About Shaï, the founder of Étretat Demain. Photographed and interviewed by Andrea Herzog.
Instagram tourism has significantly transformed Étretat. For over 20 years, it has been one of my favorite places, but the massive influx of tourists, especially due to attractions like "The Panda's Eye," has put considerable strain on the infrastructure and environment. Étretat, a town of 1,300 residents, receives over a million tourists annually, which negatively impacts the quality of life for local inhabitants.
To counter this, Shaï and her partner Cosmo founded the association "Étretat Demain" (Étretat Tomorrow). They advocate for sustainable tourism and environmental protection by collaborating with politicians, business owners, and residents to develop practical solutions. Their initiatives highlight the necessity of shaping tourism in harmony with nature and the needs of the local population.
