A councillor has claimed that Bourton-on-the-Water, known as the “Venice of the Cotswolds”, is being ruined by social media-driven tourism. Jon Wareing said visitors are using the village to film content for TikTok and Instagram, with little interest in its heritage or environment.
Wareing described these visitors as “hit-and-run tourists” who leave behind increased litter, particularly on the village green. He also reported verbal abuse towards residents and worsening traffic congestion, calling the situation a combination of overtourism and fast tourism for content creation.
In May 2024, Wareing proposed a motion for the council to acknowledge tourism as a problem, but it was rejected by six votes to four. He noted that a recent bank holiday weekend highlighted volatile public sentiment on social media, adding that the trend is “deeply worrying” and destructive for the community.
Bourton-on-the-Water, with fewer than 3,500 residents, receives an estimated 300,000 visitors annually. Other Cotswolds villages, such as Castle Combe, have also faced issues with drone intrusions and short-term holiday rentals. Minibus operators touring the area have seen increased business.
