The newly appointed chairman of VisitBritain, Nick de Bois, has called for “collaboration and ambition” from Oxfordshire’s visitor economy businesses.
Speaking at the annual Experience Oxfordshire’s Ambassadors’ Dinner, de Bois praised Experience Oxfordshire for its ongoing collaboration with national tourism agency VisitBritain/VisitEngland and its work on behalf of the county’s visitor economy.
He warned that, having had almost exclusive access to the domestic market, due to travel restrictions in 2021, the sector must work together and re-focus on consumer needs now that the global tourism marketplace has reopened.
de Bois said: “Looking to the future there are great opportunities for the tourism sector in the UK, but we face some specific challenges. At a time of economic difficulty our research shows that we are perceived by international travellers as an expensive destination. There’s also work to be done to improve the overall ‘welcome’ we offer, to attract the visitors of the future. I urge Oxfordshire businesses and local authorities to come together and form a coalition of the willing to define, protect and promote what is already a compelling offer.”
Attendees included representatives from commercial businesses, service providers, local authority members and senior staff from across the county including: Blenheim Palace, Bourne Leisure, Experience Oxfordshire, Great Western Railway, Oxfordshire County Council, The Evergreen Agency, VisitBritain/VisitEngland, and more.
Business support and guidance
At the event, de Bois responded to questions relating to current issues impacting the sector: the value of the business visits and events market, labour force and skills shortages, the importance of data in monitoring the sector’s performance and making the case for government intervention.
He also encouraged businesses to engage with the business support services on offer from VisitEngland, from guidance and tools on its Business Advice Hub, including on accessibility and sustainability, to the ‘Taking England to the World’ trade programme, supporting businesses to reach new customers and grow their revenue.
As the author of last year’s independent review of destination management organisations in England, which advocated for the creation of Destination Development Partnerships (DDP), de Bois commended Experience Oxfordshire for rallying the local visitor economy membership in response to current challenges and upcoming opportunities.
Under a new delivery structure DDPs, working with Local Visitor Enterprise Partnerships, would receive central government funding to respond to the high-level strategic challenges currently facing the sector. A pilot project to assess the effectiveness and potential of DDPs is soon to be announced.
Responding to de Bois’ call for action, Joanna Davidson CBE, chairman, Experience Oxfordshire, said: “The range of businesses and organisations who have come together tonight is testament to the sector’s willingness to listen and debate. Oxfordshire’s visitor economy is well-placed to work together for a positive, sustainable future.”
