Letter from the Cotswolds: Tension Between Overtourism and Destination Building
A Web in Travel article explores overtourism in the Cotswolds. Castle Combe receives about 150,000 visitors annually, with tensions between visitors and residents flaring in summer. Visit Wiltshire promotes the Great West Way route to disperse tourists across 500 miles. Meanwhile, a US investor has bought 15 properties in Malmesbury to build a destination resort, potentially creating new overtourism pressure.
Impact and considerations
This case reveals the tension between destination marketing and community capacity, offering insights for travel companies and destination managers on sustainable tourism planning.
Key points
- Castle Combe receives about 150,000 visitors annually, with tensions between visitors and residents flaring in summer.
- Visit Wiltshire issues visitor tips advising against driving into the village and requiring coaches and large groups to use the main car park.
- The Great West Way route aims to disperse tourists across 500 miles between London and Bristol.
- A US investor has bought 15 properties in Malmesbury to build a destination resort and spa.
- The article notes a contradiction between dispersing tourists and concentrating destination development.
Sources and time
- Primary source
- Web in Travel
- Other sources
- 0
- First source publication
- 11 Sept 2026, 16:43
- Page published
- 12 Sept 2026, 00:03
- Last updated
- 11 Sept 2026, 16:43
- Original links
- Web in Travel：Letter from The Cotswolds: Pretty little villages, naked gardens, buried bodies - WiT (opens in a new tab)Primary source · en · Published 11 Sept 2026, 16:43