The annual Economic Impact of Tourism in Oxfordshire report, commissioned by Experience Oxfordshire, recorded increases in day visits, overnight visits, visitor expenditure and overall economic value. However, shorter stays and lower spending per night continued to present challenges for the sector.
Domestic and international visitor trends
Domestic day visits increased by 3% compared with 2024, reflecting the wider national trend. Meanwhile, overnight visits by UK residents also grew by 3%, contrasting with a 2% national decline.
However, the number of nights domestic visitors spent in Oxfordshire fell by 1%. Despite this decrease, the county performed ahead of the South-East regional average, where domestic visitor nights declined by 7%.
International tourism also contributed to the increase in visitor activity. Overnight visits by international visitors rose by 5%, while the number of nights they spent in the county increased by 2%. Their expenditure also grew by 3%.
Holidays accounted for 57% of overnight visits to Oxfordshire. Additionally, visits to friends and relatives represented 19%, while business trips accounted for another 19%. Of all overnight stays, 54% involved paid accommodation. The remaining 46% involved stays with friends or relatives or in second homes.
Visitor spending and district performance
Food and drink represented the largest share of visitor expenditure, accounting for 32% of total spending. Shopping followed at 23%, while accommodation accounted for 22%. Travel represented 13% of expenditure, and entertainment accounted for the remaining 10%.
Across Oxfordshire’s districts, Cherwell attracted the largest proportion of county visits in 2025, accounting for 26%. Oxford City followed closely, with 25% of visits. However, Oxford City generated the largest share of visitor expenditure, representing 41% of the county total.
The visitor economy in Cherwell was valued at £496 million in 2025, according to Councillor Lesley McLean, Leader of Cherwell District Council and Portfolio Holder for Regeneration and Growth. The sector also sustained 10% of jobs in the district.
McLean said: “The visitor economy in Cherwell was valued at £496 million in 2025, generating significant income for local businesses and sustaining 10% of jobs. We are pleased to see that, despite difficult economic times, Cherwell continues to draw the largest proportion of trips to the county, with growth in the number of day and overnight visits, and visitor spend outperforming many other areas. With visitors adopting a value driven approach to their leisure spending, we appreciate Experience Oxfordshire’s important contribution in promoting the district and all it offers to residents and domestic and international visitors. In addition, we are currently working with Experience Oxfordshire to explore how value from a sustainable visitor economy can be kept local.”
Economic pressures and changing visitor behaviour
Oxfordshire’s visitor economy faced several external pressures throughout 2025. Inflation, energy prices and statutory changes affecting employment and staffing costs placed significant pressure on businesses.
International visitors also faced the effects of a strong pound and the final phase of introducing Electronic Travel Authorisation (ETA) charges. Meanwhile, domestic cost-of-living pressures influenced visitor behaviour, increasing price sensitivity and encouraging last-minute bookings.
Visitors also shifted towards lower-cost leisure experiences, including free activities and outdoor events. Against this backdrop, Experience Oxfordshire’s chief executive, Hayley Beer-Gamage, highlighted the sector’s economic contribution and sensitivity to changing market conditions.
Beer-Gamage said: “Tourism operates within a complex visitor economy ecosystem and this annual report provides an essential overview of our sector’s performance. It has delivered well, which is a tribute to the effort and commitment of Oxfordshire’s visitor economy businesses. The report highlights, however, how sensitive visitors and businesses are to external circumstances and, with a sector contributing nearly £2.5 billion to the county and supporting 11% of employment, how vigilant we need to be to changes in the market. As the official LVEP for the county, we aim to keep local visitor economy businesses informed, sharing our insights and creating opportunities. We are working hard to keep Oxfordshire front of mind, showcasing the county’s outstanding products and experiences to key travel trade buyers, influencers and potential visitors, both in the UK and in targeted international markets.”
Tourism’s contribution to Oxford City and future development
Tourism contributes nearly £1 billion annually to Oxford and supports 14% of local employment, according to Councillor Susan Brown, Leader of Oxford City Council.
Brown said: “It is really good news to see the evidence in this report that Oxford continues to attract both international and domestic visitors, who are an important part of our local economy. Tourism contributes nearly £1 billion a year to Oxford and now supports 14% of local employment. We welcome the work that we have done with Experience Oxfordshire on projects such as this to ensure tourism continues to benefit our communities and local businesses, supported by our ongoing efforts to increase hotel accommodation so more visitors can stay longer and contribute more to the city.”
Experience Oxfordshire has also published its Impact Report 2025/26, outlining the organisation’s work and reach. The organisation continues to engage with local visitor economy businesses and promote the county to travel trade buyers, influencers and prospective visitors in the UK and selected international markets.
Tags: Experience Oxfordshire
