Bourton-on-the-Water, any village that can put its lit up Christmas Tree in the middle of the river throughout Advent and to 12th Night gets my vote. Yes, overwhelmed by tourists, but there is a reason. The river Windrush is spectacular. And they have the car museum, and a Model Village and bird shows. And my father was in the cottage hospital there and got excellent care. Nice walks in the nearby countryside, either following the Windrush or up the steep hill to Stow on the Wold, or over to the Slaughters. Parking is tough but with patience possible, and very photogenic
Broadway, love Fish Hill, a longish village with good stone and some pleasant shops. Just around the corner from Snowshill. Too many tourists but when they have left, it is a lovely place. My aunt was born just over the hill.
Chipping Campden, the ancient stone market. Next door to Hidcote Manor Gardens and Kiftsgate. I like Sheep Street - where I used to get my MOTs before it became more new houses. Beautiful and well situated. Go in the church.
Burford, one main street on a steep hill with a river crossed by an ancient bridge near the water meadows and the wool church at the other end of town, with good food and drink and a decent cup of tea in between. Convenient for a stopover driving between Cheltenham and Witney (my grandmother's sister sold blankets in Witney) or Oxford.
The Slaughters, a country walk between them and Bourton on the Water or Stow on the Wold is beautiful. Simply beautiful. If driving and tempted to use the ford, do NOT do that unless you know how to read the depth gauge and how to read the river, and know how much water your car is capable of navigating without croaking.
Stow-on-the-Wold, "where the Wind Blows Cold" as the ancient saying goes, a town with a beautiful and special (JRR Tolkien) church, a nice market square, buses, cars and some decent nosh. Rick Steves folks often stay there. My parents lived just up the hill, and a relative was the landlord at a pub. The bells of St Michaels are lovely. Avoid during Horse Fair. Biggish supermarket (Tesco) and a hub for the area.
Bibury/Arlington Row, too touristy for me now. 30 years ago used to go to watch the ducks and have a meal. Not now. Don't know if the resident disgruntled with the hordes of coach parties has moved his yellow Reliant Robin from the instagram view.
Broadway Tower, a folly, in the truest sense of the word. Never went up it, too old to now.
Moreton-in-Marsh, has a train station and buses stop in the town. Market town with an active regular market.
Said it was personal
Other views welcome