Bourton-on-the-Water has been described as the “village that learned to live without its villagers,” a phrase highlighting the impact of overtourism on this popular Cotswold destination. Councillor Jon Wareing (Liberal Democrat), representing Bourton on the Cotswold District Council, urges urgent action as the village grapples with visitor numbers that are increasingly overwhelming local life.
Earlier this month, a peaceful protest took place on the Village Green to raise awareness of how the volume of tourists affects the daily lives of residents. Councillor Wareing observes that residents often avoid the village centre during peak times, citing a decline in their quality of life and a weakening sense of community.
While Bourton’s economy has thrived by capitalising on tourism, much of its commercial success depends on visitors rather than residents. Councillor Wareing explains that as visitor presence grows, the economic model increasingly values the intensity of footfall; ironically, this leads to a village environment that is more occupied by tourists than by the people who live there.
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The consequences stretch beyond Bourton. The Cotswold district, home to approximately 90,000 people, faces significant challenges as tourism influences employment, property markets, and business viability. Housing is becoming more attractive for visitor accommodation, making it difficult for workers to afford living locally and forcing young people to move away from the area they grew up in.
Councillor Wareing calls for a shift in how the issue is discussed: “This is not just about regulating tourism. It’s about redefining what sustainable communities mean in practice. Currently, there are no adequate mechanisms to assess whether a settlement can maintain its essential functions - living, working, and building community - under an economic model that prioritises visitor volume. This is fundamentally a planning challenge, not merely a tourism management issue.”
He is advocating for a “coalition of the willing” across local government bodies to address this complex issue collectively. “The first step is raising awareness of the underlying forces at play. Without this understanding, claims about fostering community spirit, ensuring affordable housing, and reducing traffic will remain nothing more than rhetorical pipe dreams.”
Supporting these views, Bourton’s county councillor, Paul Hodgkinson (Liberal Democrat), acknowledges the benefits tourism brings, such as job creation and economic stimulation, but stresses the need to balance these with resident needs. He highlights the ongoing consultation on traffic and parking as a positive measure but insists that comprehensive planning is crucial to manage visitor numbers sustainably.
He adds, “As an iconic destination, especially with high-profile visits that attract attention to the area, housing prices rise, making it increasingly difficult for young locals to remain and enter the housing market.”
Lynda Hicks, chairwoman of Bourton-on-the-Water Parish Council, reiterated the community’s commitment to maintaining the village as a sustainable place to live. She expressed anticipation for the outcomes of Gloucestershire County Council’s Transport and Parking Review and Rural Mobility Pilot, which will provide important data to guide future decisions.
Both district and county councils have been contacted for comments regarding these matters.