The Struggle of a Picturesque Village
Nestled in the heart of the Cotswolds, Bourton-on-the-Water has earned the nickname “Venice of the Cotswolds” due to its charming river that winds through the village center. However, this picturesque setting is now facing a growing challenge: an overwhelming influx of tourists. With a permanent population of around 3,500 people, the village is struggling to cope with the hundreds of thousands of visitors who come each year.
The surge in tourism is partly fueled by social media influencers who promote Bourton-on-the-Water as an ideal day trip destination, away from the hustle of cities like London. Footage shared on platforms like TikTok often showcases the village’s beauty, but it also highlights the overcrowding. Grassy areas along the River Windrush are frequently packed with tourists taking photos or enjoying picnics. Families push prams along the water’s edge, while others wait in long lines for a spot to sit and take in the view.
One of the most popular events in the village is the annual duck race, which takes place on July 20. This event draws both locals and tourists, featuring activities such as a Tombola and “Play Your Cards Right.” However, the sheer number of visitors has led to complaints from residents. A comment on a TikTok video reads, “Yes, a beautiful English village ruined by marauding tourists.” Another user writes, “Overrun and ruined by tourists. What used to be a quiet, tranquil little village is now ruined by social media.” A third person adds, “I feel so sorry for the residents.”
July and August are the busiest months in Bourton-on-the-Water, with weekends and bank holidays being particularly crowded. In January, the village was voted the 17th top staycation destination in the country, just behind Torquay, Harrogate, and Newquay. A poll of 2,000 adults revealed that York, Edinburgh, Bath, Oxford, the Isle of Skye, and Brighton were among the most popular 48-hour getaway destinations in 2025. Other highly ranked locations included Windermere, Whitby, and Bournemouth.
Bourton-on-the-Water is not the only Cotswolds village facing this issue. Villagers in Bibury, Gloucestershire, have also reported increasing numbers of tourists, especially during Bank Holidays and summer months. Coach loads of visitors arrive, causing frustration among residents. In response, Bibury villagers formed a working group that included local councillors and the police. As a result, Gloucestershire County Council announced plans in March to address the problem.
Initial measures include exploring ways to manage traffic more effectively, such as improving signage to direct coaches away from narrow lanes. Long-term recommendations suggest considering a complete ban on coaches parking in the village. The group also wants to identify areas outside the village where coaches could park and encourage tourists to use alternative transportation methods, such as walking, cycling, public transport, or minibuses.
Councillor Stephen Davies, leader of Gloucestershire County Council, stated, “We are committed to ensuring the safety and well-being of Bibury residents and visitors. The proposed measures will help manage traffic more effectively and enhance the overall experience for everyone. We appreciate the community’s support and cooperation as we implement these changes. We also understand that these proposals may not be popular with coach operators, however we are determined to work to find a solution for coach tourists to be able to visit Bibury but this will take time. Therefore, we have attempted to find compromise solutions that offer outcomes which continue to welcome visitors in a managed way, whilst also addressing safety and congestion concerns of the village.”
