Councillor Jon Wareing of the Cotswold District Council has warned that Bourton-on-the-Water, a picturesque village known as the Venice of the Cotswolds, is being damaged by an influx of TikTok tourists who exploit its charm for social media content, leading to issues like litter, traffic congestion, and abuse towards residents. This threatens the community’s well-being and cultural heritage.
Wareing described these visitors as ‘hit-and-run tourists’ with little genuine interest in the village’s rich history or natural environment. Instead, they focus on shooting videos for platforms like TikTok and Instagram, using the scenic backdrop solely for online engagement and clicks, which disrupts the peace and authenticity of the area.
Bourton-on-the-Water is famous for its five low arched stone bridges and distinctive yellow limestone houses, attracting approximately 300,000 visitors annually. This number vastly outnumbers the permanent population of under 3,500, causing overcrowding, especially during peak summer months and events like the annual medieval football game in August, which draws thousands.
Specific problems highlighted include a noticeable increase in rubbish, particularly on the village green, a popular spot for tourists. Residents have reported instances of verbal and physical abuse, and traffic congestion has become a daily nuisance, hindering local activities and quality of life.
The councillor attributes these challenges to a combination of ‘overtourism’ and ‘fast tourism,’ where people flock to honeypot locations primarily for content creation. This trend is fueled by social media algorithms that promote picturesque spots without regard for local impact, exacerbating negative effects without providing sustainable benefits.
In May 2024, Wareing tabled a motion urging the council to formally acknowledge that tourism was becoming a problem for the village. However, the motion was rejected by a narrow margin of six votes to four, indicating divided opinions on how to address the issue and manage visitor numbers effectively.
The recent bank holiday weekend served as a stark example of these problems, with social media buzz highlighting volatile public sentiment. Wareing expressed deep concern over the destructive effects on community cohesion and the village’s identity, calling for more balanced and respectful tourism practices.
This issue is not unique to Bourton-on-the-Water; other Cotswold villages such as Castle Combe face similar pressures, including privacy invasions from tourist drones and challenges from short-term holiday rentals. The surge in tourism has also benefited local businesses like minibus tour operators, but the overall impact underscores a broader need for innovative management strategies in rural tourist destinations.