Oxfordshire attracted 26 million visits in 2025, generating £2.47 billion for the local economy and supporting 42,557 jobs, according to the latest annual assessment of the county’s visitor economy.
The figures, published by Experience Oxfordshire, show that the number of visits increased by 3% compared with 2024. The findings highlight tourism’s economic importance to both Oxford and the surrounding county, although shorter stays and pressure on visitor spending remain challenges for the sector.
The Economic Impact of Tourism in Oxfordshire report found that visitor-related employment accounted for the equivalent of 11% of the county’s workforce.
Oxford city attracted a quarter of all trips to Oxfordshire but accounted for 41% of total visitor expenditure, the largest share of any district. Cherwell received the greatest proportion of visits, at 26%.
Tourism contributes nearly £1 billion annually to Oxford’s economy and supports 14% of local employment, according to Oxford City Council leader Susan Brown, who welcomed the findings and highlighted the city’s efforts to expand hotel accommodation.
The distinction between visitor numbers and expenditure is significant for a county that attracts both domestic and international visitors. While Cherwell led in the volume of trips, Oxford generated a substantially larger share of spending, reflecting the economic weight of the city’s visitor market.
Domestic and international visits increase
Domestic day visits to Oxfordshire rose by 3% in 2025, matching the reported national trend. Overnight visits by UK residents also increased by 3%, outperforming the national picture, where overnight visits declined by 2%.
However, the number of nights spent in the county by domestic visitors fell by 1%. This was a smaller decline than the 7% recorded across the South East.
International tourism also grew. Overnight visits by overseas visitors increased by 5%, the number of nights they spent in Oxfordshire rose by 2%, and their expenditure increased by 3%.
Holidays accounted for 57% of overnight visits, while visiting friends and relatives and business travel each represented 19%. Of all overnight stays, 54% involved paid accommodation, with the remainder spent with friends or relatives or in second homes.
The figures suggest that growth in visitor numbers does not necessarily translate into longer stays. For accommodation providers, attractions and hospitality businesses, the duration of visits and the amount visitors spend remain important measures of the sector’s economic contribution.
Food, drink and shopping account for more than half of spending
Food and drink represented the largest share of visitor expenditure in Oxfordshire in 2025, accounting for 32%. Shopping contributed 23%, followed by accommodation at 22%, travel at 13% and entertainment at 10%.
Together, food and drink and shopping accounted for 55% of visitor spending, underlining the importance of tourism to businesses beyond traditional attractions and accommodation providers.
Experience Oxfordshire said businesses had faced a difficult operating environment during the year, with inflation, energy prices and changes affecting employment costs adding pressure. The organisation also cited the strength of sterling and the introduction of Electronic Travel Authorisation charges as factors affecting international visitors.
Domestic visitors continued to face cost-of-living pressures, influencing booking habits and increasing sensitivity to prices. The report also identified a shift towards lower-cost leisure activities, including free events and outdoor experiences.
Cherwell leads in visitor numbers
Cherwell accounted for 26% of trips to Oxfordshire and recorded a visitor economy valued at £496 million, according to councillor Lesley McLean, leader of Cherwell District Council. The sector supported the equivalent of 10% of local jobs.
McLean said the district had seen growth in day and overnight visits, with visitor spending outperforming many other areas. She also highlighted work with Experience Oxfordshire to explore how more of the value generated by tourism could be retained locally.
Experience Oxfordshire chief executive Hayley Beer-Gamage said the figures demonstrated the sector’s resilience while highlighting its sensitivity to wider economic conditions.
The organisation, which acts as Oxfordshire’s Local Visitor Economy Partnership and destination management organisation, said it would continue promoting the county to domestic and international markets and sharing research with local visitor economy businesses.
The report provides an annual measure of tourism’s economic contribution, but the figures also point to a continuing question for Oxfordshire: how to convert visitor numbers into longer stays and sustained spending that benefits businesses and communities across the county.
The headline figures and infographics from the Economic Impact of Tourism in Oxfordshire 2025 report are available through Experience Oxfordshire’s research and insights pages.
