27/07/2026
Who Gets to Tell Oxford's Story?
Following my recent reflections on the Black Oxford Bus Tour and what cultural tourism can teach us about audience engagement, I've been thinking about another part of the visitor journey:
What happens when the tour ends?
As the founder and curator of the Black Oxford Bus Tour, created in partnership with Oxford City Sightseeing, I often arrive early to prepare before welcoming visitors.
Recently, while waiting for a group of students to arrive, I wandered into a gift shop.
The shelves were filled with the kinds of things visitors have come to expect from Oxford—books, mugs, college memorabilia, postcards and souvenirs celebrating the city's familiar heritage.
Looking around, I found myself wondering not about what was there, but about what wasn't.
Whose stories do visitors get to take home?
Oxford attracts millions of visitors because of its history, architecture, academic reputation and cultural institutions. In 2025, Oxford University's Gardens, Libraries and Museums welcomed a record 3.8 million visitors.
But Oxford's history is much bigger than its buildings.
Through my research and the Black Oxford project, I have discovered—and continue to uncover—stories of Black scholars, intellectuals, graduates, entrepreneurs and community figures whose lives are also part of Oxford's history.
And time and again, visitors tell me:
"I had no idea."
That response has made me think about how we decide which stories become part of a city's public identity.
This isn't about replacing Oxford's traditional heritage. It is about adding to it.
What opportunities are there to broaden the stories visitors encounter—and the stories they can buy, read, share and take home?
If visitors are looking for meaningful and authentic experiences, could there be greater opportunities for historians, authors, artists, designers and independent makers to contribute to the visitor economy?
Could cultural tourism do more to support the creative economy while also giving visitors a richer understanding of the places they visit?
These aren't simply questions about tourism.
They're questions about representation, opportunity, heritage and belonging.
Every week on the Black Oxford Bus Tour, I see the curiosity that emerges when visitors discover a part of Oxford's history they haven't encountered before. They ask questions. They want to know where they can learn more. They want to continue the journey after the bus tour ends.
And that brings me back to the question:
What stories do visitors get to take home?
Perhaps the future of cultural tourism isn't simply about showing people more of a city.
Perhaps it's about helping them understand more of it.
I'd love to hear your thoughts, particularly if you work in heritage, museums, tourism, publishing, retail, education or the creative industries.
Who gets to tell Oxford's story—and how can we make that story fuller?