Standing on the stone bridge that spans the River Coln in the heart of Bibury on a clear spring day, it is easy to understand why the 19th-century designer William Morris described it as “the most beautiful village in England”. However, the picturesque Cotswold view is often not enjoyed in solitude. Bibury is dealing with overtourism, according to some of its 600 residents who share the narrow lanes with large coaches, international walking tours, and day-tripping motorists. Lynn Edward, a resident for six years and a volunteer at the Anglo-Saxon St Mary’s church, said the level of tourism has made the village entirely unpleasant, as the infrastructure struggles to cope with the influx. Many visitors are only there to take photos, not to truly appreciate the village’s beauty and historic value.

The number of visitors has surged in recent years, partly due to travel and tourism influencers on TikTok and other social media platforms. This has prompted councillors to consider measures to limit the number of coaches entering the village. Plans include rearranging coach-parking bays to prevent tour buses from waiting on the B4425, next to Swan Bridge in the village center. On a typical afternoon in March, the small car park adjacent to the popular bridge is packed with coaches and cars, and the tourists leave just as quickly as they arrive.

Despite some residents’ concerns, there are those who want to maintain the flow of tourists through the village. Angus Hay, director of the Bibury Trout Farm, acknowledges the need for better management but believes there is a solution that can balance the needs of both businesses and residents. The farm, which is adjacent to the village car park, is expanding its capacity to accommodate the growing number of visitors. Hay suggests that the issue might have been blown out of proportion and emphasizes that the village’s businesses employ local people, which is a benefit of tourism.

However, Edward disputes the claim that tourists contribute significantly to the village’s economy. She argues that visitors spend too little time in the village to make a substantial impact on local businesses. The village’s councils are debating how to preserve the charm of Bibury while mitigating the effects of its popularity.

Source: https://www.theguardian.com/uk-news/2025/mar/30/the-most-beautiful-village-in-england-how-bibury-became-a-victim-of-its-charm