The picturesque landscapes of France – from the Verdon Gorges and lavender fields to the cliffs of Étretat and the Dune of Pilat – are undeniably photogenic, sometimes to their own detriment. To limit the impact of photographs posted on social media, the Network of Grand Sites of France has published a guide with practical advice for promoting sustainable tourism.
From poses in the middle of flower fields to picnics in deserted creeks in southern France, and even cute seals sunbathing in the Bay of Somme – these photographs are everywhere on social media, especially during summer vacation season. These vacation snapshots can come at a high cost for certain natural spaces, increasingly exposed to overtourism.
According to an Opodo study conducted in April 2024 among 9,000 consumers worldwide, including 1,000 French people, 58% of 25-34 year-olds and 52% of 18-24 year-olds use social media to find their future vacation destinations. "Each photo can have an impact on the choice of destination but also on how to visit it," emphasizes Marie Le Scour, communications officer for the Network of Grand Sites of France, which brings together iconic French landscapes like the Dune of Pilat, Rocamadour, and the cliffs of Étretat.
To work with these new habits, the institution has published a guide aimed at influencers. The objective: to guide content creators, with concrete examples of photos or videos, toward a more sustainable approach. And since we are all a bit of influencers, here are some tips for immortalizing your vacation and posting on Instagram without encouraging the worst behaviors.
**Stay Natural**
"We need to showcase the landscape as it is, with its natural colors and not retouched, very saturated tints," states Marie Le Scour. Colors that are too transformed give a misleading image compared to reality, with the risk of disappointing travelers. "It needs to be consistent with reality, so that locals can recognize themselves – this is what allows tourism acceptability among residents," she indicates.
**There's Life? Perfect**
"Postcard" framed photos, as if the tourist were alone in the world when the place is crowded, should be avoided. On the contrary, "wide-angle" photos allow us to appreciate a landscape, but also to understand how it is formed and even to see life inhabiting it. "The challenge is to re-anchor photography in its territory: to favor encounters with those who live and work locally," emphasizes Marie Le Scour.
In lavender fields, for example, it's easy to forget that these are agricultural operations and not a green screen used for marriage proposals or photo shoots. "Some photographs disconnect the territory from its primary use. We don't even know where we are anymore," points out the communications officer. And she adds, laughing: "It's OK to show a tractor."
**Take Immersive Photographs**
A small combo for this shot of the Verdon Gorges, between Alpes-de-Haute-Provence and Var: a photo taken from above, where the river is empty of boaters and where the water is very blue. "It's better to favor immersive photos, taken at human height: aboard a canoe, for example," explains Marie Le Scour. Even if it means also highlighting other seasons than summer and its sun. "Drone views will make the visit disappointing because it doesn't reflect what the visitor actually sees," she continues. Sometimes, on certain sites, the aerial view can even favor "a disconnection from reality," as if the landscape were a painting rather than a living place. "You feel better with your feet on the ground," summarizes the communications officer. Macro photos highlighting the detail of a building, flora, or even the pebbles of a beach also allow capturing memories in a more sensitive way.
**Geotagging Isn't Mandatory**
One photo, one location, and here's how a little corner of paradise, known to a few regulars, becomes a global attraction. False "secret places" that circulate on social media until saturation. "Geotagging can have a very strong effect in a place that is not prepared to suddenly receive a lot of people," insists Marie Le Scour. "Instead of a precise point, we can locate more broadly, at the scale of a territory, for example."
The WWF protection NGO, for example, offers a way to counter this trend with the "I Protect Nature" location, which allows creating a fictional place on Instagram, while highlighting natural and preserved landscapes.
**Respect the Rules for Taking Your Photo**
Is the game worth the candle? In 2022, three tourists died after falling from the cliffs of Étretat while taking a selfie or photograph. "The photo that everyone takes can have serious consequences," alerts Marie Le Scour, who calls to "stay on marked trails and paths."
Same goes for van parking or wild camping: you need to check, before settling in and posting your vacation photographs, whether the rules of the place are respected.
Highlighting a bike ride rather than a quad ride, a local producers' market rather than fast food, or even using the caption of your photographs to contextualize the landscape are also good reflexes recommended by the guide.
"Today, despite a mimicry effect, we feel more and more travelers concerned about the environment and who seek transparency on content offered on social media," nevertheless rejoices the communications officer of the Network of Grand Sites of France.
The guide represents a growing awareness of how social media influences travel patterns and the need for more responsible tourism practices. By encouraging photographers to capture authentic moments that respect both the environment and local communities, the initiative aims to preserve France's natural heritage while still allowing visitors to share their experiences.
The recommendations extend beyond just photography techniques to encompass broader sustainable tourism practices. This includes respecting wildlife habitats, following designated paths, supporting local businesses, and being mindful of the impact that viral social media posts can have on fragile ecosystems and small communities unprepared for sudden influxes of tourists.
As social media continues to shape travel trends, initiatives like this guide become increasingly important in balancing the desire to share beautiful experiences with the responsibility to protect the places that make those experiences possible.
