1970's-80's mostly Italians, then some guy named Rick Steve's wrote about it in the 90's and American backpackers started flocking in.
That explains why you all know it and I don't. Travel writers have a lot to answer for!
A while back a Brit writer called Peter Mayle wrote a book called A Year in Provence (
https://www.amazon.co.uk/Year-Provence-Peter-Mayle/dp/0140296034 ) . It was a massive hit in the UK, the BBC turned it into a television series and well-off Brits bought every property within about 20 miles of the main location. Completely spoilt the place for years. Fortunately it's now pretty much forgotten and life for the locals is returning to normal.
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