A councillor has condemned so-called 'TikTok tourists' for exploiting the picturesque Cotswolds village of Bourton-on-the-Water, leaving behind piles of rubbish and causing disruption. The village, home to roughly 4,000 people, attracts around 30,000 visitors annually, many of whom come primarily to create social media content.
Councillor Jon Wareing, Cotswold district councillor, said these visitors have little interest in the heritage or culture they exploit for online clicks, describing them as 'hit-and-run tourists'. He warned that the influx has led to verbal and physical harassment of residents, traffic jams, and litter accumulating especially on the village green.
Wareing attributed the problems to a combination of over-tourism and 'fast tourism', where people flock to honeypot locations solely for content creation. His motion to acknowledge tourism's negative impact was defeated in May 2024 by six votes to four.
Social media users have echoed these concerns, with one stating they would 'never go back' due to parking issues and crowds, while another lamented that 'tourism has killed it' and locals hate the situation. Wareing noted that the recent Bank Holiday weekend highlighted volatile public sentiment on social media.
Bourton-on-the-Water, often called the 'Venice of the Cotswolds', features golden stone buildings and abundant shops and cafes, making it a popular day-trip destination. However, locals argue that the village is being ruined by visitors who prioritise selfies over genuine appreciation of the area.
