This is as old as photography is a thing. I've been to that area in France many times in my life. My parents actually lived there for a while after they retired and it used to be our default vacation destination when I was young. It's been a popular destination for tourists quite long and tourism is a big part of the local economy. Vincent van Gogh did some selfies there way back before photography was a thing (with a paint brush). The landscape is pretty (particularly the lavender fields), the weather is nice, and the food/wine are awesome. It's a nice place to go. Despite the tourists.

Most of the lavender grown there is used to produce the lavender infused tourist junk you can find all over that area. It's literally the primary reason for that farm to be farming the stuff. So, having the odd tourist come along and taking some photos is maybe a necessary evil.

Tourists misbehaving and spoiling things has been a thing for as long as tourism has been a thing. The only thing that is worse is locals destroying their environment to draw in yet more tourists and squeeze every drop of revenue from them. Many idyllic places have long turned into package tourism hell with lots of cheap constructions, masses of tourists getting drunk and stuffing their face with junk food and nothing authentic whatsoever anywhere in sight. Arles where Van Gogh used to hang out is a good example.