Watch: report by ITV News Meridian's Penny Silvester:
The tourism industry is worth more than £2,000,000,000 to Oxfordshire, and much of it from overseas visitors.
But today (12/04) the focus is on attracting the home-grown audience after weeks of preparing to open the doors.
It seems no one has been looking out for visitors more eagerly than the animals at Cotswold Wildlife Park in Burford. They're said to be missing the stimulation of humans, specially for those born during lockdown. Like D'Ora the giraffe.
Reggie Heyworth, Managing Director
The Oxford walking tours are up and running, even though some buildings remain closed.
Few things are more synonymous with Oxford than punting, but that's also taken a big hit with the lack of overseas visitors.
Nick Edwards, Magdalen Bridge Boathouse