From maligned second city to Insta magnet: Marseille isFrance’s new capital of overtourism

This summer has been a tipping point. But it’s not too late to save what makes this place unique When I first started visiting Marseille more than 20 years ago, few could have predicted that France’s then beleaguered second city would become one of the most popular destinations in the most-visited country in the world. Tarnished by stereotypes and home to some of Europe’s most disadvantaged neighbourhoods, the port city seemed down on its luck, unloved and, in the eyes of many, somewhere to avoid. Tourists stopping at the city’s Saint-Charles station would clutch their bags while waiting for their connecting train to rural Provence, or the beaches of the Côte d’Azur. Two decades on, poverty and drug gang violence still affect parts of Marseille, but this rough diamond has been reinvented as a modish holiday destination. Last month, I saw a local TV channel asking whether Marseille had become France’s capital of tourism, after Booking.com revealed it had surpassed Paris and Nice as the most searched-for destination for French users of the site. Breathless foreign media coverage – the New York Times published a “36 hours in Marseille” guide in 2019 and another one in 2025 – has driven the number of overseas visitors. From seaside petanque to vocoder rap and pizza served on aluminium plates, influencers revel in the golden-hued aesthetic of the urban riviera and promote the city’s most Instagram-friendly corners. Tourist numbers are expected to reach almost 7 million this year...