The beautiful UK seaside town that's a 'millionaire's playground' and where celebs holiday

A stunning Devon town with sandy coves and fabulous views became 'too popular' with the rich and famous, pricing out many locals. It's not difficult to see why millionaires flock to the beautiful place; it has a reputation for being one of the most beautiful parts of Devon, but those living there reported it becoming a 'ghost town' out of season.

In recent years, many celebrities have been spotted soaking up the sun or holidaying in the town. Rod Stewart, Gordon Ramsay, Jesy Nelson, Mary Berry, Ben Shepherd, Vernon Kay and Tess Daly are just a few of the stars who have been seen in the seaside town. Salcombe is a draw for celebs and often called a "millionaire's playground", but proper Devon locals do, of course, live there too - and many get fed up with the town being overcrowded in summertime and too empty in the winter.

Often hailed as Devon's Chelsea-on-Sea, Salcombe once had a thriving fishing and boat-building industry - and many living there will remember how it used to be.

Tourism kicked in decades ago, but a rise in second home ownership in recent years has decimated some coastal communities.

Salcombe is one of the most affected spots in Devon, with second homes in demand in this beauty spot.

Well-off people will go to relax in their holiday home a few times a year, meaning the town's character has changed, and in winter, it can be like a ghost town.

Many other people who own a second home will put it up for short lets on Airbnb or VRBO (Vacation Rentals by Owner) - making a profit from the weekly rent for holiday stays.

The problem is, when a town is saturated with short let style holiday lets, it pushes the average rental price up in the vicinity - as much higher holiday rent costs are factored into the overall average.

The average house price in Salcombe, Devon, is around £637,416, according to Rightmove, which is a tough cost to reach for Devon locals.

But some mansions have sold for as much £6.1m in Salcombe in recent years - used as pricey pads for the rich or luxurious holiday lets.

Now, though, South Hams District Council has been addressing the issue of second homes, implementing a double council tax rate on these properties.

This week, Salcombe Town Council addressed the debate-and the local authority is "standing up for Salcombe" after it was confirmed that four luxury flats can only be sold as primary residences.

The council said they were 'pleased to share' that the Planning Inspector has upheld the "principal residence" condition at Brewery Quay on Island Street in Salcombe.

The council shared a post online, they wrote: "This (principal residence condition) means that new homes must be lived in by people as their main residence - a policy Salcombe Town Council strongly supports.

"This is more than just a planning decision. It's about keeping Salcombe a lived-in town - not just a postcard.

"We want our streets to stay alive all year round - the school well-used, neighbours sharing a coffee and local shops and services supported by residents who call Salcombe home.

"Other coastal communities - like us with a substantial visitor economy and many houses not permanently occupied - have been closely watching this appeal.

"This decision helps reinforce the shared importance of protecting space for permanent communities in areas under intense second-home demand.

"That said, we also want to say something just as important: we welcome everyone who loves Salcombe - whether you're here all year, some of the year, or just visiting.

"What matters is that we work together to ensure Salcombe stays vibrant, resilient, and inclusive.

"Supporting principal residence new homes is not about exclusion; it's about keeping the heart of Salcombe beating for generations to come."