Clara Rondini of the Rondini sandal-making family, long-time residents of St-Tropez, laments the town’s loss of charm due to overtourism, describing it as “too much about money” and “a money machine.” Tour guide Frédérique Chagnon-Lecomte agrees, noting that while summer is busy, it’s important to recognize that it’s only one aspect of St-Tropez.
Once a tranquil fishing village, this idyllic town on the French Riviera has evolved into one of the Mediterranean’s most congested summer spots. The World Travel & Tourism Council forecasts that France will maintain its top position as the most popular international travel destination this year and is expected to continue leading in 2025, drawing over 93 million visitors, largely driven by American tourists.
This surge in popularity, however, brings challenges. Many of France’s top attractions are experiencing the negative impacts of overtourism, with some visitor numbers threatening delicate natural environments. To address this, the French government is implementing a sustainable tourism strategy, which includes a new eco-friendly hotel rating system, enhancements to cycling infrastructure, and investments in public transport.
This 10-year plan is already underway, with major initiatives such as the ban on domestic flights to destinations within a two-and-a-half-hour train ride starting in 2023, and the introduction of a €49 monthly train pass for young adults, covering regional and intercity trains but excluding high-speed TGV services.
Marine Teste, head of public relations at Atout France, highlights ongoing efforts: “The Atout France greener national hotel ranking now includes over 80% of hotels in France. We also plan to develop cycling routes to become the top European cycling destination by 2030 and are promoting lesser-known destinations or alternative ways to explore popular spots.”
Regional tourist offices are encouraging visitors to avoid hotspots like the heavily photographed Sénanque Abbey in Provence or the limestone cliffs at Etretat in Normandy, which have become crowded due to the popularity of the series *Lupin*. Instead, they suggest visiting less-known alternatives such as the medieval village of Valaurie or traveling outside the peak summer season.
In Etretat, the town council has removed a clifftop car park to discourage short visits solely for photos and installed a fence to protect the eroding landscape. The Calanques National Park in Marseille has partially closed during peak times to reduce marine pollution and protect the sensitive ecosystem. Nice is promoting its winter offerings, encouraging visitors to combine city breaks with skiing in the nearby Alps.
St-Tropez, once a quiet fishing hamlet and now a renowned luxury hotspot, is also addressing its overcrowding issues. Mayor Sylvie Siri has urged tourists to avoid the high summer season, promoting visits in the spring instead. St-Tropez was transformed from a secluded headland into a luxury destination in the 20th century, but now struggles with over 80,000 daily visitors in peak months.
Under Siri’s leadership, St-Tropez is working to become a year-round destination. While summer sees luxury yachts and bustling beach clubs, the off-season offers a glimpse of the town’s past tranquility. The mayor aims to improve local services for the 4,000 permanent residents, enhance support for artisans, and spread tourism throughout the year with a new events calendar. This includes September’s Les Voiles de St-Tropez, October’s La Grande Braderie market, the March Marathon du Golfe, and May’s Bravades festival, alongside various gastronomic events.
