Luxury hotel chain Nobu Hotels, co-founded by chef Nobu Matsuhisa and actor Robert De Niro, has chosen Rutland in the East Midlands for its newest UK property, bypassing the more obvious Cotswolds. The decision comes as the Cotswolds reportedly experiences a downturn due to overcrowding, rising prices, and an influx of TikTok tourists.
Why Rutland Over the Cotswolds
Nobu Woolfox will be situated near Stamford on 185 acres, offering a hotel, restaurants, gym, spa, and private residences. The Mail's Claudia Connell notes: “The East Midlands may seem an unlikely venue for such a venture, but for those watching the quiet rise of Rutland it makes perfect sense. While other places — most notably the Cotswolds — are experiencing a downturn, Rutland and surrounding areas are riding high thanks to a combination of beautiful countryside, historic towns, chocolate box villages and excellent schools.”
Nobu Hospitality CEO Trevor Horwell said: “This is a truly special location in the heart of England. For the first time within our portfolio, we have the opportunity to create a countryside retreat experience in a setting defined by nature, tranquillity and a sense of escape.”
Cotswolds Under Pressure
The Cotswolds, a haven for celebrities like Simon Cowell, Michael McIntyre, and Jeremy Clarkson, attracts over 35 million visitors annually. However, house prices have fallen by 12 per cent, and locals complain of overcrowding, escalating prices, and a “Disney-fied” atmosphere. The rise of TikTok tourists — influencers filming content and taking selfies — has added to the dissatisfaction.
Rutland's Appeal
Rutland offers a quieter alternative with excellent schools and countryside within reach of London (about 2 hours 32 minutes by car). Connell highlights the county's comparative lack of celebrities as a draw. Nobu's decision underscores a shift toward more exclusive, less crowded destinations.
