The Economic Impact of Tourism on Oxfordshire Estimates for 2013

The Economic Impact of Tourism on Oxfordshire Estimates for 2013 County and District Results September 2014 Prepared by: Tourism South East Research Unit 40 Chamberlayne Road Eastleigh Hampshire SO50 5JH

Document control sheet Client Visit Oxfordshire Limited Document Title The economic impact of tourism on Oxfordshire Status Final Reference Author Parves Khan Date September 2014 Contact details Main point of contact Telephone number Email address Parves Khan 02380 625459 pkhan@tourismse.com

CONTENTS 1. Introduction 1 1.1 Objective of study 1 1.2 The Cambridge Model 1 1.3 Objective of Economic Modelling 2 1.4 Cambridge Model II 2 2. Summary of Results 3 2.1 National and regional overview 3 2.2 Headline results 4 2.3 Total overnight trips 5 2.6 Tourism day trips 5 2.7 Sector breakdown of trip expenditure 6 2.8 Economic impact estimates 6 2.9 Comparative district results 6 TABLE OF RESULTS 3.1 Overnight trips by accommodation 10 3.1.1 Domestic overnight trips by accommodation 10 3.1.2 Overseas overnight trips by accommodation 12 3.1.3 Total overnight trip by accommodation 13 3.1.3 Trips by purpose 13 3.2 Tourism day trips 15 3.2.1 Volume of tourism day trips 15 3.2.2 Value of tourism day trips 15 3.3 Breakdown of expenditure associated with trips 17 3.3.1 Breakdown of total trip expenditure by sector 16 3.3.2 Breakdown of overnight domestic trip expenditure 16 3.3.3 Breakdown of overnight overseas trip expenditure 17 3.3.4 Breakdown of tourism day trip expenditure 17 3.4 Economic Impacts 17 3.4.1 Turnover derived from total trip expenditure 17 3.4.2 FTE employment supported by tourism spending 18 3.4.3 Actual employment supported by tourism spending 18

KEY VISITOR STATISTICS FOR 2013 Headline results for Oxfordshire 2,570,000 staying trips (domestic & overseas), a fall of 1% compared to 2012; In total, 633,554,000 spent by staying visitors on their trip, an increase of 4% compared to 2012; 23,970,000 tourism day trips, an increase of 1% compared to 2012; 893,116,000 spent by tourism day visitors on their trip, an increase of 1% compared to 2012; In total 1.52 billion spent by all visitors on their trip (overnight and day), up 2% compared to 2012; In addition, expenditure by friends and relatives on visitors and visitors spend on second homes and boats (i.e. maintenance and repairs) generated a further 52,298,000; DIRECT tourism-related expenditure in 2013 (following adjustments) was 1,467,104,000, up 2% compared to 2012; A further 351,341,000 of business turnover was generated through indirect and induced spending (multiplier spend); TOTAL tourism related expenditure (with the addition of multiplier spend) in 2013 was 1,818,445,000, up 3% compared to 2012; This expenditure supported 22,591 FTE jobs and 31,259 actual jobs, up 3% compared to 2012 and accounted for 9.4% of all employee jobs across the County. 1

Key statistics for 2013 2.5 million staying trips 24 million day trips 633.5m staying visitor spend 893.1m day visitor spend 1.8 billion value with multiplier 31,259 jobs sustained 2

1. INTRODUCTION 1.1 Objectives of Study This report examines the volume, value and resultant economic impact of tourism on the County of Oxfordshire. Results are presented at District and County level. The study was undertaken by Tourism South East on behalf of Experience Oxfordshire using a widely recognised, industry specific methodology, known as the Cambridge Model. To date, this approach has been widely applied across England and the South East region to produce an indicative outline of the scale of tourism activity on a local area basis. 1.2 The Cambridge Model The Cambridge Model is essentially a computer-based spreadsheet model that produces estimates from existing national and local information (e.g. accommodation stocks, overseas trips) of the level of tourism activity within a given local area. The volume of visits is translated into economic terms by estimating the amounts of spending by visitors based on their average spend per trip. In turn, the impact of that spending can be translated to estimate the effects in terms of business turnover and jobs. The standard measures generated in this Model are: the total amount spent by visitors, the amount of income for local residents and businesses created by this spending, and the number of jobs supported by visitor spending. This report focuses on total revenue raised from visitor spending across Oxfordshire and the estimated number of full-time equivalent and actual jobs sustained by that spending. As the Model utilises a standard methodology capable of application throughout the UK, it offers the potential for direct comparisons with similar destinations throughout the country. The basic process of estimation used can be divided into three parts: Visitor trips and visitor spending at a regional/county level derived from national survey sources (county/district) ; Local supply data on accommodation, attractions and other factors specific to Oxfordshire; The use of multipliers derived from business surveys in England to estimate full time equivalent and actual jobs generated by visitor spending in the area. The sophistication of the economic impact estimates will depend on the availability of detailed reliable local information to supplement national and regional data sources. Where such data is available from local surveys, then local variations can be explicitly included. In its standard form, the Cambridge Model uses a range of local data including details of accommodation stock, local occupancy rates, population, employment, local wage rates and visits to attractions. It applies this locally sourced information to regional estimates of tourism volume and expenditure derived from the following national surveys: Great Britain Tourism Survey 2013 International Passenger Survey 2013 Great British Day Visitor Survey 2013 Census of Population Visits to Attractions Survey 2013 Annual Survey of Hours and Earnings 2013 3

The following local data sources were gathered: Review of accommodation stock in each district (total bed spaces available for year) Collection of average bed occupancy data Collection of number of visits to attractions data Where available, footfall data for retail parks/shopping malls 1.3 Objectives of Economic Modelling In applying the Cambridge Model, the main objectives are to provide information on the economic impact of visitors and raise awareness of the profile and local importance of tourism in Oxfordshire. The Model will be used to: Derive estimates of the volume of domestic and overseas overnight visitors visiting Oxfordshire during the year, by type of accommodation; Derive estimates of the volume of day visitors visiting Oxfordshire during the year; Derive estimates of the value of tourism spending accruing to Oxfordshire, and the impact of this spending on different sectors of the local economy and in terms of jobs supported. 1.4 Cambridge Model Version II Since the inception of the original Cambridge Model approach, a number of changes have occurred to the model s methodology and the context of operation. Most importantly, autumn 2002 saw the launch of Cambridge Model Version II. This revised approach was developed from work undertaken for the South West Regional Development Agency and includes a number of enhancements. These include: Greater use of local data within the standardised model e.g. occupancy data, information on local wage rates Enhanced outputs, notably visitor nights by accommodation type, spend by accommodation type, impact of additional trip related expenditure. The latter refers to expenditure associated with ongoing expenditure on accommodation in the case of visitors overnight at second homes or private boats, or additional spending by non visitors e.g. friends and relatives with whom the visitor is overnight. 4

2. NATIONAL AND REGIONAL OVERVIEW 2.1 Domestic overnight trips Over the course of the year, 101.8 million domestic overnight trips were taken in England, a decrease of 2.6% compared with 2012. The value of domestic overnight trips fell by 4%, from 19.5 billion in 2012 to 18.7 billion in 2013. Domestic overnight tourism (actual) Percentage change (2013 vs 2012) 2013 Trips ( 000) Bednights ( 000) Expenditure ( million) Trips (%) Bednights (%) Expenditure (%) Great Britain 122,905 373,607 23,294-2.5% -3.8% -2.8% England 101,756 297,199 18,710-2.6% -4.2% -4.0% South East 17,934 49,773 2,648 +0.1% +2.0% -9.6% Domestic overnight trips to the South East during 2013 were consistent with 2012 (up 0.1% to 17.9 million trips), however the value of these trips fell by almost 10%, from 2.9 billion in 2012 to 2.65 billion in 2013). Domestic overnight tourism to the South East by purpose Percentage change (2013 vs 2012) 2013 Trips ( 000) Bednights ( 000) Expenditure ( million) Trips (%) Bednights (%) Expenditure (%) Holiday 6,784 20,220 1,273 +2.1% +4.4% -11.9% VFR 7,944 22,309 718 +3.3% +8.5% -11.7% Business 2,684 6,141 596-0.3% -5.0% +3.7% The average trip duration for all domestic overnight visits to the South East in 2013 was 2.8 nights, with an average spend of 148 per trip and 53.20 per night. Average trip duration and spend (South East) by purpose of trip 2013 Avg. Spend per trip Avg. Spend per night Avg. trip duration Holiday 188 62.96 3.0 VFR 90 32.18 2.8 Business 222 97.05 2.3 2.2 Overnight trips made by visitors from overseas Over the course of the year, overseas visitors made a total of 28.6 million overnight trips in England, an increase of 7% compared with 2012 and the highest volume recorded over the last eight years. Visitor nights were also up 7% compared with 2012, however trip expenditure increased by 13%. The volume of overseas visitor trips to the South East also increased by 7% compared with 2012, however visitor nights increased by a modest 3% and visitor expenditure was up by 5% (average 436 per trip compared with 440 in 2012). 5

Overseas visitors trips, nights and spend South East 2012 2013 % change 2012-2013 England 2012 2013 % change 2012-2013 Total Visits (000) 4,308 4,587 7% 26,802 28,602 7% Total Nights (000) 30,981 31,820 3% 203,067 216,975 7% Total Spend ( m) 1,898 2,000 5% 16,262 18,397 13% Overseas visitor trips to the South East accounted for 14% of all overseas visitor trips to the UK in 2013 and 10% of all overseas visitor expenditure in the UK. As usual, London enjoyed the largest proportion of overseas visitor trips and overseas visitor spend (51% and 54% respectively). Overseas visitors to the UK by region (2013) 2013 Trips ( 000) Bednights ( 000) Expenditure ( million) London 16,784 97,439 11,256 South East 4,587 31,820 2,000 North West 2,415 17,100 1,076 South West 2,230 18,577 1,097 East of England 2,006 14,289 873 West Midlands 1,869 14,796 844 Yorkshire & Humberside 1,220 10,391 584 East Midlands 1,077 9,160 459 North East 431 3,398 208 Total England 28,602 216,975 18,397 Scotland 2,443 19,361 1,680 Wales 884 5,932 353 N. Ireland 366 2,133 208 Total UK 32,813 245,296 20,844 2.3 Tourism Day Visits Figures published in the Great Britain Day Visits Survey (2013) indicate that there were 1,370 million Tourism Day Visits 1 undertaken in England during 2013 and that day visitors spent a very considerable 46 billion undertaking these trips. There were 219 million day visits undertaken in the South East with a total expenditure of 7,094 million. The average spend per tourism day trip in the South East was up slightly compared with 2012 at 32.39 per trip ( 30.77 in 2012), and comparable with the average for England as a whole ( 33.59). The regional pattern is reflected across all counties in the South East, although there are some differences at local, destination level. Volume of day trips and expenditure levels by England region 1 Tourism Day Visits are defined as leisure day visits which lasted at least 3 hours, included specific leisure activities, were not taken on a regular basis and were located outside of the participant s usual environment. 6

Destination Volume of visits (million) Expenditure on visits ( million) 2012 2013 2012 2013 Great Britain 1,712 1,588 57,052 53,947 England 1,467 1,370 48,459 46,024 Scotland 142 124 4,651 4,647 Wales 101 89 3,834 3,061 North East England 75 74 2,472 2,827 North West England 170 160 5,394 5,644 Yorkshire and The Humber 141 134 3,802 4,225 East Midlands 111 103 3,327 2,914 West Midlands 128 133 3,913 4,828 East of England 126 131 3,825 4,130 London 315 262 12,852 9,223 South East England 245 219 7,547 7,094 South West England 157 154 5,328 5,138 7

3. Volume and value of trips in Oxfordshire 3.1 Overnight trips (tables 1-4) It is estimated that approximately 1.96 million overnight trips were taken to Oxfordshire in 2013 by visitors from other parts of the UK. Compared to 2012 this represents a fall of 2%. Domestic trips involved a total of 4.9 million visitor nights, providing an average trip length of length of 2.5 nights. Compared to 2012 this represents a fall of 5%. Despite a fall in volume, spend was up. It is estimated that the expenditure associated with domestic overnight trips was in the region of 346.5 million. Compared to 2012 this represents an increase of 4%. The average expenditure per person per night for a domestic overnight visitor staying in Oxfordshire in 2013 was 70.35 and 176.54 per person per trip. It is estimated that 611,000 overnight trips were made to Oxfordshire in 2013 by visitors from outside the UK. Compared to 2012, this represents an increase of 2% in visitor volume. Overseas trips involved a total of 3.87 million visitor nights spent in Oxfordshire, providing an average trip length of length of 6.4 nights. Compared to 2012 this represents an increase of 3%. Expenditure by overseas visitors increased by 3.8%, up from 276.7 million in 2012 to 287.4million in 2013. The average expenditure per person for an overseas overnight visitor staying in Oxfordshire in 2013 was 74.08 per night, and 470.32 per person per trip. It is estimated that a total of 2,570,000 visitors (both from other parts of the UK and from overseas) stayed overnight in Oxfordshire in 2013. Compared to 2012 this represents a small fall of 1%. Total overnight trips involved approximately 8.80 million visitor nights spent in Oxfordshire, a fall of 1.9% in total volume compared to 2012. With an increase in average spend per head, overall trip expenditure is up. It is estimated that the expenditure associated with total overnight trips was in the region of 633.5 million. Compared to 2012 this represents an increase of 4%. The distribution of domestic staying trips across the County indicates that the largest proportion at 31% was spent in Oxford. Just over a fifth of all domestic overnight trips was spent in West Oxfordshire (23%). Cherwell accounted for 17% of all domestic overnight trips. Seventeen percent of domestic overnight trips was spent in South Oxfordshire and the remaining 11% was spent in the Vale of White Horse. A third of all domestic overnight trip expenditure across the county was gained by Oxford City (34%). The District gaining the second largest share of domestic overnight trip expenditure was West Oxfordshire (26%) followed by Cherwell (16%), South Oxfordshire (15%), and the Vale of White Horse at 9%. 8

The distribution of overseas staying trips across the County indicates that the vast majority at 75% were made to Oxford. Cherwell, South Oxfordshire and West Oxfordshire each received 7% of the share of overseas staying trips. The remaining 5% of overseas staying trips went to The Vale of White Horse. With regard to overseas overnight trip expenditure across the County, reflecting the high volume of overseas trips, Oxford City took the lion share at 80%. 3.2 Tourism day trips (tables 14 & 15) It is estimated that almost 24 million tourism day trips were made to and within the County 2 for a variety of leisure purposes. Compared to 2012 this represents a small increase of 1%. Expenditure associated with tourism day trips is estimated to have been in the region of 893.1 million. Compared to 2012 this represents an increase of 2%. The largest proportion of trips across the County involved trips to Cherwell and Oxford (27% and 23% each respectively). A significant volume of day trips to Cherwell were to the retail outlet Bicester Village. South Oxfordshire and the Vale received 17% of the County day trip volume respectively. Sixteen percent of all day trips were taken to West Oxfordshire. Of the 893.1 million visitor expenditure associated with tourism day trips to and within the County, the largest proportion of expenditure across the County involved trips to Cherwell (27%) and Oxford 2 Please note that in the County level report we have not included day trips from accommodation bases elsewhere. These are day trip excursions made by holiday-makers staying outside Oxfordshire, e.g. London but visiting one of the districts/towns for the day. Data on day trips from accommodation bases elsewhere is only available for Oxford City and is included in their own individual report. 9

(25%). South Oxfordshire and the Vale each received 16% of the County share. Around 15% of total day trip expenditure took place in West Oxfordshire. 3.4 Sector breakdown of total trip expenditure (tables 16-20) In total, tourism trips (overnight and day trips) generated approximately of 1,526,672,000 trip expenditure in 2013, up by 2% compared to 2012. Unsurprisingly, a large proportion of domestic and overseas staying trip expenditure went towards the cost of accommodation (32% respectively). Seventeen percent of domestic overnight trip expenditure went towards shopping. Overseas visitors spend considerably more on shopping with 29% of all their expenditure going towards shopping. Domestic visitors spent a fifth of total expenditure on food and drink. The purchase of food and beverages accounted for a nearly a third (29%) of overseas visitor spend. For tourism day trips, the largest proportion of trip expenditure went on the purchase of food and drink (39%) which was followed by shopping (32%). 3.4 Total business turnover The model provides an estimate for the magnitude of additional business turnover generated through the impact of visitor related expenditure. Adjustments have been made to recognise that some spending on retail and food and drink will fall within attractions or accommodation establishments. Furthermore, it is assumed that 40% of travel spend will take place at the origin of the trip rather than at the destination. Once these adjustments are made, it is estimated that of the 1,526,672,000 spent by all visitors, approximately, 1,414,806,000 was directly received by businesses located in Oxfordshire. Additional tourism expenditure is however generated by other sources which increases the total amount of money spent in Oxfordshire. It is estimated that expenditure on second homes, boats, and on goods and services purchased by friends and relatives visitors were staying with, or visiting, generated a further total 52,298,000expenditure associated with overnights trips in 2012. 10

This brings direct expenditure generated by tourism in Oxfordshire to 1,467,104,000, up 2% compared to 2012. In addition to direct turnover, indirect and induced effects of visitor expenditure through multiplier effects generated a further 351,341,000 worth of income for local businesses. Drawing together direct and indirect/induced business turnover, the TOTAL value of visitor expenditure to the Oxfordshire economy in 2013 is estimated to be in the region of 1.82 billion, a growth of 3% since 2012. Of the total tourism value of 1.82 billion generated in 2013, 40% of total turnover was received by businesses in Oxford. Businesses in Cherwell received 20% of the total turnover. Businesses in West Oxfordshire received 15% of turnover. Thirteen percent of total turnover was received by businesses in South Oxfordshire and the remaining 11% benefitted businesses in the Vale. 3.5 Total jobs supported It is estimated that around 22,591 FTE Jobs were supported by total business turnover in 2013 across the County, up 3% compared to 2012. Many of these jobs are part-time or seasonal in nature and translate into an estimated 31,259 Actual Jobs were supported. These jobs include self-employed positions and are spread across a wide range of service sectors from catering and retail to public service jobs such as in local government and not just tourism. This means that of the estimated 321,300 total jobs (employee and self-employed) across the County, 9.4% are supported by tourism related expenditure. Reflecting it s significantly larger tourism market, the largest proportion of Actual Jobs created and sustained in the County as a result of tourism-related expenditure was in Oxford (41%). The District supporting the next largest volume of Actual jobs was Cherwell (21%). West Oxfordshire supported 15% of Actual Jobs and South Oxfordshire supported 12% of Actual Jobs. The Vale of White Horse supported 11% of Actual Jobs. 11

4. TABLE OF RESULTS 4.1 Domestic staying trips by accommodation Table 1: Total overnight domestic trips by accommodation County Number of Number of domestic trips domestic nights Domestic trip expenditure Serviced 910,000 46.4% 2,178,000 44.2% 245,259,000 70.8% Non-serviced 176,000 9.0% 660,000 13.4% 24,870,000 7.2% Group/campus 107,000 5.5% 359,000 7.3% 17,856,000 5.2% Second homes 9,000 0.5% 55,000 1.1% 681,000 0.2% Boat moorings 6,000 0.3% 15,000 0.3% 533,000 0.2% VFR home 754,000 38.4% 1,657,000 33.6% 56,988,000 16.5% Total 2013 1,963,000 4,926,000 346,554,000 Total 2012 2,007,000 5,199,000 332,892,000 % change -2.2% -5.3% 4.0% Table 2: Number of overnight domestic trips by accommodation Districts Serviced 122,000 36.1% 317,000 51.7% 134,000 39.8% 59,000 26.7% 278,000 61.2% Non-serviced 37,000 10.9% 17,000 2.8% 45,000 13.4% 20,000 9.0% 57,000 12.6% Group/campus 0 0.0% 95,000 15.5% 1,000 0.3% 2,000 0.9% 9,000 2.0% Second homes 2,000 0.6% 1,000 0.2% 2,000 0.6% 1,000 0.5% 3,000 0.7% Boat moorings 0 0.0% 3,000 0.5% 3,000 0.9% 0 0.0% 0 0.0% VFR home 178,000 52.7% 179,000 29.2% 151,000 44.8% 139,000 62.9% 107,000 23.6% Total 2013 338,000 613,000 337,000 221,000 454,000 Total 2012 349,000 632,000 344,000 231,000 451,000 % change -3.2% -3.0% -2.0% -4.3% 0.7% Table 3: Number of domestic nights by accommodation - Districts Serviced 305,000 35.5% 793,000 52.7% 295,000 35.3% 146,000 24.8% 639,000 56.2% Non-serviced 135,000 15.7% 73,000 4.9% 166,000 19.9% 69,000 11.7% 217,000 19.1% Group/campus 0 0.0% 334,000 22.2% 2,000 0.2% 5,000 0.9% 18,000 1.6% Second homes 10,000 1.2% 6,000 0.4% 14,000 1.7% 7,000 1.2% 18,000 1.6% Boat moorings 0 0.0% 4,000 0.3% 11,000 1.3% 0 0.0% 0 0.0% VFR home 409,000 47.6% 295,000 19.6% 347,000 41.5% 360,000 61.2% 246,000 21.6% Total 2013 860,000 1,505,000 836,000 588,000 1,137,000 Total 2012 910,000 1,646,000 890,000 623,000 1,130,000 % change -5.5% -8.6% -6.1% -5.6% 0.6% Table 4: Domestic all trip expenditure by accommodation Districts Serviced 35,279,000 64% 87,377,000 75% 34,150,000 66% 14,615,000 47% 73,838,000 81% Non-serviced 5,149,000 9% 3,002,000 3% 6,166,000 12% 2,266,000 7% 8,287,000 9% Group/campus 0 0% 16,586,000 14% 107,000 0% 211,000 1% 952,000 1% Second homes 366,000 0% 203,000 0% 478,000 1% 0 0% 634,000 0% Boat moorings 0 0% 143,000 0% 390,000 1% 0 0% 0 0% VFR home 15,083,000 27% 9,179,000 8% 10,811,000 21% 14,251,000 45% 7,664,000 8% Total 2013 55,877,000 116,490,000 52,101,000 31,344,000 90,742,000 Total 2012 56,363,000 105,733,000 50,940,000 32,346,000 87,510,000 % change -0.9% 10.2% 2.3% -3.1% 3.7% 12

4.2 Overseas staying trips by accommodation Table 5: Total overseas overnight trips by accommodation - County No. of trips No. of nights Trip expenditure Serviced 297,000 48.4% 940,000 24.2% 124,457,000 43.3% Non-serviced 61,000 9.8% 400,000 10.3% 15,573,000 5.4% Group/campus 59,000 9.7% 516,000 13.3% 49,923,000 17.4% Paying guest 20,000 3.3% 320,000 8.2% 21,000,000 7.3% Second homes 5,000 0.9% 127,000 3.3% 8,411,000 2.9% VFR home 169,000 27.5% 1,576,000 40.6% 68,001,000 23.7% Total 2013 611,000 3,879,000 287,366,000 Total 2012 596,000 3,772,000 276,729,000 % change 2.5% 2.8% 3.8% Table 6: Number of overseas overnight trips by accommodation Districts Serviced 9,000 19.5% 261,000 56.9% 10,000 24.1% 5,000 12.9% 13,000 32.5% Non-serviced 1,000 2.4% 46,000 10.0% 5,000 13.0% 2,000 6.5% 5,000 13.4% Group/campus 0 0.0% 54,000 11.8% 0 0.0% 1,000 3.2% 4,000 10.0% Paying guest 1,000 2.4% 19,000 4.1% 0 0.0% 0 0.0% 0 0.0% Second homes 2,000 3.9% 2,000 0.4% 1,000 2.5% 0 0.0% 1,000 1.9% VFR home 28,000 65.9% 77,000 16.8% 24,000 60.0% 23,000 74.2% 17,000 42.5% Total 2013 41,000 459,000 40,000 31,000 40,000 Total 2012 40,000 447,000 39,000 31,000 39,000 % change 2.5% 2.7% 2.6% 0.0% 2.6% Table 7: Number of overseas nights by accommodation Districts Serviced 21,000 6.8% 835,000 29.7% 28,000 10.9% 11,000 5.0% 45,000 16.0% Non-serviced 10,000 3.3% 328,000 11.7% 20,000 7.7% 9,000 4.1% 33,000 11.8% Group/campus 0 0.0% 486,000 17.3% 2,000 0.8% 6,000 2.7% 22,000 7.8% Paying guest 18,000 5.9% 302,000 10.7% 0 0.0% 0 0.0% 0 0.0% Second homes 38,000 12.4% 50,000 1.8% 14,000 5.4% 7,000 3.2% 18,000 6.4% Serviced 220,000 71.7% 812,000 28.9% 195,000 75.6% 186,000 84.9% 163,000 57.8% Total 2013 307,000 2,813,000 258,000 219,000 282,000 Total 2012 309,000 2,701,000 261,000 222,000 279,000 % change -0.6% 4.1% -1.1% -1.4% 1.1% Table 8: Overseas overnight trip expenditure by accommodation Districts Serviced 2,754,000 18% 111,048,000 48% 3,530,000 26% 1,410,000 15% 5,715,000 31% Non-serviced 354,000 2% 12,837,000 6% 654,000 5% 323,000 3% 1,405,000 8% Group/campus 0 0% 47,020,000 20% 234,000 2% 584,000 6% 2,085,000 11% Paying guest 1,167,000 7% 19,833,000 9% 0 0% 0 0% 0 0% Second homes 2,548,000 16% 3,322,000 1% 900,000 7% 448,000 5% 1,193,000 7% VFR home 8,824,000 56% 36,689,000 16% 8,014,000 60% 6,596,000 70% 7,878,000 43% Total 2013 15,647,000 230,750,000 13,331,000 9,362,000 18,276,000 Total 2012 15,365,000 221,110,000 13,209,000 9,408,000 17,637,000 % change 1.8% 4.4% 0.9% -0.5% 3.6% 13

4.3 Total overnight trip by accommodation Table 9: All overnight trips by accommodation Number of total trips Number of total nights Total trip expenditure Serviced 1,186,000 46.1% 3,118,000 35.4% 369,716,000 58.4% Non-serviced 235,000 9.1% 1,060,000 12.0% 31,093,000 4.9% Group/campus 165,000 6.4% 875,000 9.9% 67,779,000 10.7% Paying guest 20,000 0.8% 320,000 3.6% 21,000,000 3.3% Second homes 14,364 0.6% 182,000 2.1% 9,092,000 1.4% Boat moorings 6,000 0.2% 15,000 0.2% 533,000 0.1% VFR home 938,000 36.5% 3,233,000 36.7% 9,350,000 1.5% Total 2013 2,570,000 8,805,000 124,989,000 19.7% Total 2012 2,593,000 8,971,000 633,554,000 % change -0.9% -1.9% 609,621,000 Table 10: Number of total trips by accommodation Districts Serviced 131,000 34.3% 578,000 53.9% 144,000 38.1% 63,000 25.0% 271,000 55.3% Non-serviced 38,000 10.0% 63,000 5.9% 50,000 13.3% 22,000 8.7% 62,000 12.7% Group/campus 0 0.0% 149,000 13.9% 1,000 0.3% 3,000 1.2% 12,000 2.4% Paying guest 1,000 0.3% 19,000 1.8% 0 0.0% 0 0.0% 0 0.0% Second homes 4,000 1.0% 3,000 0.3% 3,000 0.8% 1,000 0.4% 3,754 0.8% Boat moorings 0 0.0% 3,000 0.3% 3,000 0.8% 0 0.0% 0 0.0% VFR home 205,000 54.1% 256,000 23.9% 175,000 46.4% 162,000 64.3% 140,000 28.6% Total 2013 379,000 1,072,000 377,000 252,000 490,000 Total 2012 389,000 1,079,000 383,000 262,000 480,000 % change -2.6% -0.6% -1.6% -3.8% 2.1% Table 11: Number of total nights by accommodation Districts Serviced 326,000 27.9% 1,628,000 37.7% 323,000 29.5% 157,000 19.5% 684,000 48.2% Non-serviced 145,000 12.4% 401,000 9.3% 186,000 17.0% 78,000 9.7% 250,000 17.6% Group/campus 0 0.0% 820,000 19.0% 4,000 0.4% 11,000 1.4% 40,000 2.8% Paying guest 18,000 1.5% 302,000 7.0% 0 0.0% 0 0.0% 0 0.0% Second homes 48,000 4.1% 56,000 1.3% 28,000 2.6% 14,000 1.7% 36,000 2.5% Boat moorings 0 0.0% 4,000 0.1% 11,000 1.0% 0 0.0% 0 0.0% VFR home 629,000 53.9% 1,107,000 25.6% 542,000 49.5% 546,000 67.7% 409,000 28.8% Total 2013 1,167,000 2.54 4,318,000 1,094,000 807,000 1,419,000 Total 2012 1,219,000 2.61 4,347,000 1,151,000 845,000 1,409,000 % change -4.3% -0.7% -5.0% -4.5% 0.7% 14

Table 12: Total overnight trip expenditure by accommodation Districts Serviced 38,033,000 53% 198,425,000 57% 37,680,000 58% 16,025,000 39% 79,553,000 73% Non-serviced 3,219,000 5% 15,663,000 5% 3,679,000 6% 754,000 2% 7,778,000 7% Group/campus 0 0% 63,606,000 18% 341,000 1% 795,000 2% 3,037,000 3% Second homes 1,167,000 2% 19,833,000 6% 0 0% 0 0% 0 0% Boat moorings 2,548,000 4% 3,525,000 1% 1,378,000 2% 448,000 1% 1,193,000 1% VFR home 0 0% 143,000 0% 390,000 1% 0 0% 0 0% Total 2013 2,284,000 176,000 3,141,000 1,835,000 1,914,000 Total 2012 23,907,000 45,868,000 18,825,000 20,847,000 15,542,000 % change 71,158,000 347,240,000 65,432,000 40,706,000 109,018,000 4.4 Tourism day trips Table 13: Number of tourism day trips Total 2013 Total 2012 % change Cherwell 6,590,000 6,540,000 0.8% Oxford 5,600,000 5,520,000 1.4% S. Oxon 3,981,000 3,957,000 0.6% Vale 3,989,000 3,988,000 0.0% W. Oxon 3,810,000 3,790,000 0.5% County 23,970,000 23,795,000 0.7% Table 14: Tourism day trip expenditure Total 2013 Total 2012 Cherwell 243,830,000 238,710,000 2.1% Oxford 226,912,000 223,670,000 1.4% S. Oxon 145,577,000 143,038,000 1.8% Vale 139,625,000 139,391,000 0.2% W. Oxon 137,172,000 135,505,000 1.2% County 893,116,000 880,314,000 1.5% 4.5 Total trip volume and expenditure Table 15: Total trip volume (overnight and day trips) Total 2013 Total 2012 % change Cherwell 6,969,000 6,929,000 0.6% Oxford 6,672,000 6,599,000 1.1% S. Oxon 4,358,000 4,340,000 0.4% Vale 4,241,000 4,250,000-0.2% W. Oxon 4,300,000 4,280,000 0.7% County 26,540,000 26,398,000 0.6% Table 16: Total trip expenditure (overnight and day trips) Total 2013 Total 2012 % change Cherwell 314,988,000 310,437,000 1.5% Oxford 574,152,000 550,513,000 4.3% S. Oxon 211,009,000 207,186,000 1.8% Vale 180,331,000 181,146,000-0.4% W. Oxon 246,190,000 240,654,000 2.3% County 1,526,670,000 1,489,936,000 2.5% 15

4.6 Breakdown of expenditure associated with trips Table 17: Breakdown of total trip expenditure - County Domestic Overseas Day Total Accom. 109,058,000 32% 89,750,000 32.4% 0 0 198,808,000 13% Retail 61,837,000 18% 79,675,000 28.8% 285,375,000 32% 426,887,000 28% Catering 73,142,000 21% 56,552,000 20.4% 342,676,000 39% 472,370,000 31% Attr/ent. 31,891,000 9% 36,376,000 13.1% 86,633,000 10% 154,900,000 10% Transport 70,261,000 20% 25,014,000 9.0% 178,432,000 20% 273,707,000 18% Total 346,189,000 276,729,000 880,314,000 1,526,672,000 Table 19: Breakdown of overnight domestic trip expenditure Districts Accom. 18,995,000 34% 36,950,000 32% 16,657,000 32% 9,205,000 29% 27,251,000 30% Retail 8,884,000 16% 20,686,000 18% 9,105,000 17% 6,002,000 19% 17,160,000 19% Catering 11,002,000 20% 24,795,000 21% 10,685,000 21% 6,617,000 21% 20,043,000 22% Attrac/ent. 4,530,000 8% 10,933,000 9% 4,503,000 9% 2,824,000 9% 9,101,000 10% Transport 12,099,000 22% 23,127,000 20% 11,150,000 21% 6,697,000 21% 17,188,000 19% Total 55,510,000 116,491,000 52,100,000 31,345,000 90,743,000 Table 20: Breakdown of overnight overseas trip expenditure Districts Accom. 5,095,000 33% 72,567,000 31% 4,822,000 36% 2,478,000 26% 4,788,000 26% Retail 3,743,000 24% 65,646,000 28% 2,490,000 19% 2,456,000 26% 5,340,000 29% Catering 3,052,000 20% 44,646,000 19% 2,696,000 20% 2,037,000 22% 4,121,000 23% Attrac/ent. 2,295,000 15% 28,543,000 12% 1,935,000 15% 1,418,000 15% 2,185,000 12% Transport 1,462,000 9% 19,347,000 8% 1,389,000 10% 974,000 10% 1,842,000 10% Total 15,647,000 230,749,000 13,332,000 9,363,000 18,276,000 Table 21: Breakdown of day trip expenditure Districts Retail 109,967,000 45% 102,337,000 45% 25,185,000 17% 24,155,000 17% 23,731,000 17% Catering 85,828,000 35% 79,873,000 35% 60,997,000 42% 58,503,000 42% 57,475,000 42% Attrac/ent. 23,652,000 10% 22,010,000 10% 14,121,000 10% 13,544,000 10% 13,306,000 10% Transport 24,383,000 10% 22,691,000 10% 45,274,000 31% 43,423,000 31% 42,661,000 31% Total 243,830,000 226,911,000 145,577,000 139,625,000 137,173,000 Table 18: Breakdown of total trip expenditure - Districts Accom. 24,090,000 8% 109,517,000 19% 21,479,000 10% 11,683,000 6% 32,039,000 13% Retail 122,594,000 39% 188,669,000 33% 36,780,000 17% 32,613,000 18% 46,231,000 19% Catering 99,882,000 32% 149,314,000 26% 74,378,000 35% 67,157,000 37% 81,639,000 33% Attrac/ent. 30,477,000 10% 61,486,000 11% 20,559,000 10% 17,786,000 10% 24,592,000 10% Transport 37,944,000 12% 65,165,000 11% 57,813,000 27% 51,094,000 28% 61,691,000 25% Total 314,987,000 574,151,000 211,009,000 180,333,000 246,192,000 16

4.6 Total turnover derived from trip expenditure Table 22: Direct turnover - County Direct turnover after adjustment (1) 1,414,806,000 Other tourism-related spend (2) 52,298,000 Total 2013 1,467,104,000 Total 2012 1,434,647,000 % change 2.3% Table 23: Direct turnover - Districts Direct turnover after adjustment (1) Other tourismrelated spend (2) Total direct turnover 2012 Total direct turnover 2011 % change Cherwell 298,092,000 7,188,000 305,280,000 301,865,000 1.1% Oxford 549,474,000 18,260,000 567,734,000 545,403,000 4.1% S. Oxon 188,152,000 10,762,000 198,914,000 195,560,000 1.7% Vale 158,724,000 9,469,000 168,193,000 168,994,000-0.5% W. Oxon 220,364,000 6,619,000 226,983,000 222,825,000 1.9% (1) Apart from the spending associated with the individual trips, additional spending by non-visitors, e.g. friends and relatives with whom the visitor is staying with will also take place. Moreover, owners of second homes/boats will spend some money on maintenance, repair. Data is only available for additional expenditure made related to overnight trips. (2) Adjustments have been made to visitor expenditure by sector to recognise that some spending on retail and food and drink will fall within attractions or accommodation establishments. A small proportion of day trip spend will also fall into Accommodation where day visitors have eaten in restaurants/bars of hotels. Furthermore, it is assumed that 40% of travel expenditure occurs outside the destination Table 24: Total turnover derived from ALL trip expenditure- County Direct 1,467,104,000 Multiplier 351,341,000 Total 2013 1,818,445,000 Total 2012 1,765,230,000 % change 3.0% Table 25: Total turnover derived from ALL trip expenditure- Districts Direct Multiplier Total 2013 Total 2012 % change Cherwell 305,280,000 53,876,000 359,156,000 349,562,000 2.7% Oxford 567,734,000 183,444,000 751,178,000 721,265,000 4.1% S. Oxon 198,914,000 35,651,000 234,565,000 228,173,000 2.8% Vale 168,193,000 32,229,000 200,422,000 198,011,000 1.2% W. Oxon 226,983,000 46,141,000 273,124,000 268,219,000 1.8% 4.7 FTE employment supported by tourism spending Table 26: FTE employment supported by tourism spending Total 2013 Total 2012 % change Cherwell 4,578 4,458 2.7% Oxford 9,356 9,001 3.9% S. Oxon 2,794 2,775 0.7% Vale 2,386 2,365 0.9% W. Oxon 3,476 3,420 1.7% County 22,591 22,018 2.6% 17

Table 27: Actual employment supported by tourism spending Total 2013 Total 2012 % change Cherwell 6,453 6,303 2.4% Oxford 12,779 12,289 4.0% S. Oxon 3,879 3,844 0.9% Vale 3,305 3,284 0.6% W. Oxon 4,844 4,760 1.8% County 31,259 30,480 2.6% Table 28 Proportion of total jobs sustained : Total employee jobs (3) Total actual jobs supported % of total workforce supported by tourism spend Cherwell 66,900 6,453 9.7% Oxford 105,100 12,779 11.3% S. Oxon 54,300 3,879 7.1% Vale 56,000 3,305 5.9% W. Oxon 39,000 4,844 12.5% County 321,300 31,259 9.7% (3) The information comes from the Business Register and Employment Survey (BRES) an employer survey conducted by ONS in December of each year. 18