St Tropez is the latest destination urging visitors to stay away this summer
Once a tranquil fishing village, this idyllic town on the French Riviera has evolved into one of the Mediterranean's most overcrowded summer hotspots.
Over recent decades, this former sleepy fishing village has morphed into a luxurious playground for yachters and jet-setters, leading to an influx of over 80,000 visitors per day during July and August—an overwhelming number for a town with only 4,000 permanent residents.
According to the World Travel & Tourism Council, France remains the most visited country, attracting over 85 million international travellers.
However, this surge in tourism brings its own set of problems.
Some of France's most popular sites are grappling with the impact of overtourism, where the sheer number of visitors threatens to damage the natural environment.
To combat this, the French government has developed a roadmap to promote sustainable tourism. As part of these efforts, they have banned all domestic flights to destinations that can be reached by train in less than two and a half hours.
In St Tropez, the message to tourists is clear: consider visiting outside the peak summer season. "Don't come in the summer," said St Tropez's mayor, Sylvie Siri, during an event called “Secret St Tropez”, aimed at promoting the town as an off-season destination.
Situated on the French Riviera, between Marseille and Nice, St Tropez was once a quiet and secluded headland until the 20th Century, when bohemian artists and later film stars were drawn to its Provencal charm.
While summer brings celebrities, luxury yachts, and the famous party scene on Pampelonne Beach, Mayor Siri is focused on ensuring St Tropez remains a liveable place for its year-round residents.
His efforts include investments in better local services, such as a new library, grocery stores, and affordable housing.
IOL Travel