St Tropez is facing growing criticism from holidaymakers and social media users who say the French Riviera town has become overpriced, overcrowded, and overhyped. Once known as a premier luxury destination for champagne-filled, Cartier-adorned holidays, visitors report that the location has been transformed by influencer culture, reality TV fame, and Ibiza-style partying.
Charleen Murphy, who appeared in Love Island, recently visited St Tropez with haircare brand Kérastase earlier this summer. She was joined on the trip by fellow Casa Amor residents Lucinda Strafford and Jessie Wynter.
While many stars still visit the enclave, recent trips highlight the shift in atmosphere. George Clooney and Amal Clooney celebrated the actor's 65th birthday in St Tropez in May, bringing class and subtlety to their stay.
The destination has long attracted celebrities such as Leonardo DiCaprio, Kate Moss, Beyoncé, Jay-Z, and Naomi Campbell during the summer months. However, visitors say the town loses its allure when it becomes crowded with influencers. In June this year, Pete Wicks and Olivia Attwood packed on the PDA during another romantic getaway to the town.
High prices at beach clubs
Rising costs at local venues have drawn sharp criticism from holidaymakers. At Le Club 55, renting a sunbed costs €42 (£36). At Nikki Beach, a venue frequented by stars like Mariah Carey and Madonna, a salad costs up to €37 (£32) and chips cost €15 (£12.85).
Minimum spends for VIP beach table reservations range from €500 to €1,500 (£428.23 to £1,284.68) for a group of four. Critics note that these table reservations cost more than most people pay for their hotel and flights combined. Footage across social media platforms has highlighted the destination's changing status.
Concerns over lost identity
Instagram user @olgathefounder posted a video stating, "I'm going to say something unpopular: St Tropez is losing its soul." She noted in her caption that after 20 Julys in St Tropez, she has seen the town become richer and more polished, but far less French.
She explained that independent cafés, hotels, and old buildings are being replaced by commercial concepts that could exist in Paris, Miami, Dubai, or anywhere else. She added that some locals have started referring to St Tropez as "One Brand Ville" as it becomes less authentic.
According to @olgathefounder, visitors often arrive expecting the destination to adapt to them rather than embracing French habits, French food, and the slow rhythm of old Europe. She asked her followers whether this transformation represents progress or the loss of an iconic French identity.
Other social media users shared similar views about the destination. Instagram user @theloudquietness shared footage of Nikki Beach with the caption, "What was once the address for the see-and-be-seen crowd is now the address for the see-and-be-charged crowd." The user added that tables are reserved for people who have never heard of the place, while staff look tired of the theatre.
One commenter stated that "no people in their right mind would go to St Tropez in summer," while another described the beach clubs as "one of the biggest scams in the history of luxury travel." Instagram account @montecarlotravellers warned that St Tropez hits peak luxury pricing in summer across food, drinks, and beach beds, advising travelers to consider if it is worth the cost.
Quieter French Riviera alternatives
For visitors seeking to avoid high prices and crowds, several smaller French Riviera locations offer alternatives. Villefranche-Sur-Mer is a favourite among French holidaymakers for beach trips, while Porquerolles island features hidden coves and quieter sandy shores.
Travelers looking for a quieter experience can also visit Beaulieu-Sur-Mer, a sleepier alternative to St Tropez. Other frequently overlooked spots along the coast include La Turbie and Tourrettes-Sur-Loup.
