A new study looking at ways to encourage Oxford visitors has led one politician to say the authority behind it "gets away with murder" as "lots of people come here" anyway.
Oxford City Council announced in July it had appointed The Mosaic Partnership to "explore ways the city can maximise the benefits of its visitor industry" via research on funding options.
A spokesman for the council pointed out "Oxford has a successful visitor industry; however, it is often seasonal, with peaks at specific times of the year".
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It comes as new figures revealed through a Freedom of Information request to the city council show the monthly footfall for June was 2.66m in the city with more than half of the UK visitors recorded as being from Oxford postcodes during the second quarter of this year.
Speaking to us, Independent city councillor Saj Malik said: "Oxford is a unique medieval historic city – of course it is successful but not due to the city council’s efforts.
"A lot of people come here anyway.
I have always felt the city council can do more.
"I think they get away with murder."
Mr Malik made reference to "rubbish on Cornmarket street" and said "instead of making an eyesore with flowers on Broad Street they could have put a water fountain there".
He added: "The council can do loads of things if they want."
An Oxford City Council spokesman said: "The council is committed to making sure the city remains an appealing destination for residents and visitors.
"In the last few months, the council has launched a trial of pedestrian-friendly changes on Market Street, the Covered Market hosted the Oxford Folk Festival and Comedy Festival, and a new Christmas in Oxford event and festive lights organiser have been announced.
"There is also the planned redevelopment of the Covered Market."
Labour cabinet member for business, culture and an inclusive economy, Alex Hollingsworth, added: "Exploring different funding options gives us the best chance of making the city’s successful visitor economy benefit everyone living here, as well as those visiting.
“At this early stage, we are engaging with businesses and stakeholders to ensure that any decision is in the best interests of the community."
Independent Oxford Alliance councillor for Rose Hill & Iffley, David Henwood, said: "When Alex Hollingsworth states ‘we are engaging with business and stakeholders’ it makes the hairs on the back of my neck stand up.
"That’ll be the day.
"The tourist industry is a seasonal business. People travel when they don’t have work or school.
"To improve visitor footfall during the quieter months would mean a different business model based not on tourism but other revenue streams such as sport or other activities and events.
"Is Alex Hollingsworth thinking of inviting F1 to race through the streets of Oxford? What would Oxford Mail readers like to see?"
Liberal Democrat group leader Dr Chris Smowton said: "Two aspects of the tourism I hope the council takes a closer look at are coach parking arrangements and the impact on our housing supply.
"Coach parking that doesn't cause a nuisance to residents has been an ongoing issue for a long while.
"The impact on housing is also noteworthy -- we're seeing far too many homes used as year-round tourist accommodation, which reduces the supply of homes for permanent residents."
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About the author
Noor is the Local Democracy Reporter for Oxfordshire who covers political stories from across the county.
She began working as a journalist in Oxford in September 2023 having graduated from the University of Oxford.
Noor was trained at the News Associates journalism school and can be found on X through the handle @NoorJQurashi
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