Experience Oxfordshire has published the findings of our latest annual business survey, providing an important snapshot of trading conditions across the county’s visitor economy.
As Oxfordshire’s official Local Visitor Economy Partnership, we gather feedback from tourism, hospitality and visitor economy businesses across the county to understand current performance, identify emerging risks and support evidence-led decision making for the sector.
This year’s results show a mixed picture. Many businesses reported growth during 2025 compared with the previous year, with 55% of respondents recording higher visitor numbers and 62% reporting increased revenue. However, the survey also highlights a more challenging position for a significant proportion of operators, with 35% seeing revenues fall compared with 2024 and 30% reporting a decline in visitor numbers.
For 2026, sentiment remains split. Although 59% of respondents expect the year ahead to be stronger, one in five anticipate tougher trading conditions.
Economic Pressures Remain A Major Concern
Economic uncertainty is a clear theme across this year’s findings. Although most responses were gathered before the escalation of conflict in the Middle East, 47% of businesses said the economic climate was having a negative impact on operations, while a further 19% described the impact as very negative.
Rising operating costs and concerns about reduced consumer spending were identified as the main risks for the months ahead. Businesses also pointed to potential pressures linked to international instability, including weaker traveller confidence, higher fuel prices, increased flight costs and wider inflation.
In contrast with previous years, recruitment and retention have become less prominent as a concern. This year, only 4% of respondents cited staffing as an issue, compared with 41% in 2024.
Shorter Booking Windows Affect Planning
The survey also shows that businesses are facing greater difficulty with forward planning as booking windows continue to shorten. 50% said bookings usually made within a month of travel, while 28% reported seven-day lead times. This is double the level recorded in last year’s survey.
For visitor economy operators, this shift creates challenges around staffing, stock management, marketing, revenue forecasting and cash flow. It also highlights the need for destinations to remain visible across multiple markets throughout the year, rather than relying on long lead-time demand.
Continued Support For Oxfordshire’s Visitor Economy
Businesses responding to the survey called for further government support, including an extension of business rates relief, lower fuel costs and reduced VAT for tourism and hospitality operators.
Hayley Beer-Gamage, CEO of Experience Oxfordshire, said the findings show a sector working hard to maintain performance during a period of economic pressure and international uncertainty. She noted that Oxfordshire benefits from a strong mix of products and attractions with appeal across several markets, and that Experience Oxfordshire will continue activity to keep Oxford and Oxfordshire front of mind.
Upcoming activities include attendance at Greater Together Los Angeles with Destination Britain New Zealand and Australia, CHS Manchester, The Meetings Show, and VisitBritain, supporting our ongoing work to drive growth for the destination and business for our partners.
Results from Experience Oxfordshire’s 2026 Business Survey are available from our research and insights page:
