A haven for the rich and famous, the Cotswolds reportedly welcomes more than 35 million visitors each year, but one writer suggests it’s on something of a “downturn”
A luxury hotel chain has chosen a county known for its “chocolate box” villages(Image: Getty Images)
A plush hotel group has passed over the picturesque Cotswolds for its newest venture, instead setting its sights on a county renowned for its “chocolate box” villages. Nobu Hotels, co-founded by celebrity chef Nobu Matsuhisa and actor Robert De Niro, boasts properties in some of the world’s most chic destinations, including Malibu, Ibiza, Las Vegas and Dubai.
Casting its eye across the UK for a potential location, there is no shortage of contenders — perhaps the Lake District or the Scottish Highlands — though many would argue the Cotswolds would be the most obvious fit.
A haven for the rich and famous, including Simon Cowell, Michael McIntyre and Jeremy Clarkson (whose Diddly Squat Farm sits near Chipping Norton), the Cotswolds reportedly attracts more than 35 million visitors each year.
Yet it appears Nobu has opted for somewhere even more exclusive: Britain’s smallest county, Rutland in the East Midlands. Indeed, one writer suggests the Cotswolds are experiencing something of a “downturn”.
The Mail’s Claudia Connell writes: “The East Midlands may seem an unlikely venue for such a venture, but for those watching the quiet rise of Rutland it makes perfect sense.”
“While other places — most notably the Cotswolds — are experiencing a downturn, Rutland and surrounding areas are riding high thanks to a combination of beautiful countryside, historic towns, chocolate box villages and excellent schools.”
Nobu Woolfox will be situated near the town of Stamford on 185 acres and will include a hotel, restaurants, gym, spa and private residences, combining what its website describes as luxury hospitality, dining and “refined living with a slower, more restorative pace”.
Nobu Hospitality CEO Trevor Horwell said: “This is a truly special location in the heart of England. For the first time within our portfolio, we have the opportunity to create a countryside retreat experience in a setting defined by nature, tranquillity and a sense of escape.”
To understand why the Cotswolds was off the menu for the plush hotel group, Claudia pointed to Rutland’s comparative lack of celebrities.
It was also noted that the county offers all the joys of the English countryside while remaining within reach of the capital (around 2 hours and 32 minutes by car).
House prices in the Cotswolds are said to have fallen by 12 per cent, with reported complaints of overcrowding, escalating prices and claims of being “Disney-fied”. Locals have also reportedly pointed to an influx of “trendy” coffee shops.
Adding to the apparent dissatisfaction is the rise of so-called “TikTok tourists” — influencers who visit the area largely to film content and take selfies for social media.
Meanwhile, Rutland is viewed as a quieter alternative, with the county’s schools proving to be a key pull factor.