Standing on the stone bridge over the River Coln in the heart of Bibury on a clear spring day, it’s easy to understand why 19th-century designer William Morris called it “the most beautiful village in England.”
However, visitors are unlikely to enjoy this picturesque Cotswold setting alone. Bibury is grappling with overtourism, say some of its roughly 600 residents, as narrow lanes become congested with large tour buses, international tour groups, and day-trippers.
Lynn Edward, a resident of six years and a volunteer at St Mary’s Church, acknowledges the village’s beauty but feels tourism has made it overwhelming. “The sheer number of visitors has made it unpleasant, and the infrastructure struggles to cope,” she says. Most tourists, she notes, visit only briefly, often just to snap a selfie, without truly appreciating the village’s history.
The recent surge in visitors, largely driven by social media influencers on platforms like TikTok, has prompted local officials to consider measures to control the influx of tour buses. Proposed plans include altering coach parking arrangements to prevent long stops near Swan Bridge.
On a midweek March afternoon, the small car park near the bridge is packed with a 15-meter coach, two minibuses, and several cars. Tourists quickly disembark, take photos, and leave within 20 minutes. Strolling past the famous 14th-century Arlington Row, one can hear a mix of languages—Spanish, Japanese, American, and Geordie accents—highlighting Bibury’s global appeal.
While some residents feel overwhelmed, others welcome the tourism industry. Angus Hay, director of Bibury Trout Farm, supports better management rather than restrictions. His business has expanded parking to accommodate the influx, even applying for permission to build a fee-based coach park outside the village with shuttle services.
Hay believes the issue has been exaggerated, asserting that a balanced solution benefiting both businesses and residents can be found. However, Edward disagrees, arguing that most tourists don’t contribute to the local economy as they spend minimal time in the village.
Tour operators, primarily running day trips from London, defend their itineraries as “sustainable,” a claim met with skepticism from locals like journalist and former parish councillor Victoria Summerley. She criticizes the constant traffic and idling tour buses, dismissing claims of economic benefits.
Summerley recalls that when she bought her home, the surveyor’s report included a warning: “Tourists may prove a nuisance.” Over the years, she has witnessed confrontations between residents and visitors, particularly when tourists photograph private homes.
Not all businesses struggle with tourism. The Catherine Wheel pub, located nearby, benefits from the influx, serving large tour groups and relying on tourist revenue for survival. However, staff members, many of whom live in Bibury, acknowledge the downsides. Some have even encountered tourists mistakenly assuming they are actors in a staged historical setting.
As one local puts it, “This has been going on for years. I don’t see it changing anytime soon.”
