Unruly tourists were caught taking pictures and even cutting flowers at Provence’s lavender fields. (Image: Emily Wright)
The image of sprawling purple fields of lavender has become synonymous with France’s southeastern Provence-Alpes-Côte d’Azur, and has become a major tourist attraction across the world. In particular, the Valensole plateau in the Alpes-de-Haute-Provence department has become a particular draw from June to July. The famous road, Route de Manosque, even has multiple pins on Google Maps. However, with this fame comes major concerns about overtourism.
I visited Valensole at the very start of the blooming season, not expecting to see many other people there. But when I arrived, I was shocked to find cars abandoned along both sides of the road and crowds of tourists marching among the plants, taking pictures and even picking plants. There were clearly labelled signs, written in both English and French, with strict instructions not to pick the lavender. Yet just a few feet away, I caught a car full of international tourists crouched down in the flowers, picking handfuls, before scurrying back to their vehicle and driving away.
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I caught a car full of foreign tourists crouched down in the flowers, picking handfuls, before scurrying back to their vehicle and driving away. (Image: Emily Wright)
Ironically, what the tourists didn’t realise was that they weren’t even picking lavender. They were actually collecting lavandin (Lavandula x intermedia) – a hybrid cross between true lavender and spike lavender, which produces a larger plant with a stronger scent that is widely used in cleaning products, soaps and other household items thanks to its much cheaper cost. True lavender (Lavandula angustifolia) is much smaller, has a lower oil yield and is far less visually attractive. Instead, this is the plant that is used in aromatherapy and baking.
Further down the plateau road, I came across another set of signs set up by the property owner, Lavandes Angelvin, which gave a clear message to “merci de respecter ce lieu”, or “please respect this place”. Once again, a couple could be seen taking photos close by. The male is crouched down, industrial camera in hand, while the woman dressed in sunglasses, a long skirt and matching beret endlessly poses.
Another couple even decided to sit down amongst the flowers, grabbing clumps in their hands, luckily this time still attached to the ground, as they posed for several selfies to plaster across social media. This scene was replicated across the fields, all of course while the real lavender fields sat completely empty.
Clearly, this extent of tourism is having a serious impact on the local area. The nearby Lavandes Angelvin business, which owned several of the fields in question, had a rather substantial car park serving its shop, sellimg various products from essential oils to soaps and lavender bags, but it sat virtually empty – clearly because the tourists were helping themselves to the plants instead.
The male is crouched down, industrial camera in hand, while the woman dressed in a long skirt and matching beret endlessly poses. (Image: Emily Wright)
Another couple even decided to sit down amongst the flowers, grabbing clumps in their hands as they posed for selfies. (Image: Emily Wright)
In particular, Valensole and the wider Provence region have become favourite destinations for Chinese tourists. This popularity grew exponentially after the area was featured in a Chinese television show, Dreams Link, in 2007. Part of the show’s story, following two wealthy Chinese families, takes place in Provence and over the course of 30 episodes, the iconic purple landscape of southern France can be seen.
Ever since, Chinese tourists have been flocking to Valensole to take their own engagement and wedding photos, dressing up in beautiful outfits to capture the very best pictures.
While exploring the town of Valensole itself, I encountered the same group of tourists who were clearly on the hunt for lavender tourist tat before making their way to the fields, like much of the tourist crowds. Outside of one shop, I even came across a poem by one Guy Jampierre from 2017, entitled “Jeunes Chinoises au Lavandes,” or “Young Chinese Woman with Lavender.”
It reads: “On the Plateau of Valensole Faithfully, each summer, Among the lavender elope Some most unusual beauties Delightfully delicate, Who carry so well the parasol […] Wide-brimmed hat and white dress, […] These pretty girls, their spoils, They are not bouquets nor sheaves, But to have posed, magnificent, In a field of lavender.”
In particular, Valensole and the wider Provence region have become favourite destinations for Chinese tourists. (Image: Emily Wright)
Dr Shqiperim Reka, Senior Lecturer in Tourism and Hospitality Management at Sheffield Hallam University, shared his concerns with The Express about the effect disrespectful tourism is having on Valensole’s lavender fields and the local businesses that depend on the flowers.
“The recent reports from the Valensole lavender fields in France, detailing tourists disregarding signs and helping themselves to plants, are a stark reminder of the growing challenges posed by overtourism. As a Senior Lecturer in Tourism, I frequently observe and make students aware through my teaching of how immense popularity can paradoxically threaten the very attractions that draw visitors.
“In Valensole, the allure of the iconic lavender fields, amplified by social media, has led to a surge in visitors, unfortunately giving rise to ‘ugly tourism’ – characterised by inconsiderate and disrespectful behaviour from many who lack awareness or respect for local rules and the fragile agricultural ecosystem,” he added. “This form of tourism often feels alarmingly detached, being largely unmanaged and uncontrolled, and potentially unwelcome, as tourists appear to operate within their own ‘bubble’, acting solely on their personal interests with little desire to interact with the farmers beyond simply ‘using’ and frequently ‘abusing’ their agriculture.
“Picking lavender, even seemingly small amounts, results in a tangible loss for farmers. These fields are working agricultural sites, not simply scenic backdrops, providing essential oils, culinary products and other goods that form the bedrock of the local economy. While agritourism or farm tourism is widely celebrated as a sustainable form of tourism that ideally benefits both tourists and farmers, in this case, the farmers are being directly harmed by the very activity designed to support them.
“Persistent disregard for rules could prompt local authorities to implement stricter measures, such as limiting access, introducing fees, or even temporary closures. While intended to protect the resource, such measures could inadvertently reduce visitor numbers and negatively impact a broader range of local businesses, from accommodations to restaurants and gift shops.”