Madrid/San Sebastian vs Marseille/Provence

I’m travelling to Europe in June/July and planning to end my trip at the end of June in either Northern Spain or Southern France. I am flying from Bari in Italy and need to get back to Istanbul. I was originally wanting to fly from Bari into Madrid, then train to San Sebastián and fly out of Bilbao. However, it looks easier and cheaper to fly in and out of marseille, which may make Provence a better option. Before this leg of the trip I will be in the Cyclades islands in Greece and Puglia in Italy, so keen for something a bit different. Looking for somewhere with great shopping and food and beautiful scenery. Any recommendations much appreciated!