Tourism bosses have praised Oxford's newest hotel for establishing itself as a vital element of the city's "cultural heartland".

And they have invited the hotel to become an "ambassador partner" to help boost the tourism trade.

Experience Oxfordshire is a destination management organisation working with local businesses to boost the visitor economy.

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It has reached out to the new hotel after it opened in May on the site of the former Boswells department store on the corner of Cornmarket and Broad Street.

Reef Group and EQ Group own the 101-bedroom boutique hotel.

The hotel's Treadwell restaurant has been busy since it opened with head chef Andy Robinson impressing diners with his innovative menu, which is now being updated.

(Image: Andy Ffrench) Hayley Beer-Gamage, Experience Oxfordshire chief executive, said ambassador partners brought valuable insight to Experience Oxfordshire’s work.

She added: “It has been our great pleasure to provide support for this impressive addition to Oxford’s hospitality offer.

"Boswells was a much-loved local landmark and the reimagining of the site to not only offer luxurious contemporary accommodation but also a social hub where locals can meet, relax and do business is in keeping with the building’s heritage.

"The physical transformation of the building is to be applauded and that Oxford has attracted this investment is testament to its vibrancy as a destination.”

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Simon Drake, The Store’s general manager, said: “We’ve been delighted with the response The Store has received both prior to and in the months since we opened from guests, locals and Oxfordshire businesses.

(Image: Andy Ffrench) "Our intention was to bring a new dimension to Oxford’s hospitality offering and we’re grateful for Experience Oxfordshire’s support in communicating this to the local community, associated audiences and potential visitors.

"We look forward to building on these relationships as an ambassador partner, investing in Experience Oxfordshire to help them deliver their remit and to collaborating with colleagues across the visitor economy to grow its value and influence.”

Boswells closed in 2020 and contractors then started work on the building to transform it into a stunning new hotel.

The 101 bedrooms are spread across the two interconnected buildings, some with velvet headboards, panelled walls, and bold art deco features, while others have courtyard views.

(Image: Andy Ffrench) The history of the building has not been forgotten and there is Boswells-related artwork on the walls throughout the hotel.

One of The Store's most popular attractions is the rooftop terrace, with seating for 20 or 30 guests and a capacity for 60 people.

With views of the dreaming spires, the roof terrace is open all year round.

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About the author 

Andy is the Trade and Tourism reporter for the Oxford Mail and you can sign up to his newsletters for free here. 

He joined the team more than 20 years ago and he covers community news across Oxfordshire.

His Trade and Tourism newsletter is released every Saturday morning. 

You can also read his weekly Traffic and Transport newsletter.