“We are a microscopic point on the world map”: these small French villages have become stars on social networks

Strike the right pose, in the right place. Tourists who come to Valensole, in the Alpes-de-Haute-Provence, come from all over the world. In the middle of the lavender fields, they are looking for the most beautiful shot. “When we get home, we try to find the best photo to put on Instagram,” says an English-speaking visitor in the report at the top of this article. And there are hundreds of thousands of them, every year, who come to try to take that same perfect photo in the town, which has become a real star on social networks.

A success that the 3,000 inhabitants of Valensole have become accustomed to, some of whom even profit from it. Laetitia Angelvin, a lavender producer, offers excursions to her crops to allow everyone to take THE photo, during the month when the lavender fields are in bloom. A crowd that requires a few reminders. For example, to change rows in the fields, you should not cross just anywhere, at the risk of damaging the lines drawn by the farmers.

If this crowd requires vigilance, there is no question of the inhabitants of Valensole prohibiting access to the lavender fields. Because these photos posted on social networks represent great free publicity. “I find it huge. Small village of Valensole, we are a microscopic point on the world map and we find people who have crossed the world…”, Laetitia enthuses.

I was very struck by how we all go to pretty much the same places.

Photographer Natasha de Mahieu

But this attraction can lead to overcrowding which, if not well controlled, can have consequences on the environment. Photographer Natasha de Mahieu set up her camera all over Europe to try to study the impact of social networks on tourism. And the young professional was very surprised: “I was very struck by the extent to which we all go to more or less the same places, how staged it is, the photos all look the same, the same places, the same poses, the same colours… Social networks are going to influence the way we travel.”

The town of Nans-les-Pins (Var) saw hundreds of tourists flock to it overnight after the publication of heavenly photos on social networks. But at the tourist office, there is no promotion of the places photographed, because given the success of the photos, the authorities are trying to keep this fragile site a secret. The path leading to the sources of the Huveaune remains poorly marked to avoid trampling, which would damage the ecosystem. And to avoid any problem, the town has thought of everything: it has installed a small platform, for tourists who manage to find the sources, allowing them to take the most beautiful photo possible to post on Instagram.