Experience Oxfordshire’s latest domestic visitor research has highlighted a loyal visitor base, strong satisfaction levels and clear opportunities to reach new audiences across the UK.
As Oxfordshire’s destination management organisation and official Local Visitor Economy Partnership, we commissioned the research to better understand how visitors and non-visitors perceive the county, what motivates trips, and where future growth can be supported.
The findings show that Oxfordshire continues to perform well with repeat visitors. Of those surveyed, 68% had visited the county multiple times during the past three years, including 21% who visit several times a year. This loyalty provides a strong base for the county’s visitor economy and reflects the depth of Oxfordshire’s tourism, culture, heritage, hospitality and experience offer.
Heritage, Culture And Attractions Drive Demand
The research found that visitors are motivated by a broad mix of reasons. History and heritage were cited by 34% of respondents, followed by the range of attractions at 30%, experiences at 26% and culture at 25%. Personal connections also played an important role, with 21% identifying them as a reason to visit.
During their most recent trip, 39% of visitors went to cafés, pubs or restaurants, while 25% visited an attraction such as a heritage property or museum. Sightseeing and exploring were recorded by 26% of respondents, while 18% took part in an arts or cultural experience.
Oxford remained the most frequently visited destination within the county, but the research also identified strong visitation to market towns and other locations, including Bicester, Henley, Banbury, Chipping Norton, Burford, Woodstock, Abingdon, Witney and Thame.
High Satisfaction And Return Intent
Visitors rated Oxfordshire positively across a range of destination attributes, including safety, hospitality quality, attractions, culture, cleanliness and the overall visitor experience. Awareness of The Oxfordshire Welcome was recorded at 31%, showing encouraging recognition of the county’s commitment to visitor care.
The research also found strong intention to return. Some 83% of visitors said they were likely to visit Oxfordshire again, including 34% who said they definitely would. Many respondents also indicated they would recommend the destination.
These findings are important for local businesses, cultural venues, attractions and hospitality operators. They show that Oxfordshire is delivering experiences that visitors value, while providing evidence to support future marketing, investment and partnership activity.
Opportunities To Increase Planning And Spend
The research also identified opportunities to encourage earlier planning and pre-booking. Almost a third of visitors who booked accommodation did so within a week of travel, while 29% booked between two weeks and one month ahead.
Among those booking accommodation online, 39% did not book any activities or experiences before travelling. Fewer than a quarter pre-booked restaurants, events or attractions. This creates a clear opportunity for businesses to work together on stronger pre-arrival messaging, linked itineraries and bookable experiences.
The survey also suggests that Oxfordshire’s visitor base remains relatively resilient. Overall, 64% of respondents expected to spend the same or more on leisure activity this year, although cost awareness remains a factor for many households.
Reaching New Domestic Audiences
The survey reached a broad UK audience, with strong representation from the South East, South West, London and the West Midlands. These nearby markets offer important scope for future growth.
A clear perception gap was also identified. Among non-visitors, 38% said they did not know enough about Oxfordshire to form an opinion, while 15% held a negative view despite never having visited. This shows the need to communicate the county’s breadth more clearly, from heritage and culture to food, towns, countryside and events.
Experience Oxfordshire will use these findings to inform strategic planning, marketing and promotional activity on behalf of the county’s visitor economy. With domestic visitors accounting for nearly 90% of visits to Oxfordshire, the research provides a valuable evidence base to support longer stays, wider exploration and greater local spend.
