Experience Oxfordshire has partnered with over 30 local businesses and organisations to host a four-day educational event for over 120 international travel buyers. The event, organised on behalf of VisitBritain, showcased the diverse experiences visitors can enjoy in Oxfordshire, highlighting the county’s rich mix of contemporary and historic cultural offerings.
As part of VisitBritain’s global marketing campaign, ‘Starring GREAT Britain’, the international buyers explored iconic locations and attractions, many of which have been featured in well-known film and TV productions. The event aimed to give these travel professionals a comprehensive understanding of Oxfordshire’s tourism scene and the range of products available to international visitors.
With Canada being one of the top markets for international tourism expenditure, this event focused on showcasing experiences tailored to Canadian travellers’ interests, typically older, higher-spending visitors. Canadian tourists often seek memorable dining experiences and various cultural and historical activities, making Oxfordshire an appealing destination for this audience.
This event allowed Experience Oxfordshire to effectively promote the county’s tourism offerings and ensure that international travel buyers are updated on the latest developments in the region’s visitor economy.
Hayley Beer-Gamage, CEO of Experience Oxfordshire said, “We’re grateful to VisitBritain for the opportunity to showcase our county to such an excellent group of influential travel buyers. Over four action-packed days our visitors were able to see for themselves an excellent selection of the wonderful range of experiences Oxfordshire offers, make important contacts with operators within the county and, in some cases, book product on the spot. This is all thanks to the support of our fantastic partners, who really pulled out all the stops.”
Canadian buyer Darlene St Louis, UK Product Director at RIT Vacations said, “As Canada’s leading tour operator to the UK, it’s essential for our business that we are aware of product developments and the latest sales opportunities available in local destinations. I was particularly pleased to make some excellent new business leads enabling me to add new product to and enhance our group itineraries to the county. Here in Oxfordshire you have all that is great about England concentrated into one area!”
Sarah-Jayne Beasley, Groups and Partnerships Manager at Blenheim Palace added, “The Experience Oxfordshire team has done an excellent job in creating an itinerary which highlights the range of experiences we deliver here in Oxfordshire, and it’s been a pleasure to host the Canadian buyers on this educational visit. It was fascinating to learn more about their clients’ interests, and we were pleased to be able to show them the latest developments here on site.”
Paul Gauger, Executive Vice President of the Americas, Australia, and New Zealand for VisitBritain, said, “VisitBritain operates within a highly competitive global tourism marketplace, and a key element of our work is ensuring international travel buyers across our markets understand the fabulous range of experiences on offer in Britain and the high quality of service their clients can enjoy. Building product and destination knowledge also broadens travel itineraries so our international visitors explore more, driving spending into more local economies.
“Our job is made easier when working with a destination organisation such as Experience Oxfordshire due to their excellent reach across the county and their relationship with supportive partners who represent the best of our sector. I know our Canadian buyers have returned home inspired by their educational visit to Oxfordshire and its outstanding visitor offer.”
Lynda Falcone, Canada Travel Trade Manager for VisitBritain added, “Experience Oxfordshire’s work in pulling together such an impressive itinerary gave our travel buyers a fantastic overview of the product available in the county. It was good to see new developments at established favourites and to see the increase in bed stock with The Store, The Feathers, Heythrop Park Hotel, Blenheim Palace Lodge Retreat, TreeDwellers and The Relais Henley all making a really positive impression. This educational visit was a great success – the Canadian travel buyers were delighted by the warmth of the welcome they received in Oxfordshire and the quality of the tourism product available.”
Experience Oxfordshire will continue strengthening its presence in international markets in the coming months. First, in partnership with VisitBritain, Experience Oxfordshire will promote the county and its partners to travel agencies and tour operators across France. Following this, a small delegation from Experience Oxfordshire will travel to New York and Toronto to secure new business for the destination. This trip will involve training key buyers and meeting with media representatives from the UK’s top inbound market.
Click here to find out more about Experience Oxfordshire.
