Fiona Nanna, ForeMedia News

7 minutes read. Updated 5:56PM GMT Fri, 16August, 2024

Once a serene fishing village nestled along the French Riviera, St-Tropez has evolved into a world-renowned hotspot. This transformation, however, has come at a steep cost, as the town now grapples with the challenges of overtourism, particularly during the summer months when an influx of over 80,000 visitors daily inundates the picturesque 4,000-person hamlet.

The Rise of Overtourism in St-Tropez

St-Tropez’s appeal, originally rooted in its Provencal beauty and laid-back charm, has attracted celebrities, luxury yachts, and jet-setting tourists over the years. But this allure has also brought overcrowding, disrupting the town’s tranquil essence. According to Clara Rondini, a descendant of the famed Rondini family, the town’s essence is being eroded by its transformation into what she describes as “une machine à fric” – a money machine. The influx of tourists, driven by the global reputation of St-Tropez, has overshadowed its natural beauty and peaceful ambiance.

France’s Sustainable Tourism Initiative

France remains the world’s most popular tourist destination, with expectations to attract over 93 million international travelers by 2025, fueled significantly by American tourists. The French government has recognized the pressures of overtourism on iconic sites and is implementing a comprehensive plan to promote sustainable tourism. This includes enhancing the cycling infrastructure, improving public transport, and introducing a greener hotel classification system. The government has also enacted measures like banning short domestic flights and introducing a €49 monthly train pass for younger travelers, aiming to reduce the environmental footprint of tourism.

St-Tropez’s Response to Overtourism

Amidst these broader efforts, St-Tropez’s local government is taking decisive steps to reclaim its identity. Under the leadership of Mayor Sylvie Siri, the town is encouraging visitors to avoid the peak summer season and instead explore St-Tropez during quieter times of the year. “Come in spring when it’s like the St-Tropez of our childhoods,” Siri remarked during the “Secret St-Tropez” event, aimed at promoting the town as an off-season destination.

To manage the summer crowds, St-Tropez has implemented initiatives such as enhancing local services for year-round residents and supporting local artisans and businesses. This includes improving the town’s library, grocery shops, and affordable housing options, ensuring that the town remains vibrant and livable for its residents.

Embracing a Year-Round Appeal

St-Tropez is shifting its focus from a summer-exclusive destination to a year-round locale. The town’s tourism board is curating a diverse calendar of events spread across the year, including the Les Voiles de St-Tropez sailing regatta in September, the La Grande Braderie designer market in October, and the historical Bravades festival in May. These events aim to attract visitors during off-peak seasons, offering a different experience from the crowded summer months.

Hotels in St-Tropez are also adapting to this new strategy. Villa Cosy, a luxury hotel, now operates for 10 months of the year, providing stable employment for staff and maintaining service standards throughout the year. Other establishments, like Hôtel de Paris St-Tropez, are also innovating with events such as women-only DJ sets and rooftop brunches, designed to draw visitors during the quieter “ailes-saison.”

Discovering the Alternative St-Tropez

For travelers seeking a more authentic and relaxed experience, visiting St-Tropez outside the high season offers a refreshing perspective. The town’s natural beauty, rich history, and local culture shine without the overwhelming presence of summer tourists. Off-season visitors can explore quiet beaches, enjoy the local cuisine, and immerse themselves in the true spirit of St-Tropez.

By promoting sustainable tourism and spreading its visitor load throughout the year, St-Tropez is striving to preserve its charm and appeal for future generations. This approach not only benefits the local community but also provides travelers with an opportunity to discover a different, more tranquil side of the French Riviera.