Las Vegas, Malibu, Ibiza, Dubai, Rome. Just some of the glamorous locations that Nobu Hotels, the brand co-founded by movie star Robert De Niro, has chosen for its high-end resorts. Now another name is on that list... Rutland.

The smallest county in England, that many might struggle to find on a map, has been chosen for Nobu's first countryside retreat, part of a collaboration with Woolfox, a private member's club already established in the area.

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.

When it opens, Nobu Woolfox will feature a hotel and spa, restaurants, a gym and private residences set in 185 acres of rolling rural splendour.

Following the announcement, Trevor Horwell, CEO of Nobu Hospitality, 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.'

The resort is set on land nearly twice the size of Soho Farmhouse near Chipping Norton, just a stone's throw from the Beckhams' country retreat. 

You might wonder why Nobu didn't also seek to expand into the Cotswolds, given its ready-made collection of superstars and the super-wealthy.

Could the answer be that people are starting to suspect this particular corner of the country could be – whisper it – over?

To date Rutland remains relatively celebrity free. And perhaps that's the appeal. After all, many stars famously don't like to pay for their hotel stays and holidays.

Can Faik, co-founder of Global Hospitality Talk, a company that hosts worldwide events for leaders in the high-end hospitality industry, says: 'We're seeing a growing appetite among luxury travellers for destinations that offer a true sense of escape and Rutland is uniquely positioned to benefit from this trend. 

'You get the charm of the English countryside within easy access to London.'

So that's Rutland 1; Cotswolds 0.

This week Daily Mail columnist and Cotswolds resident Nadine Dorries revealed that house prices are crashing there.

Writer and restaurant critic Giles Coren summed things up succinctly when he recently posted on X: 'The a**e has fallen out of the Cotswolds property market. Beyonce and Jay Z have lost interest. 

'Ellen DeGeneres can't shift her £22.5m sh*thole. Thank God I got rid of mine when I did.'

Coren was referring to the fact that American power couple Beyonce and Jay Z appear to have changed their mind about snapping up a holiday home in the Cotswolds, while US talk show host DeGeneres's wife Portia de Rossi took their 43-acre Oxfordshire farmhouse off the market last July after failing to attract a buyer.

Fellow famous Cotswolds dwellers include Kate Moss, Jeremy Clarkson, Michael McIntyre and Simon Cowell.

Cotswolds property prices have slumped 12 per cent in the past year with many believing it's just become too crowded, too popular, too expensive and too 'Disney-fied'. 

Long-time residents complain of the trendy coffee shops that have popped up on every high street and how all their local pubs have turned into expensive gastro affairs.

Thanks to the success of Jeremy Clarkson's TV series Clarkson's Farm, every weekend thousands of out-of-towners flock to visit his Diddly Squat Farm Shop to snap up overpriced souvenirs.

Anyone wanting to bag a weekend table at his pub, The Farmer's Dog in nearby Burford, this summer will be disappointed. 

The place is booked up until mid-September, with no shortage of punters happy to pay £26 for pie and mash. Things aren't much better over at Daylesford Farm. The restaurant there is also booked up but you can visit the shop and splash out on an £11 loaf or £12.50 lemon drizzle cake.

Meanwhile Cotswold district councillor Jon Wareing has complained that influencers – nicknamed 'TikTok tourists' – have ruined picturesque Bourton-on-the-Water. 

He accused them of 'exploiting the destination's heritage for clicks' as they flock to get a selfie. Things are a little more sedate in Rutland, where business is thriving but not to the extent that influencers queue for two hours to get a single beauty spot shot.

Tom Wilson, director of King West estate agents has noted a definite upturn when it comes to interest in the region.

A former Londoner, he says: 'We've had interest from across the country. Its connectivity is a big part of the appeal. Trains from Peterborough, Corby and Market Harborough are going to get you into King's Cross in 45 to 50 minutes.

'The area has been overlooked in the past, which is why there is still value here when you consider it against the Cotswolds, but now people have had their eyes opened to the fact it's not a backwater.'

Schools are a significant draw. Tom has seen a rise in people seeking to relocate from around the UK as well as expats from places like Hong Kong and Singapore who went to one of Rutland's top private schools and now want to return and send their children there.

Rutland has only two towns – Uppingham and Oakham – each lending their names to prestigious public schools. Annual boarding fees at Uppingham are £60,000 with alumni including Stephen Fry, Rick Stein and TV homes presenter Phil Spencer.

Oakham, at £55,000 a year, counts actor Matthew Macfadyen and cricketer Stuart Broad among its ex pupils.

Other desirable schools in the area include Oundle, Stamford and Witham Hall Prep as well as a number of Ofsted outstanding state schools.

So, if one was tempted to join the Rutland set how much would you get for your money compared to the Cotswolds? 

'There are parts of Rutland where a £1million budget might get you a four-bedroom house now,' says Tom Wilson. 

'However, if you had a £2million budget then the difference between what you'd get here versus the Cotswolds would be marked. If you were looking at a rectory with five acres, there would definitely be a sea change in value up here.'

Tom's biggest sale lately has been a Grade II listed ironstone farm house in Braunston-in-Rutland set in 35 acres which went for £3.5million. As for the Nobu development, Tom says: 'It really has got the whole area buzzing.'

One person who made the move to Rutland and never looked back is Clare Rudd-Jones, editor and creative director of glossy magazines Stamford Living and Rutland Living. 

She reveals: 'I moved to Stamford ten years ago after spending two decades working in publishing in London. I now edit our local monthly lifestyle magazines, alongside my husband, Nicholas.

'Between us, we've spent many years exploring the region, meeting local business owners and writing about what makes this part of the world special.'

In the decade since she moved Clare has noticed that the quiet buzz around the area has grown significantly louder.

'We've definitely seen it come on to more people's radars,' she says. 'Increasingly, we're meeting people who have relocated from London and the South, drawn by the quality of life here. 

'Property remains significantly more affordable but that doesn't mean compromising on culture, education, restaurants, independent shops or beautiful surroundings.

'I still regularly pinch myself at living somewhere so special.

'Friends from London now come for their main summer holiday.

'The wider area is popularly described as 'the Cotswolds without the crowds' and it's easy to see why. 

'There is the same honey-coloured stone plus independent boutiques, strong foodie focus, beautiful countryside and quality of life, yet it still feels like something of a hidden gem.'

Those wanting to visit for a weekend often choose to stay at Hambleton Hall, Rutland's best known luxury hotel (until Nobu rolls into town, that is) with a Michelin-starred restaurant and views over Rutland Water.

Clare is especially proud of the area's impressive arts scene, singling out the Nevill Holt Festival, 'a glorious summer festival of opera, music, theatre, conversations and visual arts in a spectacular countryside setting'.

Gates Farm Shop & Butchery in Oakham is Rutland's answer to Daylesford. You may not bump into David Beckham at the cheese counter but neither will you need to take out a bank loan to buy a loaf. 

A hospitality insider tells me that Estelle Manor, the Cotswolds' luxury hotel and country club, was the leading inspiration behind Rutland's new Nobu resort.

It has played host to Kate Moss, actress Angelina Jolie and most recently Kim Kardashian and her new beau, Formula 1 driver Lewis Hamilton.

Can we really expect to see Kim and Lewis roaming the high streets of Oakham or neighbouring Stamford in the near future?

The rise of Rutland means nobody should rule it out.