Experience Oxfordshire

What Experience Oxfordshire does

Experience Oxfordshire is the official Destination Management Organization (DMO) for Oxford and Oxfordshire in the United Kingdom, founded in 2011. It operates a consumer-facing website (experienceoxfordshire.org) that aggregates destination content for visitors — attractions, accommodations, events, dining, walking routes, and themed itineraries — and serves as an e-commerce booking platform for tours, boat trips, and attraction tickets. The platform is built on WordPress with standard third-party integrations (Google Analytics, CookieYes, social media) and extends into mobile through a partnership with the Oxfordshire Walks app, which offers 250+ GPS-navigated walking routes.

The organization serves two primary segments: individual tourists (free information and booking access) and tourism/hospitality businesses in Oxfordshire that pay recurring partnership membership fees in exchange for marketing exposure, research insights, and networking. Revenue is generated through subscription-recurring partnership memberships and transaction-fee commissions on bookings. Sub-brands include Oxford Official Walking Tours and a B2B Venue Finding Service for corporate event planners (MICE). Named partners span the University of Oxford (38 colleges), Blenheim Palace, Bicester Village, and Oxford Official Walking Tours.

The DMO is structurally affiliated with national tourism bodies — Visit Britain, UKInbound, the Tourism Alliance, England's Historic Cities, the Meeting Industry Association, and the UK government's Here for Culture campaign — and operates as a Local Visitor Economy Partnership (LVEP) under a government-backed framework. Geographic reach covers the Oxford and Oxfordshire region including The Cotswolds and numerous market towns. Headcount is reported at 11-50 employees, and the organization is headquartered in Kidlington. Revenue, ownership, and leadership are not publicly disclosed, consistent with a not-for-profit DMO operating model.

Name

Experience Oxfordshire

Legal name

Experience Oxfordshire

Website

https://experienceoxfordshire.org

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Experience Oxfordshire is the official Destination Management Organization for Oxford and Oxfordshire, UK. It operates a WordPress-based destination website and booking platform for visitors, generating revenue from tourism-business partnership memberships and commission on tour and attraction bookings.

Ownership category

akta.pro rank

Product category

Destination Management Services

NAICS

Tour Operators (561520)

SIC

Real Estate Agents & Managers (For Others) (6531), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Full-Service Destination Management (Ground Handling & Onsite Operations) (THAHADAA)

akta.pro secondary industries

Inbound DMCs (Full-Service Ground Handling) (THAKAEAA), Experiential & Cultural Programming (Tours, Activities, CSR/Voluntourism) (THAHADAF), Venue & Special Event Site Sourcing (Unique Venues, Permitting) (THAHADAE)

Keywords

• Destination management services
• Tourism marketing platform
• Visitor information services
• Travel booking commissions
• Venue finding services

Headquarters

HQ city

Oxford

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Partnership Memberships: Experience Oxfordshire operates a partnership program where local tourism businesses, venues, and attractions become partners in exchange for benefits including marketing exposure, research insights, and networking opportunities. Partners receive listing priority, access to industry research, and participation in organized events.
2. Booking Commissions and Ticket Sales: The organization generates revenue through commission on attraction tickets, tours, and experience bookings sold through its e-commerce platform, including walking tours, boat trips, and entry tickets to various Oxfordshire attractions.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Experience Oxfordshire is the official Destination Management Organization (DMO) for Oxford and Oxfordshire, providing a centralized digital platform for tourism information, trip planning, attraction and tour bookings, and event listings. The organization generates revenue through partnership memberships from local tourism businesses and commissions on attraction tickets, tours, and experience bookings sold through its e-commerce platform. It also operates a B2B venue finding service for corporate event planners.

Product overview

Experience Oxfordshire operates as the official Destination Management Organization (DMO) for Oxford & Oxfordshire, functioning as a unified tourism marketing platform rather than a modular software product. The core offering is the Experience Oxfordshire Website, which serves as the primary digital hub integrating all services including an events calendar (What's On), accommodation listings (Places to Stay), tour bookings (Oxford Official Walking Tours), venue finding services, and the Oxfordshire Visitor Guide. The Oxfordshire Walks mobile app, available on iOS and Android, provides 250 GPS-navigated walking routes and complements the walking and outdoor activities section of the website. A Partnership Program offers local tourism businesses membership benefits including marketing opportunities and research insights.

Differentiator

Problem solved

Functional benefit

Brands

• Venue Finding Service: A venue finding service for event planners looking for venues across Oxfordshire.
• Oxford Official Walking Tours

Products and services

• Experience Oxfordshire Website The official destination marketing platform for Oxford & Oxfordshire providing comprehensive tourism information, including attractions, accommodations, events, tours, and itinerary planning for visitors.
• Oxford Official Walking Tours Guided walking tours of Oxford featuring famous filming locations, University buildings, and historic sites led by knowledgeable guides.
• Venue Finding Service A service helping event planners find and book venues across Oxfordshire for conferences, meetings, weddings, and other events.
• Oxfordshire Walks A mobile app providing 250 walking routes across Oxfordshire with GPS navigation, featuring walks categorized by difficulty and points of interest.
• What's On Calendar An event listings platform featuring festivals, annual events, exhibitions, and activities across Oxfordshire with filtering options by date and location.
• Partnership Program A membership program for local tourism businesses offering marketing opportunities, research insights, and networking benefits.

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core, major and supporting.

• Visit BritaincoreGTM or Marketing PartnerExperience Oxfordshire is affiliated with Visit Britain, the national tourism board for Britain. The organization displays the Visit Britain logo indicating membership and alignment with national tourism marketing initiatives.
• UKInboundcoreGTM or Marketing PartnerExperience Oxfordshire maintains membership with UKInbound, the trade association for incoming tourism to Britain. The partnership supports destination marketing to international visitors and travel trade professionals.
• Tourism AlliancecoreStrategic or Co-development PartnerPartnership with the Tourism Alliance, the national trade body representing the interests of the UK tourism industry. Provides industry representation and policy alignment.
• Here for Culture CampaignmajorGTM or Marketing PartnerParticipation in the UK Government's Here for Culture campaign, a COVID-19 recovery initiative supporting cultural venues and experiences. Links to campaign.gov.uk demonstrating national government partnership.
• England's Historic CitiesmajorGTM or Marketing PartnerPartnership within the England's Historic Cities initiative, a collaborative destination marketing campaign featuring historic English cities including Oxford. Promotes cultural heritage tourism across multiple destinations.
• LVEP (Local Visitor Economy Partnership)coreStrategic or Co-development PartnerExperience Oxfordshire operates as a Local Visitor Economy Partnership, working within a structured framework for destination management. The LVEP program is supported by national tourism bodies to ensure consistent standards and collaboration across UK destinations.
• MIA (Meeting Industry Association)supportingGTM or Marketing PartnerMembership in the Meeting Industry Association supporting business events and conference sector promotion. Aligns with Experience Oxfordshire's venue finding and MICE tourism activities.
• Americas Interest GroupsupportingGTM or Marketing PartnerPartnership with Americas Interest Group, supporting targeted marketing efforts to the North and South American visitor market. Demonstrates international market development focus.
• Oxfordshire Walks AppsupportingTechnology or IntegrationCollaboration with the Oxfordshire Walks mobile application providing digital walking trail guides. The partnership enhances outdoor activity content with over 250 geolocated walking routes for visitors and residents.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Heart of England Tourism: Regional tourism body covering the Heart of England area around Oxfordshire. Comparable as a destination-marketing and partner-membership organization addressing overlapping heritage and rural audiences.
• Tourism South East: A regional tourism body covering South East England (including Oxfordshire-adjacent areas). Comparable as a public-private tourism organization offering partner services, insights, and destination-marketing support, though at a broader regional footprint.

Direct peers

• Visit London: The official London destination organization operating a similar visitor-information, event-listings, and partner-membership model. Directly comparable as a UK regional DMO with both consumer content and B2B partner services.
• Visit Manchester: Official tourism body for Greater Manchester. Comparable regional DMO model combining visitor content, partner membership, event promotion, and venue-finding-adjacent services for a major English destination.
• Visit Bath: Official DMO for Bath, providing curated visitor guides, accommodation listings, event calendar, and tour/attraction bookings — a near-identical operating model anchored in a single premium heritage destination.
• Visit York: The official tourism body for York, operating on the same DMO model: visitor information website, events calendar, walking-tour sales, and tourism-business partnerships in another heritage-led UK city.
• Cotswolds Tourism: Regional DMO covering the Cotswolds, an area that overlaps materially with Experience Oxfordshire's geographic remit, including joint itineraries. Comparable as a destination-marketing organization for a heritage rural area adjacent to Oxford.
• Visit Cambridge: Official DMO for Cambridge. Highly comparable as another UK university-city destination marketing organization with walking tours, attraction listings, and partner membership offerings.

Broad incumbents

• GetYourGuide: Global OTA for tours, attractions, and experiences. Comparable as a competing channel for Oxfordshire tour and attraction bookings, representing both a commission-competition risk and a potential distribution partner.
• VisitBritain: The national tourism agency for Great Britain, of which Experience Oxfordshire is a regional affiliate. Comparable as a destination-marketing body in the UK tourism ecosystem and as a policy/distribution partner.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/ExperienceOx
• Facebooken-gb.facebook.com/experienceoxfordshire
• LinkedInlinkedin.com/company/experience-oxfordshire
• Instagraminstagram.com/experienceoxfordshire

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Experience Oxfordshire