The Economic Impact of Tourism on Oxfordshire Estimates for 2014 County and District Results August 2015 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 October 2015 Contact details Main point of contact Telephone number Email address Parves Khan 02380 625459 pkhan@tourismse.com
CONTENTS 1. Introduction 3 1.1 Objective of study 3 1.2 The Cambridge Model 3 1.3 Objective of Economic Modelling 4 1.4 Cambridge Model II 4 2. National and regional overview 5 3. Volume and value of tourism in Oxfordshire 7 3.1 Overnight trips by accommodation 7 3.2 Tourism day trips 8 3.3 Breakdown of expenditure associated with trips 9 3.4 Total business turnover 9 3.5 Total jobs supported 10 4. Table of results 11-16
KEY VISITOR STATISTICS FOR 2014 Headline results for Oxfordshire 2,618,000 staying trips (domestic & overseas), an increase of 2% compared to 2013; 660.2 million spent by staying visitors on their trip, an increase of 4% compared to 2013; 24,159,000 tourism day trips, an increase of 1% compared to 2013; 904 million spent by tourism day visitors on their trip, an increase of 1% compared to 2013; 1.56 billion spent by all visitors on their trip (overnight and day), up 2% compared to 2013; 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 52.6 million; DIRECT tourism-related expenditure in 2014 (following adjustments) was 1.5 million, up 2% compared to 2013; A further 362.5 million of business turnover generated through indirect and induced spending (multiplier spend); TOTAL tourism related expenditure (with the addition of multiplier spend) in 2014 was 1.86 million, up 3% compared to 2013; This expenditure supported 23,197 FTE jobs and 32,089 actual jobs, up 3% compared to 2013 and accounted for 5.7% of all employee jobs across the County. 1
Key statistics for 2014 2.6 million staying trips 24.1 million day trips Domestic staying trip purpose VFR 16% Other 4% VFR 30% Overseas staying trip purpose Other Study 4% 6% Holiday 35% 600.2m staying visitor spend Business 19% Holiday 61% 904m day visitor spend Business 25% 1.86b value with multiplier 32,089 jobs sustained Proportion of domestic and overseas staying trips Domestic staying trips 74% Overseas staying trips 26% Proportion of domestic and overseas staying trip spend Domestic staying trip spend 41% Overseas staying trip spend 59% Accommodation used by staying visitors Home of friends/relatives Boat moorings 0% 39% Proportion of total trips by type 90% Proportion of total expenditure by trip type Second homes 1% 58% Paying guest 1% 7% 2% 23% 19% Group/campus Non-serviced Serviced 6% 11% 42% Domestic staying trips Overseas staying trips Day trips Domestic staying trip spend Overseas staying trip spend Day trip spend 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 2014 International Passenger Survey 2014 Great British Day Visitor Survey 2014 Census of Population (annual estimates) Visits to Attractions Survey 2014 Annual Survey of Hours and Earnings 2014 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 Trips by domestic overnight visitors South East England 2013 2014 % change 2013 2014 % change Trips 17,900,000 16,200,000-9% 101,340,000 93,000,000-8% Nights 122,900,000 114,200,000-7% 294,830,000 273,000,000-7% Spend 2,648,000,000 2,448,000,000-8% 18,627,550,000 18,085,000,000-3% Trips by overseas overnight visitors South East England 2013 2014 % change 2013 2014 % change Trips 4,587,000 4,648,000 1% 28,602,000 29,824,000 4% Nights 31,820,000 34,645,000 9% 216,975,000 232,846,000 7% Spend 2,002,000,000 2,160,000,000 8% 18,397,000,000 19,081,000,000 4% Trips by day visitors South East England 2013 2014 % change 2013 2014 % change Trips 219,000,000 227,000,000 4% 1,370,000,000 1,345,000,000-2% Spend 7,094,000,000 7,571,000,000 7% 45,101,000,000 46,024,000,000 2% Total trips South East England 2013 2014 % change 2013 2014 % change Trips 241,487,000 247,848,000 3% 1,499,942,000 1,467,824,000-2% Spend 11,744,000,000 12,179,000,000 4% 82,125,550,000 83,190,000,000 1% Results from GBTS reveal that 93 million domestic overnight trips were taken in England in 2014, a decrease of 9% compared with 2013. The value of domestic overnight trips fell by 3%, from 18.7 billion in 2013 to 18 billion in 2014. Reflecting the national trend, the volume of domestic overnight trips fell by 9% in the South East in 2014 compared to 2013 (from 17.9 million to 16.2 million). According to the national survey results, domestic overnight trip spend in the South East saw a greater drop than seen at national level; down by 8% compared to national level of 3%. In contrast, trips to England and the South East by visitors from overseas increased in 2014 compared to 2013. According to results from IPS, overseas visitors made a total of 29.8 million overnight trips in England, an increase of 4% compared with 2013. Trip expenditure also increased by 4% at the national level. Overseas visitor trip volume was also up for the region; total overnight trips taken by visitors from overseas to the South East increased by 1% (from 4.58 million to 4.65 million). Nights spent in the region by overseas visitors and expenditure associated with their visits increased by a greater level (as a result of increased length of stay). Overseas trip nights increased by 9% and expenditure increased by 8%. Figures published in the Great Britain Day Visits Survey (2014) indicate that there were 1.3 billion Tourism Day Visits undertaken in England during 2014 (down 2% compared to 2013). Despite a small drop in volume, spend per head was up, leaving to an increase in day trip expenditure of 2% at the national level. 5
At regional level, there were 227 million tourism day trips, up by 4% on 2013. Day trip spend at regional level was also up, again at a level higher than the national average (up by 7% in the South East compared to up by 2% nationally). 6
3. Volume and value of trips in Oxfordshire 3.1 Overnight trips Despite the national and regional picture showing a drop in the volume and value of domestic overnight trips, destinations across Oxfordshire all saw a small a growth in domestic tourism volume. It is estimated that almost 2 million overnight trips (1,990,000) were taken to Oxfordshire in 2014 by visitors from other parts of the UK. Compared to 2013 this represents an increase of 1%. Domestic trips involved just under 5 million visitor nights, providing an average trip length of length of 2.5 nights. Compared to 2013 this represents an increase of 1% in the volume of domestic trip nights. It is estimated that the expenditure associated with domestic overnight trips was in the region of 356.4 million. Compared to 2013 this represents an increase of 3%. It is estimated that 628,000 overnight trips were made to Oxfordshire in 2014 by visitors from outside the UK. Compared to 2013, this represents an increase of 3% in visitor volume. Overseas trips involved a total of 4 million visitor nights spent in Oxfordshire, providing an average trip length of 6.5 nights. Compared to 2013 this represents an increase of 5% in the volume of overseas visitor trip nights. Expenditure by overseas visitors increased by 3.8%, up from 276.7 million in 2013 to 287.4million in 2014. It is estimated that a total of 2,618,000 visitors (both from other parts of the UK and from overseas) stayed overnight in Oxfordshire in 2014. Compared to 2013 this represents a growth of 2%. It is estimated that the expenditure associated with total overnight trips was in the region of 660.2 million. Compared to 2013 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. 7
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%. 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 It is estimated that just over 24.1 million tourism day trips were made to and within the County 1 for a variety of leisure purposes. Compared to 2013 this represents an increase of 1%. Expenditure associated with tourism day trips is estimated to have been in the region of 904 million. Compared to 2013 this represents an increase of 1%. 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 904 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 (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. 1 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. 8
3.4 Sector breakdown of total trip expenditure In total, tourism trips (overnight and day trips) generated approximately of 1.56 billion trip expenditure in 2014, up by 2% compared to 2013. Unsurprisingly, a large proportion of staying trip expenditure went towards the cost of accommodation (31%). This was followed by shopping (22%) and food and drink (20%). For tourism day trips, the largest proportion of trip expenditure went on the purchase of food and drink (38%) 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 1.56 billion spent by all visitors, approximately, 1.45 billion 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 52.6 million expenditure associated with overnights trips in 2014. This brings direct expenditure generated by tourism in Oxfordshire to 1,502,810,000, up 2% compared to 2013. In addition to direct turnover, indirect and induced effects of visitor expenditure through multiplier effects generated a further 362.5 million 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 2014 is estimated to be in the region of 1.86 billion, a growth of 3% since 2013. Of the total tourism value of 1.86 billion generated in 2014, 40% of total turnover was received by businesses in Oxford. Businesses in Cherwell received 20% of the total turnover. Businesses in 9
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 23,197 FTE Jobs were supported by total business turnover in 2014 across the County, up 3% compared to 2013. Many of these jobs are part-time or seasonal in nature and translated into an estimated 32,089 Actual Jobs. 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 330,400 total jobs across the County, 5.7% 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. 10
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 923,000 46% 2,212,000 44.4% 253,211,000 71.0% Non-serviced 179,000 9% 668,000 13.4% 24,720,000 6.9% Group/campus 108,000 5% 362,000 7.3% 19,215,000 5.4% Second homes 9,000 0% 56,000 1.1% 1,670,000 0.5% Boat moorings 6,000 0% 15,000 0.3% 539,000 0.2% VFR home 762,000 38% 1,674,000 33.6% 57,053,000 16.0% Total 2014 1,990,000 4,986,000 356,407,000 Total 2013 1,963,000 4,926,000 347,188,000 % change 1.4% 1.2% 2.7% Table 2: Number of overnight domestic trips by accommodation Districts Cherwell Oxford S. Oxon Vale W. Oxon Serviced 124,000 36.2% 322,000 51.9% 136,000 39.9% 59,000 26.3% 282,000 61.2% Non-serviced 37,000 10.8% 17,000 2.7% 47,000 13.8% 20,000 8.9% 58,000 12.6% Group/campus 0 0.0% 96,000 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 0.4% 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 180,000 52.5% 181,000 29.1% 153,000 44.9% 140,000 62.5% 108,000 23.4% Total 2014 343,000 621,000 341,000 224,000 0.0% 461,000 Total 2013 338,000 613,000 337,000 221,000 0.0% 454,000 % change 1.5% 1.3% 1.2% 1.4% 0.0% 1.5% Table 3: Number of domestic nights by accommodation - Districts Cherwell Oxford S. Oxon Vale W. Oxon Serviced 310,000 35.7% 805,000 52.8% 300,000 35.5% 149,000 25.0% 648,000 56.3% Non-serviced 137,000 15.8% 74,000 4.9% 168,000 19.9% 70,000 11.7% 219,000 19.0% Group/campus 0 0.0% 337,000 22.1% 2,000 0.2% 5,000 0.8% 18,000 1.6% Second homes 11,000 1.3% 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 412,000 47.4% 299,000 19.6% 350,000 41.4% 365,000 61.2% 248,000 21.5% Total 2014 869,000 1,524,000 845,000 596,000 1,152,000 Total 2013 860,000 1,505,000 836,000 588,000 1,137,000 % change 1.0% 1.3% 1.1% 1.4% 1.3% Table 4: Domestic all trip expenditure by accommodation Districts Cherwell Oxford S. Oxon Vale W. Oxon Serviced 35,788,000 63% 93,049,000 75% 34,643,000 66% 14,827,000 47% 74,904,000 81% Non-serviced 5,127,000 9% 2,949,000 2% 6,154,000 12% 2,279,000 7% 8,211,000 9% Group/campus 0 0% 17,958,000 15% 105,000 0% 212,000 1% 940,000 1% Second homes 363,000 1% 202,000 0% 475,000 1% 0 0% 630,000 1% Boat moorings 0 0% 145,000 0% 394,000 1% 0 0% 0 0% VFR home 15,199,000 27% 9,133,000 7% 10,695,000 20% 14,444,000 45% 7,582,000 8% Total 2014 56,478,000 123,435,000 52,466,000 31,761,000 92,267,000 Total 2013 55,877,000 116,490,000 52,101,000 31,344,000 91,376,000 % change 1.1% 6.0% 0.7% 1.3% 1.0% 11
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 287,170 45.7% 909,000 22.3% 120,222,000 39.6% Non-serviced 60,588 9.6% 407,156 10.0% 16,763,000 5.5% Group/campus 61,000 9.7% 532,000 13.0% 58,010,000 19.1% Paying guest 21,000 3.3% 311,000 7.6% 22,363,000 7.4% Second homes 5,775 0.9% 124,000 3.0% 8,180,000 2.7% VFR home 192,000 30.6% 1,802,000 44.1% 78,231,000 25.8% Total 2014 628,000 4,085,000 303,769,000 Total 2013 611,000 3,879,000 287,366,000 % change 2.8% 5.3% 5.7% Table 6: Number of overseas overnight trips by accommodation Districts Cherwell Oxford S. Oxon Vale W. Oxon Serviced 9,000 20.9% 249,000 53.1% 10,170 24.8% 5,000 15.2% 14,000 33.3% Non-serviced 1,000 2.3% 46,000 9.8% 5,218 12.7% 2,000 6.1% 6,370 15.2% Group/campus 0 0.0% 56,000 11.9% 0 0.0% 1,000 3.0% 4,000 9.5% Paying guest 1,000 2.3% 20,000 4.3% 0 0.0% 0 0.0% 0 0.0% Second homes 2,000 4.7% 2,000 0.4% 1,000 2.4% 0 0.0% 775 1.8% VFR home 29,000 67.4% 96,000 20.5% 25,000 61.0% 24,000 72.7% 18,000 42.9% Total 2014 43,000 469,000 41,000 33,000 42,000 Total 2013 41,000 459,000 40,000 31,000 40,000 % change 4.9% 2.2% 2.5% 6.5% 5.0% Table 7: Number of overseas nights by accommodation Districts Cherwell Oxford S. Oxon Vale W. Oxon Serviced 22,000 6.9% 798,000 26.8% 29,000 10.8% 12,000 5.3% 48,000 16.4% Non-serviced 10,000 3.2% 334,000 11.2% 19,800 7.4% 9,000 3.9% 34,356 11.7% Group/campus 0 0.0% 502,000 16.9% 2,000 0.7% 6,000 2.6% 22,000 7.5% Paying guest 17,000 5.4% 294,000 9.9% 0 0.0% 0 0.0% 0 0.0% Second homes 37,000 11.7% 49,000 1.6% 13,000 4.9% 7,000 3.1% 18,000 6.1% Serviced 230,000 72.6% 1,003,000 33.7% 204,000 76.1% 194,000 85.1% 171,000 58.4% Total 2014 317,000 2,979,000 268,000 228,000 293,000 Total 2013 307,000 2,813,000 258,000 219,000 282,000 % change 3.3% 5.9% 3.9% 4.1% 3.9% Table 8: Overseas overnight trip expenditure by accommodation Districts Cherwell Oxford S. Oxon Vale W. Oxon Serviced 2,907,000 18% 106,068,000 43% 3,726,000 27% 1,489,000 15% 6,032,000 31% Non-serviced 380,000 2% 13,833,000 6% 703,000 5% 346,000 3% 1,501,000 8% Group/campus 0 0% 54,638,000 22% 271,000 2% 678,000 7% 2,423,000 13% Paying guest 1,242,000 8% 21,121,000 9% 0 0% 0 0% 0 0% Second homes 2,478,000 15% 3,231,000 1% 875,000 6% 436,000 4% 1,160,000 6% VFR home 9,236,000 57% 45,288,000 19% 8,388,000 60% 7,073,000 71% 8,246,000 43% Total 2014 16,244,000 244,178,000 13,962,000 10,023,000 19,362,000 Total 2013 15,647,000 230,750,000 13,331,000 9,362,000 18,276,000 % change 3.8% 5.8% 4.7% 7.1% 5.9% 12
Table 9: Overnight trips by purpose - County Domestic trips Overseas trips Holiday 1,213,900 61% 219,800 35% VFR 318,400 16% 188,400 30% Business 378,100 19% 157,000 25% Study (language ) - - 37,680 6% Other 79,600 4% 25,120 4% Total 1,990,000 628,000 Note: Trip by purpose statistics can only be estimated at regional and county level. Samples are too small from the national tourism surveys to present reliable results of reasons for visiting a particular destination. Local visitor survey data is required to estimate trip volume and value by purpose at destination level. 4.4 Tourism day trips Table 9: Number of tourism day trips Total 2014 Total 2013 % change Cherwell 6,630,000 6,590,000 0.6% Oxford 5,660,000 5,600,000 1.1% S. Oxon 3,990,000 3,981,000 0.2% Vale 3,999,000 3,989,000 0.3% W. Oxon 3,880,000 3,810,000 1.8% County 24,159,000 23,970,000 0.8% Table 10: Tourism day trip expenditure Total 2014 Total 2013 Cherwell 247,034,000 243,830,000 1.3% Oxford 229,683,000 226,912,000 1.2% S. Oxon 146,106,000 145,577,000 0.4% Vale 140,775,000 139,625,000 0.8% W. Oxon 140,468,000 137,172,000 2.4% County 904,066,000 893,116,000 1.2% 4.5 Total trip volume and expenditure Table 11: Total trip volume (overnight and day trips) Total 2014 Total 2013 % change Cherwell 7,016,000 6,969,000 0.7% Oxford 6,750,000 6,672,000 1.2% S. Oxon 4,372,000 4,358,000 0.3% Vale 4,256,000 4,241,000 0.4% W. Oxon 4,383,000 4,304,000 1.8% County 26,777,000 26,544,000 0.9% Table 12: Total trip expenditure (overnight and day trips) Total 2014 Total 2013 % change Cherwell 319,756,000 315,354,000 1.4% Oxford 597,296,000 574,152,000 4.0% S. Oxon 212,534,000 211,009,000 0.7% Vale 182,559,000 180,331,000 1.2% W. Oxon 252,097,000 246,824,000 2.1% County 1,564,242,000 1,527,670,000 2.4% 13
4.6 Breakdown of expenditure associated with trips Table 13: Breakdown of total trip expenditure - County Overnight visitors Day visitors All visitors Accom. 207,021,000 31% 0 0% 207,021,000 13% Retail 148,049,000 22% 288,930,000 32% 436,979,000 28% Catering 135,030,000 20% 346,863,000 38% 481,893,000 31% Attr/ent. 71,365,000 11% 87,693,000 10% 159,058,000 10% Transport 98,711,000 15% 180,577,000 20% 279,288,000 18% Total 660,176,000 904,063,000 1,564,239,000 Table 14: Breakdown of overnight trip expenditure Districts Cherwell Oxford S. Oxon Vale W. Oxon Accom. 24,613,000 34% 115,828,000 32% 21,829,000 33% 11,973,000 29% 32,778,000 29% Retail 12,924,000 18% 91,550,000 25% 11,761,000 18% 8,708,000 21% 23,106,000 21% Catering 14,363,000 20% 73,442,000 20% 13,585,000 20% 8,889,000 21% 24,751,000 22% Attrac/ent. 6,992,000 10% 41,865,000 11% 6,567,000 10% 4,381,000 10% 11,560,000 10% Transport 13,829,000 19% 44,930,000 12% 12,687,000 19% 7,832,000 19% 19,433,000 17% Total 72,721,000 367,615,000 66,429,000 41,783,000 111,628,000 Table 15: Breakdown of day trip expenditure Districts Cherwell Oxford S. Oxon Vale W. Oxon Retail 111,412,000 45% 103,587,000 45% 25,276,000 17% 24,354,000 17% 24,301,000 17% Catering 86,956,000 35% 80,848,000 35% 61,218,000 42% 58,985,000 42% 58,856,000 42% Attrac/ent. 23,962,000 10% 22,279,000 10% 14,172,000 10% 13,655,000 10% 13,625,000 10% Transport 24,703,000 10% 22,968,000 10% 45,439,000 31% 43,781,000 31% 43,686,000 31% Total 247,033,000 0% 229,682,000 0% 146,105,000 0% 140,775,000 0% 140,468,000 0% Table 16: Breakdown of total trip expenditure - Districts Cherwell Oxford S. Oxon Vale W. Oxon Accom. 24,613,000 8% 115,828,000 19% 21,829,000 10% 11,973,000 7% 32,778,000 13% Retail 124,336,000 39% 195,137,000 33% 37,037,000 17% 33,062,000 18% 47,407,000 19% Catering 101,319,000 32% 154,290,000 26% 74,803,000 35% 67,874,000 37% 83,607,000 33% Attrac/ent. 30,954,000 10% 64,144,000 11% 20,739,000 10% 18,036,000 10% 25,185,000 10% Transport 38,532,000 12% 67,898,000 11% 58,126,000 27% 51,613,000 28% 63,119,000 25% Total 319,754,000 597,297,000 212,534,000 182,558,000 252,096,000 14
4.6 Total turnover derived from trip expenditure Table 17: Direct turnover - Districts Direct turnover after adjustment (1) Other tourismrelated spend (2) Total direct turnover 2014 Total direct turnover 2013 % change Cherwell 302,604,000 7,362,000 309,966,000 305,615,000 1.4% Oxford 571,606,000 18,260,000 589,866,000 567,734,000 3.9% S. Oxon 189,555,000 10,762,000 200,317,000 198,914,000 0.7% Vale 160,736,000 9,469,000 170,205,000 168,193,000 1.2% W. Oxon 225,672,000 6,784,000 232,456,000 227,568,000 2.1% County 1,450,173,000 52,637,000 1,502,810,000 1,468,024,000 2.4% (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 18: Total turnover derived from ALL trip expenditure- Districts Direct Multiplier spend Total 2014 Total 2013 % change Cherwell 305,615,000 54,788,000 364,754,000 359,591,000 1.4% Oxford 567,734,000 191,735,000 781,601,000 751,178,000 4.1% S. Oxon 198,914,000 36,006,000 236,323,000 234,565,000 0.7% Vale 168,193,000 32,724,000 202,929,000 200,422,000 1.3% W. Oxon 227,568,000 47,243,000 279,699,000 273,864,000 2.1% County 1,468,024,000 362,496,000 1,865,306,000 1,819,620,000 2.5% 4.7 FTE employment supported by tourism spending Table 19: FTE employment supported by tourism spending Total 2014 Total 2013 % change Cherwell 4,652 4,578 1.6% Oxford 9,746 9,356 4.2% S. Oxon 2,820 2,794 0.9% Vale 2,420 2,386 1.4% W. Oxon 3,559 3,486 2.1% County 23,197 22,600 2.6% Table 20: Actual employment supported by tourism spending Total 2014 Total 2013 % change Cherwell 6,556 6,453 1.6% Oxford 13,310 12,779 4.2% S. Oxon 3,913 3,879 0.9% Vale 3,350 3,305 1.4% W. Oxon 4,960 4,857 2.1% County 32,089 31,272 2.6% 15
Table 21: Proportion of total jobs sustained : Total employee jobs (3) Total actual jobs supported % of total workforce supported by tourism spend Cherwell 76,000 6,556 8.6% Oxford 105,100 13,310 12.7% S. Oxon 54,300 3,913 7.2% Vale 56,000 3,350 6.0% W. Oxon 39,000 4,960 12.7% County 330,400 32,089 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. 16