A councilor has raised concerns that a picturesque village is in danger of being ruined by “TikTok tourists” who are “exploiting the destination’s heritage for clicks.” According to Cotswold district councilor Jon Wareing, the village of Bourton-on-the-Water, often called the “Venice of the Cotswolds,” has faced significant challenges recently.
The councilor noted that people visit the village solely to film videos for their Instagram Reels or TikTok, and to take selfies against the scenic backdrop. Wareing described this type of visitor as having “little real interest in the heritage, culture or natural environment they are exploiting for clicks. They are the ultimate hit-and-run tourist.”
Local Issues and Community Impact
Wareing stated that he has received reports of residents facing verbal and physical abuse, as well as significant traffic congestion. He added that rubbish has also been accumulating in Bourton, “especially on the green.” However, he clarified that the problem is not tourism itself, but rather a combination of “over-tourism and fast tourism, which refers to people flocking to popular locations for the sole purpose of content creation.”
In May 2024, Wareing tabled a motion for the council to acknowledge that tourism was a problem for the village, but it was rejected by a vote of six to four. Wareing concluded, “The recent bank holiday weekend provided an illustration of volatile public sentiment on this topic on social media. This is so destructive for our community and is deeply worrying.”
