Christian Louboutin's Mission to Protect Melides
Christian Louboutin, the renowned French designer, is on a mission to safeguard his beloved Melides, a small town in Portugal, from the perils of overtourism. The designer aims to prevent this picturesque village from transforming into a bustling hotspot like St. Tropez.
The Draw of Melides
Nestled in the Alentejo region, Melides has recently attracted the attention of A-listers including Prince Harry and Meghan Markle. The allure of luxury resorts and upscale amenities is causing a surge in tourism, prompting Louboutin’s concerns about maintaining the town's authenticity.
Christian Louboutin opened a small hotel in Melides, Portugal, and plans to open another. (Victor Boyko/Getty Images For Dior)
A Growing Concern
Louboutin, who discovered Melides over a decade ago, has personal ties to the town, owning a home and having opened a 13-room boutique hotel there, with plans for a second hotel. He acknowledges the impact of climate change and the influx of tourists on the local community.
"People are touched by authenticity and we need to keep it that way," Louboutin stated. "Don't expect Melides to become like St. Tropez. It's not going to happen."
The Rise of Luxury Developments
Despite Louboutin's efforts, Melides is increasingly becoming a known destination, largely due to nearby luxury developments like Costa Terra, a 722-acre resort community. This exclusive area has reportedly attracted other celebrities, including George Clooney and Paris Hilton.
Prince Harry and Meghan Markle in Colombia in August 2024. (Eric Charbonneau/Archewell Foundation via Getty Images)
Economic Shifts
Local real estate experts note that while the Portuguese government has imposed limits on tourist accommodations to avoid saturation, the demographic of visitors has shifted to a wealthier class demanding higher-end services. This change is leading to the closure of local businesses, leaving some residents feeling priced out.
"Local restaurants are closing, even the small coffee shops for the locals, they are closing and being upgraded with more sophisticated coffee shops," said Vitor Paiva, a partner at Engel & Völkers.
Community Efforts
In response to these challenges, Louboutin has co-founded Intertidal Melides, an organization aimed at preserving the local environment and community. His commitment reflects a broader desire to maintain the beauty and charm that initially attracted him to Melides.
"Tourists come here for the beauty of this place," he emphasized. "So we need to just keep it that way."
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