<a target="_blank" rel="noopener noreferrer" href="https://www.etretatdemain.com/" style="text-decoration: underline; text-underline-offset: 2px;">etretatdemain.com</a><a target="_blank" rel="noopener noreferrer" href="https://lesjourneesbleues.org/" style="text-decoration: underline; text-underline-offset: 2px;">lesjourneesbleues.org</a>Collier 100% natural and unique :<a target="_blank" rel="noopener noreferrer" href="http://www.latonkinoise.bigcartel.com" style="text-decoration: underline; text-underline-offset: 2px;">latonkinoise</a> Shaï-Hanah Mallet-Bitton, a young lawyer, born and raised in Étretat.

ABOUT SHAÏ

ABOUT FRIEDERIKE BECHT

PORTAITS  "ABOUT_WOMEN"

A black and white photo of a woman with long dark hair, wearing a shell headband, with her eyes closed and hands on her head.

Shaï-Hanah Mallet-Bitton, a young lawyer, born and raised in Étretat.



A barefoot woman with long dark hair, wearing a sleeveless top and jeans, sits on a large rock in a black and white photo.

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.

A black and white photo of a woman in a light-colored dress sitting on a rock formation.

Shaï :  "I got involved in community organizations very early on because I noticed that our natural site was deteriorating at an alarming rate. As a result, I was elected President of the Association for the Defense of the Étretat Site at the age of 23. Subsequently, partly linking these degradations to the phenomenon of overtourism, we decided to merge our associations with a friend (Zéro Mégot Etretat) to create Etretat Demain: a non-profit association that fights against the environmental consequences of overtourism. "


A woman in a white off-the-shoulder top and gold necklace sits on a rocky beach with cliffs in the background.

"In addition to frequent litter clean-ups, we focus on raising awareness about the site's fragility through media and social networks, as they contribute to overcrowding. We aim to manage visitor flows by promoting a geographical and temporal spread. Additionally, we engage in lobbying efforts to influence legislation on housing, environment, and local policies."

A young girl standing in turquoise water on a rocky beach with white cliffs under a clear blue sky.

"Most residents have given us real support in our actions. We try to act as spokespersons for them. We all have an interest in preserving our living environment. Without this union, what will become of our cliffs, our nature, our school, our local shops?"


Black and white photo of a woman standing on a cliff by the ocean with large white rock formations in the background.

"Dialogue with local politicians is often challenging, as disagreements frequently stem from ego-related issues. When it comes to merchants, perspectives vary. Some embrace a long-term economic and environmental mindset, supporting our actions. Others, particularly those reliant on seasonal tourism and constant customer traffic, tend to oppose our initiatives. Despite these differences, we firmly believe that dialogue must remain open. Engaging with all stakeholders is essential to finding balanced solutions that benefit both the local economy and environmental conservation. Through continued discussions, we aim to foster mutual understanding and cooperation, ensuring that sustainable practices can coexist with economic interests. By maintaining dialogue, we hope to bridge gaps, address concerns, and create a more harmonious approach to managing the site’s challenges while respecting diverse viewpoints."

A black and white image of a person standing in the water near towering cliffs.

"Given the particularly unstable French political situation, projecting progress on environmental issues remains difficult. Nevertheless, we are committed to continuing our efforts so that Étretat can one day become a model of sustainable tourism in France. Our goal is to preserve both the natural beauty and the village’s unique character, ensuring that future generations can experience the same serenity and charm we were fortunate enough to grow up with. Protecting this paradise requires long-term vision, collaboration, and a shared sense of responsibility among residents, policymakers, and visitors alike. By advocating for sustainable practices and raising awareness, we hope to balance tourism with environmental conservation. Despite political uncertainties, our dedication remains unwavering. We believe that through persistence and collective action, Étretat can set an example for responsible tourism while maintaining its identity and natural heritage for generations to come."


A black and white image of a woman with long dark hair, wearing a white top and dark pants, sitting barefoot on a large rock.

Illustration of cliffs over water with a sunset and the words "Etretat Demain."

Shai-Hanah Mallet-Bitton’s engagement illustrates how local initiative can evolve into a structured and reflective civic process. Her trajectory reflects a broader European conversation about sustainability, territorial identity and the delicate balance between economic vitality and environmental preservation. The challenges facing Étretat are not isolated; they resonate across many culturally and ecologically significant landscapes. What distinguishes this initiative is its emphasis on dialogue — with residents, policymakers and economic stakeholders — and its effort to translate concern into sustained, long-term reflection.
ABOUT SHAÏ
Editorial Interview and Photography
Andrea Herzog


ABOUT WOMEN

SHAÏ – Sustainable Tourism | About Women by Andrea Herzog

SHAÏ – About Women by Andrea Herzog

ABOUT SHAÏ