Saint-Tropez, long associated with celebrities and luxury on the French Riviera, is facing complaints that heavy visitor numbers and influencer-led social-media interest have made it far less enjoyable. The concern illustrates how online exposure can intensify overtourism in small, high-profile destinations, straining their atmosphere and visitors’ experience.

Travel expert JQ Louise said the town is crowded during the summer and can feel “almost unbearable”, particularly in peak season. She attributed part of the pressure to social media and advised visiting outside the busiest months, or arriving early or later in the day, to experience a quieter side of the resort.