Christian Louboutin is one of the many celebrities who decided to buy a property and chose Melides, in the Alentejo, as a perfect refuge to live and invest. However, it is increasingly difficult to keep this secret paradise “off the radar” and away from excessive tourism, something that worries the designer.

Louboutin is not opposed to tourism – especially because he himself invested in a small hotel in the area – but believes that development must be done in a responsible and sustainable way, respecting the environment and the local community. The French designer told Bloomberg he wants to prevent Melides from becoming the next St. Tropez. "People are touched by authenticity and we have to keep it that way", he said.

However the region has already become an increasingly attractive area, with the development of a series of luxury resorts and private clubs nearby, attracting celebrities and even royalty. Already this year, rumours circulated that Prince Harry and Meghan Markle had purchased a holiday home in the CostaTerra development, in Melides.

Vitor Paiva, partner at real estate agency Engel & Völkers in Comporta, told Business Insider that the Portuguese government has set limits that prevent the area around Melides from becoming as saturated with tourists as other “hot” spots like St. Tropez or Monaco.

"Local restaurants are closing, even small cafes for locals are closing and being replaced by more sophisticated cafes," he explained, adding that some residents are starting to feel left out.

Another growing concern is that the new multimillion-dollar resorts will further deplete water resources in a region where many depend on agriculture to survive. And that’s also why Louboutin doesn’t give up on protecting this “favourite place”. He is one of the co-founders of Intertidal Melides, an organisation that brings together local landowners and businesspeople to preserve the environment and encourage good practices.