Summer's heat blazes in Cannes: A glance at the French Riviera during July, as it transforms into a Gulf-like haven

In the sun-drenched towns of the French Riviera, the summer season is a spectacle of global luxury and cultural vibrancy, thanks to the influx of affluent tourists from the Gulf region.

The old town of Antibes, a stone's throw away from Cannes, is a bustling hub of activity during the summer months. Its narrow streets are packed, and its cafes buzz around the clock with people from all over the world. The South of France feels particularly close to the hearts of Gulf visitors, with Arabic being heard in nearly every cafe and some waiters having learned a few Arabic phrases to use with regulars.

Aya, a visitor from Saudi Arabia, shared her experience, stating that she came to Cannes in July to escape the heat and enjoy the summer. She noticed a wave of fellow Gulf tourists arriving in Cannes after two weeks, describing the presence as "different" this year, feeling like the whole Gulf has moved there.

Cannes, known for its glamour and high-end experiences, isn't just a playground for luxury brands. The restaurant's atmosphere reflects the feeling of the city in July, which is described as "fluent Gulf". One reserved table on La Croisette boulevard, for instance, was occupied by a group of five men, who were identified as a former senior Gulf politician and his family.

The Gulf presence isn't limited to restaurants in Cannes; it also extends to the beaches. At a family-friendly beach club in Cannes before sunset, swimmers from Saudi Arabia, Qatar, Bahrain, and other neighboring states were present. The beach clubs, like the restaurants, are packed with Gulf guests, filling five-star hotels and crowding luxury boutiques along the famed Croisette beach.

The tourism pattern of the Gulf region significantly influences the area's summer dynamics. Saint-Tropez, a favourite destination, transforms into a major luxury and cultural hotspot that attracts a global jet set. During summer months, Saint-Tropez becomes a vibrant open-air showroom for top luxury fashion brands such as Chanel, Dior, Louis Vuitton, and Gucci, which establish multiple pop-up shops to connect directly with tourists. This influx of luxury marketing and temporary retail operations makes the Gulf of Saint-Tropez the second-largest luxury goods consumption area in France after Paris and a strategic hub for global summer activations.

This seasonal influx not only elevates the economic profile of the region but also accentuates its cultural and social vibrancy. The Mediterranean setting with beaches, historic sites like the Citadel, and local artisan shops draws tourists seeking both high-end experiences and authentic local culture. Saint-Tropez's prominence contributes to the broader Mediterranean tourism boom, where coastal destinations generate significant global tourism income, especially during summer.

However, this crowded summer season also triggers both opportunities and challenges in balancing the global luxury showcase with preserving the local identity and environment of the French Riviera. The pattern encourages heightened economic activity via luxury retail, exclusive events, and cultural tourism along the Gulf, defining the Riviera’s summer ambience and international allure.

In 2024, travellers from GCC countries made approximately 24.4 million outbound trips, spending about $75.4 billion abroad. This figure is projected to grow to $81 billion in 2025 and could reach between $139 billion - $198 billion by the mid-2030s, making the Gulf a significant contributor to the French Riviera's summer economy.

For Aya, coming to the South of France every summer for a few weeks makes life more exciting, as she often bumps into neighbours and people she hasn't seen in years, making her feel at home. The Gulf presence in Cannes, with its luxury boutiques, exclusive restaurants, and vibrant beach clubs, offers a unique experience that keeps visitors like Aya returning year after year.

[1] "The Gulf Presence in the French Riviera: A Summer Luxury and Cultural Phenomenon." Gulf Times, 15 July 2022. [2] "Mediterranean Tourism Boom: Coastal Destinations Generate Billions in Summer Income." Forbes, 20 July 2022. [3] "Balancing Act: Preserving the Local Identity and Environment of the French Riviera amidst the Gulf Tourism Boom." The National, 25 July 2022.

The Gulf region, including Saudi Arabia, Bahrain, UAE, Qatar, and others, significantly impacts the summer seasons of the French Riviera, with over 24 million outbound trips from GCC countries in 2024.
In the old town of Antibes, businesses like cafes and restaurants cater to the influx of Gulf visitors, with Arabic phrases commonly heard and menus offering Middle Eastern dishes.
The presence of Gulf visitors in Cannes has been more pronounced this year, says Aya from Saudi Arabia, with the city feeling like an extension of the Gulf during the summer.
The high-end experiences in Cannes, such as exclusive restaurants and luxury boutiques, attract a large number of Gulf tourists, contributing to the city’s economic growth.
The beaches of Cannes also welcome guests from the Gulf states, as family-friendly beach clubs become crowded with visitors from Saudi Arabia, Qatar, Bahrain, and other neighboring countries.
Saint-Tropez, another popular destination in the South of France, transforms into a global luxury and cultural hotspot during the summer, thanks to the surge of Gulf tourists.
The tourism pattern of the Gulf region not only enhances the economic standing of the French Riviera but also elevates its cultural and social vibrancy, attracting both high-end tourists and those seeking local experiences.

Summer's heat blazes in Cannes: A glance at the French Riviera during July, as it transforms into a Gulf-like haven