THE ORGANISATION responsible for tourism in the Cotswolds wants to direct visitors away from Burford due to its ‘horrible’ impact on residents.

Cotswolds Tourism is attempting to promote lesser-known areas of the region to prevent 'over-tourism' in traditional destinations, known as ‘honeypot’ areas, such as the West Oxfordshire town.

Burford has a population of less than 1,500 but during the summer welcomes thousands of visitors each week, causing parking problems and crowded public spaces.

The tourist body is trying to correct this by encouraging people to visit the town during the ‘shoulder months’ of early spring and autumn and explore other areas of the Cotswolds.

Cotswolds Tourism partnership manager Susie Hunt admitted that the sheer volume of tourists took its toll on residents and visitors alike.

She said: “We understand certain parts of Burford are under incredible pressure during the holiday season.

“We try to promote the less-known areas so visitors go to them rather than the honeypot areas.

“It becomes a damage limitation exercise because the experience of the locals is horrible – but so is the experience of visitors because it’s such a busy time.

“We’re hugely aware of the pressures over-tourism puts on some of the areas and we’re working to support the volume of visitors over a longer period.”

Burford is well-known for its antiques and houses several dealers, with the annual Burford Antiques Fair in July especially popular.

Tourists are also drawn to the town’s famous High Street, which sees ancient buildings slope downhill towards the River Windrush.

But this creates inevitable problems for residents, with visitors quick to snap up Burford’s free parking spaces.

Chris Jones, landlord of high street pub The Cotswold Arms, said: “The free parking needs to stay as it draws in tourists, but another three car parks are probably needed as it’s a constant battle to find spaces and get customers in.”

Burford’s popularity has benefited West Oxfordshire financially, with Cotswolds Tourism figures showing tourists spent £108m across the district in 2016.

Maggie Andrews, Burford Town Council clerk, claimed the economic gains outweighed the day-to-day issues caused by tourism.

She said: “It’s busy so there are always parking issues.

“But tourism is our livelihoods so without it we probably wouldn’t be as affluent.

“Some people are obviously going to find it a bit of a bane but without tourism some of our shops and businesses wouldn’t thrive.

“It’s something we have learned to live with and we will live to fight another day.”