The charming Cotswold village of Bourton-on-the-Water, often dubbed the “Venice of the Cotswolds” for its iconic five stone bridges spanning the River Windrush, is facing an overtourism crisis fueled by “hit-and-run TikTok tourists,” warns local District Councillor Jon Wareing (LD, Bourton Village).
Councillor Wareing highlights that this surge in rapid, content-driven tourism is putting enormous pressure on the village’s heritage, cultural identity, and natural environment. He is urging key local and national leaders—including North Cotswold MP Sir Geoffrey Clifton-Brown, Gloucestershire County Council, and Cotswold District Council—to formally recognize and address the growing problem.
The village has experienced numerous issues associated with overtourism, including visitors cooking and lighting fires on the village green, illegal parking, and increased traffic congestion. Coaches frequently stop in restricted areas such as the High Street, while rubbish piles up, especially on the green. Bi-directional coach traffic at a poorly managed drop-off point on Meadow Way further exacerbates congestion and safety concerns.
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Councillor Wareing clarifies that the root problem is not tourism itself, but a toxic combination of overtourism and “fast tourism.” The latter refers to visitors who quickly descend on picturesque spots solely to record videos or take selfies for Instagram and TikTok, with little regard for the village’s culture or environment. These “hit-and-run” tourists exploit Bourton’s beauty for social media gains before moving on, leaving little benefit for the community.
Last year, Wareing proposed a motion for Bourton Parish Council to formally acknowledge overtourism per the UN World Tourism Organization’s definition, which describes it as when tourism negatively impacts the quality of life for residents or the visitor experience. The motion was rejected by parish councillors, a decision Wareing calls a “disaster” for Bourton.
The effects of overtourism are clear: resident alienation, diminishing visitor experience, overloaded infrastructure, environmental degradation, cultural loss, and rising tensions between tourists and locals. Wareing highlights the urgency of honest recognition from authorities and a decisive change in how tourism is managed.
“What will it take for us to admit we have a problem and need a radically different approach?” he asks. “Not a fudge or an accommodation of the tourist industry that risks ‘killing the golden goose.’ Bourton faces a systemic issue that demands formal acceptance and a serious strategy to protect our community’s future.”
Councillor Wareing calls on local government and representatives to act swiftly to confront the overtourism challenge and preserve the unique charm and heritage of Bourton-on-the-Water for generations to come.