The charming Cotswold village of Bourton-on-the-Water is struggling to cope with a surge of so-called “hit and run TikTok tourists” who prioritize creating viral content over respecting the village’s heritage, environment, and community wellbeing. Local District Councillor Jon Wareing (LD, Bourton Village) warns that this fast-paced tourism is threatening to ruin what many consider an idyllic destination.
Councillor Wareing has called on local and national representatives—including North Cotswold MP Sir Geoffrey Clifton-Brown, Gloucestershire County Council, and Cotswold District Council—to formally recognize that Bourton-on-the-Water is facing an overtourism crisis.
Often dubbed the “Venice of the Cotswolds” due to its distinctive five stone bridges spanning the River Windrush, Bourton-on-the-Water has long been a magnet for visitors. However, the recent influx—particularly social media-driven crowds—has caused significant problems. These include unsafe activities like cooking and lighting fires on the village green, parking violations, frequent traffic congestion, and coach buses stopping in banned areas such as the High Street.
READ MORE: Scammer Who Defrauded the RNLI of Nearly £27,000 Avoids Jail Sentence
READ MORE: Council Employs AI to Analyze Public Feedback on Bath Stadium Proposal
Residents have also reported instances of verbal and physical abuse, alongside environmental neglect, with litter piling up noticeably, especially on the village green. Complications with coach traffic on Meadow Way have exacerbated congestion and safety concerns around the poorly managed drop-off and pick-up zones.
Councillor Wareing clarifies that the issue isn’t tourism itself but the rise of “fast tourism”—visitors drawn to picturesque spots solely to capture Instagram reels, TikTok videos, and selfies, disregarding the culture and environment they exploit for online clout. He describes these visitors as “hit and run tourists” who lack genuine connection with the village.
Last year, Councillor Wareing pushed for Bourton Parish Council to officially acknowledge overtourism as defined by the UN World Tourism Organization (UNWTO). The definition emphasizes that overtourism negatively impacts residents’ quality of life and visitor experience. Unfortunately, the motion failed, with the council majority unwilling to recognize the problem.
Wareing warns that this denial risks long-term damage to Bourton’s social fabric, economy, and natural beauty. Public reaction on social media during recent bank holiday weekends highlighted the widespread frustrations felt by residents and visitors alike.
He emphasizes that overtourism and fast tourism are driving a dangerous cycle: alienating locals, degrading the tourist experience, overwhelming infrastructure, harming nature, threatening cultural heritage, and sowing conflict between visitors and the community.
“What will it take for us to face this together and adopt a radically different approach?” Wareing questions. “We need more than half measures or appeasing the tourism industry, which seems intent on destroying the very assets that attract visitors.”
Until local authorities officially acknowledge and address Bourton-on-the-Water’s overtourism challenges, Wareing fears a lack of effective management strategies will leave the village vulnerable to continued decline.
He urges all stakeholders—including the MP, county, and district councils—to act swiftly, so Bourton’s unique charm and community spirit can be preserved for generations to come.