This article presents a qualitative analysis of the specific strategies used by coastal resorts in the South of France to valorise their creative regional resources. These strategies emerge from factors of change in the trajectories of the resorts: change in the relationship between man and nature, environmental turning point and the need for sustainability, emergence of creative tourism centred on recreation, sport and culture. The research is supported by three case studies, Biarritz, Lacanau and Martigues, and assesses the constraints that arise in terms of design and management of coastal resorts and tourist areas, against a background of numerous conflicting requirements, including attractiveness and sustainability. The effects of these strategies can call into question the choice of resources selected, associated forms of governance, as well as conflicts in use that may emerge.