Experience Oxfordshire Ambassador partners gathered at The Store, Oxford to celebrate the power of the partnership and the strong spirit of collaboration active within Oxfordshire’s visitor economy.
Guests were joined by Andrew Stokes OBE, England Director at the national tourist board, VisitBritain/VisitEngland, who shared insights from recent research and spoke of his organisation’s current priorities. Outlining drivers for growing global market share and the opportunity that development of the domestic market offers, he stressed the central role that England’s network of Local Visitor Economy Partners (LVEPs) play in establishing the growth opportunities for the visitor economy locally and nationally.
Whilst speaking of the growing recognition of the visitor economy in place-based development, Andrew Stokes complemented the county as a compelling destination but warned of the dangers of complacency and urged partners present to continue championing Oxfordshire and its LVEP, Experience Oxfordshire.
Following the event Andrew Stokes OBE said: “The Experience Oxfordshire Ambassador partnership is a huge asset to the county. As a destination Oxfordshire offers many reasons to visit and it has great appeal in both the domestic and international markets. Collaboration across the visitor economy is key for a destination to thrive. Experience Oxfordshire’s Ambassador partnership with its strong representation of commercial interests, local authorities and academia offering support to the county’s LVEP, ensures that the county can respond swiftly to both operational issues, and harness future opportunities, as they arise.”
After a reception on The Store’s exclusive rooftop terrace, where guests sampled the specially created Ambassador Cocktail featuring The Store’s award-winning World’s Best London Dry Gin 2025, Simon Drake, General Manager of The Store & Treadwell, welcomed guests whilst outlining The Store’s many achievements over the two years since it opened. Sharing exciting plans for the future Simon Drake said: “We value our strong relationship with Experience Oxfordshire and are proud of our role as an Ambassador partner supporting their work in growing the visitor economy. It has been a pleasure therefore to host fellow Ambassadors here at Treadwell once again and to have the opportunity of bringing together those who shape the county’s visitor experience in a building long part of Oxford’s story, and one we’re proud to represent within it.”
“Many thanks to Simon Drake and his team at The Store for their warm welcome and fabulous hospitality. It was great to showcase our Ambassador partnership and collaboration. With a visitor economy generating £2.4 billion in Oxfordshire supporting forty-one thousand jobs, it is essential that key influencers and operators within the county maintain ongoing open communication and collaboration. We’re grateful for all the support our Ambassador partners offer our organisation, and through us the investment they therefore make in Oxfordshire’s future as a thriving visitor destination.”
Stuart Crook, Chair, Experience Oxfordshire
Attending the event Heather Carter, Managing Director - Visitor Attraction, Blenheim Palace said: “As one of the founding Ambassador partners, Blenheim Palace is proud of its long association with Experience Oxfordshire and their work in building Oxfordshire’s visitor economy. As a visitor attraction with a significant interest in international markets we understand the importance to a destination of maintaining a relationship with the national tourist board. We are therefore delighted that Andrew Stokes has joined us this evening demonstrating the excellent working relationship our LVEP, Experience Oxfordshire, has fostered with VisitBritain/VisitEngland.”
Attendance at the annual Ambassadors’ Dinner included representatives from commercial businesses, service providers, local authority members and senior staff from across the county and beyond: Activate Learning, Bicester Village, Blenheim Palace, Bodleian Libraries, Cherwell District Council, GWR, Heythrop Park, Oxford Bus Company, Oxfordshire County Council, Puy du Fou, Schwarzman Centre for the Humanities, Stagecoach West, The Store Oxford, VisitBritain/VisitEngland.
The Experience Oxfordshire Ambassadors collectively bring valuable insight and strategic direction to the organisation’s work on behalf of the county.
