Our vibrant city of Oxford, lively market towns and charming villages offer a choice of urban or rural attractions. From the ancient University of Oxford to the rolling hills of the Cotswolds, there is so much rich history and culture to explore alongside beautiful natural assets.
In response to the pandemic’s impact on the visitor economy, the Visitor Economy Renaissance Programme (VERP) was created and delivered by OxLEP to revive the county’s visitor economy supporting the recovery of the retail, tourism, leisure, arts, culture and heritage sectors, which are crucial for the county’s economy and the well-being of its communities.
The world-renowned Blenheim Palace, Woodstock.
The budget of £1.64 million was funded by the previous government’s Contain Outbreak Management Fund, secured by Enterprise Oxfordshire (then OxLEP) via Oxfordshire County Council.
Before the pandemic, Oxfordshire had a thriving visitor economy, attracting 30 million visitors annually and contributing £2.5 billion to the local economy while supporting 40,000 jobs. Not only is it the largest employer of women, but it also offers valuable employment and apprenticeship opportunities for young people, flexible work options, and a pathway back into the workforce for those with long-term health challenges.
Over the two-year programme, nine strategic marketing campaigns were delivered by Experience Oxfordshire and Cotswolds Plus (both local visitor economy partnerships) with the objective to rebuild Oxfordshire’s market share and restore confidence by showcasing it initially as a safe destination to visit, before then promoting off-peak periods, and a wide ranging offer of experiences and attractions to regain footfall.
‘Only in Oxfordshire’ campaigns, delivered by Experience Oxfordshire achieved a reach of 33 million online visitors, with the specially-designed ‘Arts and Culture’ hub promoting over 900 of the county’s products, events and experiences.
Funding was also provided to support attendance at two major trade shows to generate business visits.
Visitor economy grants:
Visitor economy grants were offered to eligible businesses alongside Enterprise Oxfordshire-led business support (then OxLEP Business) to enhance business competitiveness.
The Visitor Economy Grant Scheme provided funding of £840,884 to 52 businesses in total.
Learn more on the success of the grant scheme via our latest impact report
We also created the ‘Oxfordshire Welcome’, delivered in partnership with Experience Oxfordshire, seeing over 150 businesses pledging commitment to delivering customer service levels, embracing inclusivity, accessibility and sustainability.
We also created the first Vision and Destination Management Plan for Oxfordshire which is below.
The Oxfordshire Visitor Economy Vision and Destination Management Plan 2023-28:
Join us in revitalising Oxfordshire’s visitor economy, ensuring it remains one of the top destinations for visitors from near and far.
Together, we can embrace sustainable and green tourism practices while prioritising the safety of residents and visitors alike.
DOWNLOAD: The Oxfordshire Visitor Economy Vision and Destination Management Plan
DOWNLOAD: The Oxfordshire Visitor Economy Vision and Destination Management Plan Baseline Report
Take a look at our Local Visitor Economy Partnership counterparts:
Experience Oxfordshire:
Experience Oxfordshire is the official Local Visitor Economy Partnership for Oxfordshire. They are the trading arm of the parent charity, the Experience Oxfordshire Charitable Trust, and are a not-for-profit partnership organisation that is committed to the promotion, management and development of Oxfordshire as a great destination to live, work, visit and do business.
Visit the Experience Oxfordshire websiteCotswolds Plus:
Cotswolds Plus is the Local Visitor Economy Partnership and can support organisations in West Oxfordshire.
Chaired by Cotswolds National Landscape, the partners include Gloucestershire County Council, Marketing Cheltenham, Visit Gloucester, and Visit Dean Wye with Cotswolds Tourism as the lead organisation.
Cotswolds Plus is not a consumer facing brand but works ‘behind the scenes’ to shape and deliver national strategy and activities, as well as to bring a coordinated approach on key issues such as sustainability, business support and research
Visit the Cotswolds Plus website