• READ MORE: The world's most disappointing tourist attractions: from 'grimy' baths to terrible views and surprisingly small 'masterpieces'
• See more Daily Mail on Google - save us as a Preferred Source

'Losing its soul', 'over-hyped', wildly overpriced and packed with crowds, once the jewel of the French Riviera: the place where anyone with any semblance of class and style would be seen on their champagne-filled, Cartier-adorned holiday.

But now the iconic hotspot has been transformed by influencer culture, reality TV fame and Ibiza-style partying – with some visitors saying it has become more about flashing wealth than experiencing authentic French luxury.

The result? A destination once defined by understated glamour now at the centre of a debate over crowds, costs and whether it has lost its charm.

Charleen Murphy, who appeared in Love Island, was recently in St Tropez with haircare brand Kérastase earlier this summer, alongside fellow Casa Amor residents Lucinda Strafford and Jessie Wynter.

It's true that many A-list celebs still enjoy the millionaire's enclave.

George and Amal Clooney recently enjoyed a sun-drenched sojourn in St Tropez, where they celebrated the actor's milestone 65th birthday in May: all class, elegance and subtlety.

St Tropez was once a holiday haven - but has it lost its class?

Adored by celebs including Kate Moss, the French destination has lost some of its allure

During the summer months, it's drawn in stars such as Leonardo DiCaprio, Kate Moss, Beyoncé, Jay-Z and Naomi Campbell – but St Tropez is not always quite so slick.

When it gets busy and full of influencers, it loses some of its allure.

For instance, Pete Wicks and Olivia Attwood packed on the PDA during another romantic getaway to St Tropez in June this year.

With eye-watering prices, it's easy to comprehend why anyone who wants to be anyone would be easily lured in. After all, surely with prices like this you'd be surrounded by the rich and famous?

At Le Club 55, a sunbed will set you back €42 (£36), while at Nikki Beach you'll pay up to €37 (£32) for a salad and €15 (£12.85) for chips.

Even more astonishingly, some VIP beach table reservations have minimum spends ranging from €500 to €1,500 (£428.23 to £1,284.68) for a group of four – which costs more than most people's hotel and flights combined.

But despite this seeming status-symbol string of purchases, footage all over social media sheds light on the rapidly declining status of the destination.

It's now filled with tourists, lured in by the promise of French Riviera style

Holidaymakers posing outside one of St Tropez's many clubs and bars shines a light on its glitzy appeal

One Instagram user, @olgathefounder, shared a video saying: 'I'm going to say something unpopular: St Tropez is losing its soul.'

She explained in the caption: 'After 20 Julys in St Tropez, I've watched the town become richer, more polished… and far less French.

'Luxury was never the problem. The problem begins when independent cafés, hotels, and old buildings are replaced by concepts that could exist in Paris, Miami, Dubai, or anywhere else.'

She added: 'Some locals have even started calling St Tropez "One Brand Ville". The village may look more expensive, but it is slowly becoming less authentic.

'And then visitors arrive asking why the food, service, and lifestyle aren't more like home. But if you don't want French food, French habits, French imperfections, or the slow rhythm of old Europe…why come to France?

A partying atmosphere has taken over St Tropez in recent years

Yachts and opulent displays of wealth are everywhere you look

Bars with expensive VIP packages are available to book in St Tropez

'Some people no longer travel to experience a place. They travel because society tells them they should, collect a few photos, and expect the destination to adapt to them.

'Do you think this is progress - or are we watching one of France's most iconic places lose its identity?'

She's not the only one to share this view.

Footage of popular Nikki Beach club, frequented by celebs such as Mariah Carey and Madonna, shared by @theloudquietness is accompanied by the caption: 'What was once the address for the see-and-be-seen crowd is now the address for the see-and-be-charged crowd.

'Tables reserved for people who’ve never heard of the place. Champagne poured by staff who look as tired of the theatre as you are.'

Another chimed in: 'No people in their right mind would go to St Tropez in summer.'

Others have shared their views, with one writing: 'I think we all know why it’s changed.

'Instagram and the main nationality obsessed with Europe in the summer have zero class and just want a picture in the ‘places to be’.'

'St Tropez beach clubs are one of the biggest scams in the history of luxury travel,' another wrote, while others have described the region as 'over-hyped' and 'too expensive for what it is'.

'During summer, St Tropez is at peak luxury pricing; food, drinks, even beach beds cost way more. You need to consider whether it is worth it,' Instagram account @montecarlotravellers wrote.

Is it worth it, then? Well, that depends. If you're after vodka-fuelled fun in overpriced clubs, why not?

But if it's quiet luxury, peace and quiet you're seeking, perhaps it's worth thinking twice.