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Travellers have started to discover the pearl between Brussels and Bruges, and it's now selfie time at the medieval Gravensteen Castle and in St Bavo's Cathedral, with the famous altarpiece by Jan van Eyck.
Yes, first of all, a very popular word now, selfie.
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In my own previous 12 years of attending, I can't remember the last time Cannes commenced under such a cloud of grumbling, suspicion and all-around anxiety or any time the festival took such a widespread beating in the media before it even had a chance to roll out its famous (if now selfie-free) red carpet.
If any linguist had doubts that "selfie" now has an established place in the lexicon, a look at this morning's papers would dispel them.
The first signature of this new visual culture is the now infamous selfie.
So now the selfie is back, as evidenced by the heavy volume of them posted by teen-agers, who document everything from new hairstyles to new shoes to no particular occasion at all.
That's what led Snapchat from basic geofilters to acquiring Looksery to power its now iconic selfie lenses.
The images counter the now dominant selfie tradition of advertising pretty, happy subjects from flattering angles.
Attention you couldn't dream of getting unless you were celebrity is now a selfie away.
Now, the "selfie" or the photo-op: the moment to take a picture with a wild animal.
But in Istanbul, where my girlfriend and I keep an apartment, mustached vendors now hawk selfie sticks where roving souvenir sellers once plied their trade.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com