PARIS, France — The south of France is a photographer's dream.
"You've got the classic images we all have of the south of France. Beautiful landscapes, historic villages and the French Riviera," said Matthew Parker, a local tour guide.
Perhaps the only color that rivals the blue of the Mediterranean Sea is the burst of purple in Provence.
"We're all suckers for flowers. Like the bright purple. Quite pretty. Photo ops. Obviously, it smells pretty good," said Ruby Hansen, who was visiting from New Zealand.
Terre Ugo is a family-run field featuring seven acres of organic lavender. The fields are open to visitors from June 1 to Aug. 31 with the flowers blooming between late June and late July.
The family provides areas for seminar and team building, weddings and celebrations including birthdays, anniversaries, christenings, bachelorette parties and photo shoots.
There is also an effort for agro-tourism.
"We create various products such as essential oil and lavender soaps," said Lisa Ugo, whose grandfather once owned the field. The family store also sells lavender candles and organic ice cream, and offers soap-making workshops.
The stunning pictures on Instagram still seem to be the biggest draw for visitors.
"You see it online and we're big Instagram users and you see people wandering around. It looks quite peaceful, bit of a change from the vast big cities that we've been seeing," Hansen said.
There is a certain vibe in south of France. It's a place that beckons the rich and famous. Looking beyond just the vibe, there is a vibrant color during the summer months in Provence.
It is the lure of lavender!