Bourton-on-the-Water, a picturesque village in the Cotswolds, is facing a rubbish crisis that locals blame on a new breed of visitor. Cotswold district councillor Jon Wareing has criticised so-called 'TikTok tourists' who flock to the village primarily to create content for social media, leaving behind litter and causing disruption.
According to Wareing, these visitors have little interest in the heritage or culture of the village, instead exploiting its scenic beauty for selfies and videos. He described them as 'hit-and-run tourists' who contribute to over-tourism and fast tourism, which he says is damaging the community.
The village, often called the 'Venice of the Cotswolds', sees around 30,000 tourists annually—7.5 times its population of 4,000. Wareing noted that litter is piling up 'especially on the green', and residents have faced verbal and physical harassment, as well as traffic congestion.
Despite these issues, a motion Wareing put forward in May 2024 to acknowledge tourism's negative impact was defeated by six votes to four. He highlighted that the recent Bank Holiday weekend sparked volatile public sentiment on social media, with many locals expressing frustration.
Social media users shared complaints, with one saying 'couldn't pay me to go there in the summer' and another calling the village 'overrated'. A third lamented that 'tourism has killed it', while others noted that 'TikTok bloggers have shown these places' and ruined their peace.
