Summerscapes from Cannes: Transforming the French Riviera into a Gulf haven in July
In the sun-drenched cities of the French Riviera, the summer months are a spectacle of vibrant tourism, with one particular group of visitors making a significant impact. Tens of thousands of Gulf tourists escape the heat of their home countries each summer, flocking to cooler destinations like France, the UK, and Spain. The French Riviera, with its glamorous allure, is a favourite among them.
On a bustling Saturday night in Cannes, another restaurant known for its open-air ambience was packed, with nearly every table occupied by Gulf guests. The reserved table was home to a group of five men, identified as a former senior Gulf politician and his family.
For Aya, a Gulf visitor from Saudi Arabia, the South of France holds a special place in her heart. She enjoys returning every summer for a few weeks, escaping the heat of her home country. In Cannes, she often bumps into neighbours and people she hasn't seen in years, making her feel at home.
The presence of these affluent tourists significantly enhances tourism in luxury hotspots like Saint-Tropez. During the summer, the population swells from 3,600 residents to up to 80,000 daily visitors, transforming the city into a global luxury showcase. Gulf clientele and luxury brands targeting them with pop-up stores and events attract high-end consumption and marketing activity.
The Gulf's influence is not limited to restaurants but extends to the beaches as well. At a family-friendly beach club in Cannes, swimmers from Saudi Arabia, Qatar, Bahrain, and other neighbouring states were observed. Even the old town of Antibes, just a short distance from Cannes, is bustling with tourists in the summer, with Arabic being heard in nearly every café.
The vibrancy from Gulf tourism shapes the Riviera’s cultural and commercial identity during the season, making it a focal point for global luxury marketing campaigns and experiential retail installations. This influx of affluent visitors supports the local economy by driving demand for luxury goods, high-end services, and exclusive experiences.
France alone welcomes more than 100 million international visitors annually, generating tens of billions in tourism revenue. The GCC outbound tourism market is projected to grow to $81 billion in 2025 and could reach between $139 billion - $198 billion by the mid-2030s. In 2024, travellers from GCC countries made approximately 24.4 million outbound trips, spending about $75.4 billion abroad.
As the summer sun sets on the French Riviera, the impact of Gulf visitors remains evident. They amplify the summer tourism economy, particularly through luxury consumption in cities such as Saint-Tropez, boosting local businesses and international prestige during the peak season.
- The business of tourism flourishes in the French Riviera during the summer, with Saudi Arabia being one of the countries contributing significant numbers of visitors.
- Cannes, renowned for its open-air restaurants, witnesses a surge in Gulf tourists, many of whom are affluent.
- Aya, a tourist from Saudi Arabia, holds a soft spot for the South of France, visiting every summer as an escape from the heat of her homeland.
- The presence of Gulf tourists contributes to the transformation of luxury hotspots like Saint-Tropez, attracting luxury brands and occasions, such as pop-up stores and events.
- Beaches along the Riviera also resonate with Gulf tourists, particularly those from Saudi Arabia, Qatar, Bahrain, and neighboring states.
- The Gulf's influence extends across the Riviera, shaping its cultural and commercial identity and becoming a focus for global luxury marketing campaigns and experiential retail installations.
- The influx of affluent Gulf tourists bolsters the local French economy by driving demand for luxury goods, high-end services, and exclusive experiences.
- By 2025, the GCC outbound tourism market is projected to reach $81 billion, with potential growth to $139-$198 billion by the mid-2030s, indicating a rising trend in Gulf travel to various parts of Asia, the world, and Europe.
