockdowns had inflicted. The results were shocking. Our subsequent Economic Impact Report for 2020 showed a 59% decline in the value of tourism and a 51% drop in trip volume. The numbers of jobs supported had dropped by 39%.

Throughout these months the team at Experience Oxfordshire, supported by the Board of Directors and Trustees, worked to ensure Oxfordshire businesses received the latest advice and support available. Marketing communications flexed to ensure residents and potential future visitors were reminded that Oxfordshire was a desirable place to visit and enjoy, once free movement was again possible.

The summer of 2021 heralded a wave of innovation across our hospitality sector as every outdoor space and free-standing heater was mobilised to create socially distanced eating, meeting and being-together space. But autumn brought the Covid Omicron variant and a return to limiting contact and a fear of indoor spaces.

During 2022 the world gradually reopened for travel. I’m proud to say that the Experience Oxfordshire team were quick off the blocks, once again working tenaciously and effectively. Our most recent economic impact survey shows the recovery has begun, but that there are long-lasting impacts from these turbulent times.

On behalf of the Board and my fellow trustees, I am proud to say that the organisation has risen to the challenges presented and continues to deliver award-winning services which attract praise at the highest levels of the industry. The organisation featured as a best practice case study in The de Bois Review of Destination Management Organisations in England and the LVEP recognition is rightly deserved. I wish Hayley and the team continued success and extend thanks to our Partners and Ambassadors for their continued support.

Joanna Davidson CBE, Chair of Experience Oxfordshire