Destination management organisation, Experience Oxfordshire has conducted a survey alongside the official Local Visitor Economy Partnership, revealing key insights about the destination.
Insights received from visitors based beyond the county show that 91% of respondents find Oxfordshire appealing as a destination with 85% likely to recommend Oxfordshire as a destination to visit.
60% of respondents rated their overall experience of Oxfordshire excellent, with 65% rating the cultural scene equally highly and 64% experiencing an excellent feeling of safety.
46% of respondents said they visit several times during a year with 53% visiting during the last six months. The top three reasons for choosing Oxfordshire over another UK destination for their last trip were its history and heritage (43%) and the variety of experiences on offer (32%). 39% of respondents were returning visitors, basing their decision on past experience.
During their last trip, 61% had visited cafes, pubs and restaurants, 52% had attended a visitor attraction (inc. heritage properties and museums), 52% went sightseeing and exploring and 33% enjoyed an arts and cultural experience.
The results also show that lead in times for booking accommodation continues to be reduced with 24% booking within three months of travel and 39% within a month of travel, this aligns with the results of the Experience Oxfordshire business survey which took place earlier in the year.
When asked about the impact of the cost of living on their holiday choices, 32% of respondents are expecting no impact, 24% are looking for more free things to do, 20% are cutting back on spending money during a trip and 20% are spending less when eating out. With regard to spend on leisure, 48% of respondents are expecting to spend the same as they have previously, 11% are expecting to spend more and 33% less.
Hayley Beer-Gamage, CEO of Experience Oxfordshire, said: “Our respondents show there is a keen interest in Oxfordshire and that visitors enjoy being in the county. This is such an important element of the visitor experience and one that Experience Oxfordshire has focussed on over the last 18 months by creating The Oxfordshire Welcome initiative.”
