Beyond saint-tropez: unveiling the untouched riviera charm of var

The relentless pursuit of the French Riviera’s exclusivity has driven luxury further west, past the choked coast of Saint-Tropez, to a region brimming with authentic charm—the Var. It’s a place where the frenetic pace of the east simply melts away, offering a quieter, more indulgent experience.

A different riviera: stripped of the excess

Forget the manicured glamour of Nice, Cannes, and Antibes. The Var coast exists outside the well-oiled machine of European tourism. It lacks the Monaco’s ambition, the Cannes Film Festival’s spectacle, and the sheer density of luxury hotels. Instead, it boasts a landscape sculpted by nature—from the dramatic cliffs of the Estérel to the shimmering Îles d’Or. This isn’t a manufactured paradise; it’s a coastline that has deliberately resisted the pressures of over-development.

Nature’s embrace

The Var’s true allure lies in its abundant natural beauty. The Port-Cros National Park safeguards a coastal tapestry of pine forests, turquoise waters, and protected landscapes. Vineyards cascade down hillsides, producing some of France’s most underrated wines. The region enjoys a microclimate that is noticeably warmer, offering a welcome respite from the eastern Riviera’s intensity—a subtle, yet significant advantage.

New horizons: design, culture, and a quiet renaissance

But the Var isn’t resting on its laurels. A wave of design-forward hotels—like Zannier Île de Bendor—are injecting fresh energy into the region. Alongside a burgeoning art and culture scene, and the preservation of historic gems like Sanary-sur-Mer’s vibrant harbor market, the Var is poised for a moment of its own. The arrival of this new generation of hotels is carefully planned, but retains the spirit of Paul Ricard’s original vision for the island.

A taste of var: beyond the beaches

Don’t miss a stop at Bandol, renowned for its structured Mourvèdre reds. A ferry ride to Porquerolles reveals a world of pine-fringed coves, sandy beaches, and unique vineyards. Explore the Fondation Carmignac’s sculpture garden, or lose yourself in the coastal paths of the Giens Peninsula. A day trip to Bormes-les-Mimosas, or a stroll through the historic streets of Rayol-Canadel-sur-Mer, will complete your Var adventure. The Var offers a slower rhythm, a deeper connection to the land, and a Riviera experience that feels genuinely, refreshingly real.