Figures from Experience Oxfordshire, the county’s Local Visitor Economy Partnership (LVEP) and destination management organisation, reveal that visitor spend increased in 2024 despite a decline in overall visitor numbers.
The annual Economic Impact Report shows visits to Oxfordshire dropped by 11% last year. However, the value of those visits rose by 4% to £2.4 billion, supporting 41,000 jobs – 11% of the county’s workforce.
Day visits mirrored the national trend with a 12% fall. Overnight visits by UK residents declined by just 1%, compared to a 10% national drop. International overnight stays grew by 5%, slightly below the 9% national increase. The majority of overnight stays were for holidays (51%), followed by visits to friends and relatives (23%) and business (21%).
Visitor spending was led by food and drink (32%), shopping (23%), accommodation (22%), travel (13%) and entertainment (10%). Across Oxfordshire, Cherwell attracted the highest number of trips (26%), boosted by destinations such as Bicester Village, while Oxford City generated the greatest spend (41%).
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, added:
“Our annual report on the local economic impact of tourism 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 is performing above the national average for domestic overnight stays and continues to attract international audiences.
“We can see in this report, however, the impact of consumer behaviour where even financially secure visitors are spending less on eating out and paid activities. This is particularly reflected in the drop in day trips. Experience Oxfordshire continues to deliver an effective communications strategy, showcasing the county’s outstanding products and experiences both nationally and internationally.”
District leaders also recognised the sector’s importance. Councillor Lesley McLean, Deputy Leader of Cherwell District Council, highlighted that the visitor economy in Cherwell was worth £477 million in 2024, sustaining 10% of local jobs.
Councillor Susan Brown, Leader of Oxford City Council, said:
“Tourism continues to play a vital role in Oxford’s economy, contributing nearly £1 billion a year and supporting 13% of local employment. We value working with Experience Oxfordshire on research projects like this, which help us understand trends and ensure we manage tourism sustainably.”
