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Neil ThompsonExperience Oxfordshire Board members and Trustees joined Ambassador Partners and supporters of the destination management organisation (DMO) at The Store, Oxford to celebrate the county’s visitor economy and the commitment that a growing number of leading businesses are making to Experience Oxfordshire, the county’s DMO and official Local Visitor Economy Partnership (LVEP).
Over dinner guests heard an address from visitor economy figurehead, Bernard Donoghue OBE, Chief Executive of ALVA, the Association of Leading Visitor Attractions, who shared his views, insights and knowledge gleaned from the significant role he has played over many years, influencing the UK’s tourism agenda.
Bernard spoke of the longer term impacts the global pandemic, inflation and cost of living crisis have inflicted on the visitor economy, likening it to a version of “long Covid”. ALVA’s research shows that some 20% of the country’s over-65s have changed their pre-pandemic leisure behaviour, impacting on performance venues and annual attraction membership subscriptions which had previously enjoyed an 82% retention rate.
“Investment in the destination, its arts and culture, reaches way beyond the financial outlay; it creates pride of place and a sense of worth and belonging amongst the local population which in turn is attractive to visitors. Tourism is about creating joy. People spending precious time together, in special places which in turn supports local businesses who can offer aspirational job opportunities and career tracks.
The Experience Oxfordshire Ambassador Partnership with its strong representation of commercial interests, local authorities and academia is well placed to respond to the current operational environment and capitalise on future opportunities for the county”.
Bernard Donoghue OBE, Chief Executive, the Association of Leading Visitor Attractions
At a pre-dinner reception guests enjoyed sun-kissed panoramic views of Oxford’s spires from The Store’s Rooftop Bar & Terrace, before sampling a dinner from the newly arrived Spring Menu in the hotel’s Treadwell restaurant. General Manager of The Store, Oxford, Simon Drake, gave an insight into the care and attention the team at Treadwell adopt when developing their menus offering a fresh take, inventive, seasonal, local and unexpected, on British classics.
Stuart Crook, Experience Oxfordshire Chair, expressed his pleasure at seeing so many friends of the organisation gathered together: “I’d like to thank Simon Drake and his team from our Ambassador Partner, The Store, Oxford, for the warm welcome and excellent hospitality we’ve enjoyed.
Experience Oxfordshire Ambassadors collectively bring valuable insight and strategic direction to the work the destination management organisation does on behalf of the county. We’re grateful for the support they offer the organisation, which in turn is an investment in Oxfordshire’s future as a thriving destination.
It’s the knowledge that Experience Oxfordshire has this level of engagement with leading businesses, who represent all sectors within the county’s economy, that provides the national tourism agencies VisitBritain and VisitEngland with the level of confidence they need to ensure Oxfordshire has a seat at the tourism table and opportunity to influence the national agenda.
Experience Oxfordshire’s role as the Local Visitor Economy Partnership for the county, unlocks business resources and marketing opportunities which wouldn’t otherwise be available to the county.”
Simon Drake, General Manager of The Store, Oxford, said: “My team and I were delighted to welcome fellow Experience Oxfordshire Ambassadors to The Store. In developing our venue, top of mind was our belief that The Store should provide a destination where our community could gather for a host of reasons. The Ambassador Dinner, coming almost a year after we opened, shows that we have achieved that ambition. We came together for a celebration of tourism and hospitality and in the Oxford tradition, listened to an excellent and informed speaker and enjoyed lively debate.
I congratulate and commend Experience Oxfordshire on their commitment to our visitor economy and would encourage the county’s business to join us in ensuring that our sector continues to thrive.”
Councillor Liz Leffman, Leader of Oxfordshire County Council, said: “With a visitor economy worth £2.3 billion to the county which supports jobs for 10% of our workforce, it’s critical that in changing times Oxfordshire has a strong relationship with the national tourism agencies and a clear line of communication and influence. As this gathering of Ambassador Partners shows, Experience Oxfordshire has the support of the sector, and as the county’s official Local Visitor Economy Partnership is able to speak on its behalf with confidence.”
The Experience Oxfordshire Ambassador Partnership is now in its tenth year and has grown from two founding partners in 2015 (Blenheim Palace and Oxford Bus Company) to a current membership of fifteen leading organisations active in the county’s visitor economy.
Attendance at the event included representatives from commercial businesses, service providers, local authority members and senior staff from across the county and beyond: Activate Learning, Association of Leading Visitor Attractions (ALVA), Bauer Media Group, Bicester Village, Bodleian Libraries, Cherwell District Council, Experience Oxfordshire, The Feathers, Great Western Railway (GWR), Hedges Law, Heythrop Park Hotel, Oxford Brookes University, Oxford Bus Company, Oxfordshire County Council, Puy du Fou, Stagecoach West, The Store, Westgate Oxford, VisitEngland
