The glamorous French resort of Saint-Tropez is undergoing a subtle transformation as British holidaymakers descend in droves, turning parts of the coastal town into what locals are calling a 'Little London'. Luxury hotels are now tailoring their services to cater to UK visitors, even introducing classic British afternoon tea.
Once the exclusive playground of the French elite and international jet-setters, Saint-Tropez is seeing a significant shift in its visitor demographics. Hoteliers report that British tourists now make up a substantial portion of their summer clientele, prompting changes in hospitality offerings.
British Influence on the French Riviera
Several high-end establishments have begun serving traditional English breakfasts alongside their usual continental fare. The iconic Hotel Byblos now offers a proper afternoon tea service complete with scones and clotted cream, while other venues have started stocking British newspapers and employing English-speaking staff.
'We've noticed a real change over the past five years,' says hotel manager Sophie Laurent. 'British guests appreciate certain comforts from home, and we're happy to provide them while maintaining our French identity.'
Economic Impact
The influx of UK visitors is proving beneficial for the local economy. Restaurants, shops and tour operators are all adapting to cater to British tastes and spending habits. Some boutiques have even started accepting pounds sterling alongside euros.
However, not all residents are pleased with the development. 'It's becoming harder to find authentic French experiences here during peak season,' complains long-time resident Pierre Dubois. 'Sometimes I feel like I'm in Kensington rather than Provence.'
Why British Tourists Love Saint-Tropez
Travel experts point to several factors driving this trend:
- Easy access via Nice airport with multiple daily flights from UK cities
- Familiar luxury brands like Dior maintaining a strong presence
- The appeal of guaranteed sunshine with a shorter flight time than more distant destinations
- A perception of safety compared to some alternative holiday spots
With no signs of this trend slowing, Saint-Tropez seems set to maintain its dual identity as both a quintessential French resort and a home-away-from-home for British sun-seekers.
