Community pride in a newly merged town
The Thursday market in Hesdin-la-Forêt, a small town of 4,600 inhabitants in Pas-de-Calais, has been named France's most beautiful market for 2026, beating finalists from south-west and western France in the annual competition organised by TF1.
Judges praised the market for its diversity of local produce, friendly atmosphere and community spirit. The win marks the second triumph for Pas-de-Calais, following Etaples-sur-Mer's victory in 2021, and comes after Les Halles de Béziers took the 2025 title.
Hesdin-la-Forêt is a new commune created last year through the merger of four smaller towns: Hesdin, Huby-Saint-Leu, Marconne and Sainte-Austreberthe. Hesdin itself has a dramatic history, founded in 1554 by Holy Roman Emperor Charles V after he destroyed the original settlement for resisting his rule.
The town was identified as one of France's poorest in a 2015 Insee report, with roughly a third of residents living in poverty based on 2012 data. Mayor Matthieu Demoncheaux said the market win represents something deeper than tourism recognition.
It's such a down-to-earth market, in the most beautiful sense. I think that's what made a difference. There's a lot of kindness and generosity. It is, like many markets in neighbouring towns, a space for social cohesion, where people meet. The happiness it brings to residents is priceless.
Celebration continues French market tradition
Markets remain central to French culture, with most towns and large villages hosting weekly gatherings where farmers, bakers and artisans sell their goods. Unlike countries such as the UK and USA, where farmers' markets have been revived as a modern trend, France's market tradition never disappeared, maintaining roots that stretch back to medieval times.
The Plus beau marché de France competition was created in 2018 by Jean-Pierre Pernaut, the late TF1 journalist who presented the channel's lunchtime news for over three decades until 2020. Pernaut, who died in March 2022, had built his reputation on regional stories celebrating French culture and heritage.
For 30 years, we have covered countless stories about markets. They are extraordinary living spaces... There is history, community, beautiful products, producers, and artisans.
The 2025 edition attracted more than 3.3 million votes, demonstrating the competition's resonance with the French public.
Judges select winner from three finalists
Hesdin-la-Forêt, located near Montreuil-sur-Mer — a town that sits 12 kilometres from the sea despite its name and was once an important medieval port before the river silted up — defeated Villeréal in Lot-et-Garonne and Jard-sur-Mer in Vendée.
The judging panel consisted of pastry chef Nina Métayer, actor Laurent Ournac, TF1 weatherman Ange Noiret and three viewers selected to complete the lineup.
Tourism boost expected following victory
Previous winners have reported significant economic benefits. Montbrison in Loire saw a 30% rise in footfall in the weeks after its 2019 win. Narbonne in Aude recorded 600,000 market visitors in August 2022, double its usual traffic. Sanary-sur-Mer in Var, the inaugural 2018 winner, created 500 new parking spaces to cope with increased demand.
No figures on tourism impact in Hesdin-la-Forêt are available yet, though the town hall has already installed a victory plaque on its noticeboard.
Mayor Demoncheaux marked the win by canoeing down the River Canche dressed as a pig — the town's mascot — continuing a tradition of celebratory stunts. The mayor of 2023 winner La Réole completed a parachute jump, while Niort, which won in 2024, brought a farmers' market to TF1's Paris headquarters.
