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Study Tours
The Study Tours are a pivotal part of the Convention and have been developed by 'Visit Oxford' in support of the three specific programme strands.
Combining learning with active participation study tours offer a real insight into the development
of effective policies and products in response to changing and challenging situations. This year they include:
STUDY TOUR 1 Strategy and Partnerships
Oxford Castle Unlocked: Sensitive Regeneration Within a Complex Heritage Environment
Opened in 2005, the Oxford Castle development is the first stage of a multi-million pound regeneration of the west end area of Oxford and features a Malmaison Hotel, 40 apartments, an education centre, the Oxford Castle Unlocked visitor attraction, a community gallery for local artists and eight branded restaurants. The site was developed in partnership with the local authorities and Oxford Preservation Trust and has recently won the MIPIM (International Property Convention) ”Best Hotel and Leisure Project” and an “Outstanding Centre Vision Award” presented by The Civic Trust.
STUDY TOUR 2 Developing the Visitor Experience
Destination Oxford and Williams F1 – Driving the Business Tourism Market
Business Tourism is one of the most important tourism markets to Oxford and Oxfordshire. Two years ago a central conference desk was established called “Destination Oxford” as a partnership between the businesses, Oxford City Council and a local venue finding agency. One of the key corporate draws to Oxford is the central location and university buildings, alongside its motor sport connections (Williams Formula 1). This study tour explores the potential unleashed in developing the business tourism product.
STUDY TOUR 3 Developing the Visitor Experience
From Inspector Morse to Harry Potter – Shaping Up to Oxford’s Global
On-screen Presence
Oxford is the most filmed city in the UK outside London, with major films and TV series shot in and around the city. Twenty years on, visitors still flock to Oxford to see where Inspector Morse was filmed. There is a new generation of fans from the recent Inspector Lewis series and of course the Harry Potter phenomenon. Film is so important to the city that there are plans to establish a dedicated film officer post. This study tour analyses the potential that literary or film connections can offer destination managers. NB. This tour involves walking significant distances around the city.
STUDY TOUR 4 Marketing and Commercial Services
Blenheim Palace and Bicester Village – Changing Perceptions
This tour focuses on the recent development of a successful working relationship between Blenheim, Bicester Village and a local hotel to increase market share for each and change the perception of a traditional stately home into that of a dynamic attraction. It will investigate re-branding work and the potential for attracting local as well as international markets through the emergence of Bicester Village as a large international visitor draw which is successfully attracting emerging markets.
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