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  5. How to target and reach the French market

How to target and reach the French market

6 minute read • Last updated: 26 June 2025

Scotland continues to be a popular destination for French visitors. They value our beautiful landscapes and there is an increased interest with our myths and legends. With year-round flight connectivity between key French cities and Scotland’s airports, this market is Scotland’s third largest international source.

Read on for tips on creating the right marketable product for these visitors and help increase your bookings.

In this article:

  • Opportunities for growth with the French market
  • What value could they bring to your business?
  • Where can you find the French market?
  • How can you capture their attention?
  • Tips on reaching the French market
  • Your next steps

Opportunities for growth with the French market

A cyclists stands with his bike at the shore of a loch on a sunny day

Loch Beinn a' Mheadhoin, Gen Affric

© VisitScotland / Kenny Lam

There is great potential for Scotland to receive more French visitors than we do currently because: 

  • Holidays are considered a ‘vital need’, and French visitors will prioritise them within their leisure spending.
  • More than half of French visitors are aged 25 – 44 years old and are more likely to visit off-the-beaten track, supporting a mix of iconic attractions and lesser-known locations.
  • 63% of French visitors are first-time visitors to Scotland and looking to experience the iconic products such as awe-inspiring landscapes, warm welcome and our wealth of historic towns and cities.

Review the visitor profile for the French market.

What value could they bring to your business?

  • 335,000 visits

    Total number of visits by French visitors to Scotland in 2023

  • 2.6 million nights

    Total number of nights spent in Scotland by French visitors in Scotland in 2023

  • £277 million

    Total spend by French visitors to Scotland in 2023

  • 7.6 nights

    Average nights per visit by French visitors to Scotland in 2023

Source: IPS, 2023 (numbers have been rounded)

Where can you find the French market?

  • Travel distribution partners

    When planning a trip to Scotland:

    • 68% of all French visitors to Scotland book all, or part of their trip via a travel distribution partner.
    • Nearly 3 out of 5 French visitors booked their travel directly with a transport provider.
    • 1 in 3 French visitors used a type of travel distribution partner for their transport booking to Scotland.

  • Key partners in the French market

    • Quartier Libre
    • Kuoni
    • Alainn Tours
    • Comptoir des Voyages

    Find out how to work with travel distribution partners.

  • visitscotland.com

    • Almost 50% of French visitors used VisitScotland’s website when planning or researching their trip to Scotland.
    • The website article content is also available in French.

    Find out how to sign up for a free business listing.

How can you capture their attention?

If you understand what French visitors are looking for and when, you can tailor your products and marketing to better catch their eye and fulfil their needs.

  • Why they choose Scotland

    • scenery and landscape
    • people, history and culture
    • attractions and activities
    • Scotland’s story, myths and legends
    • visiting family and friends

  • What French visitors want

    • trustworthy labels and accreditations
    • high quality experiences and customer service
    • responsible and inclusive experiences
    • to use public transport where possible

  • When they plan and book

    Both the planning and booking lead time slot is shorter in France in comparison to other European markets - factor this into your marketing and promote the right season at the right time to the French market.

    • Nearly 70% of French visitors travel to Scotland between April – September.
    • On average 48% of French visitors start planning their trip around 4 months in advance and book around 3 months prior to arrival.

Tips on reaching the French market

  • Dial up how your product covers the motivating themes

    How is your business connected, for example, to landscapes and nature or history and culture?

  • Create a new product

    If you don’t currently cover these topics enough, could you create something new or expand your current product? There could be an opportunity to partner with another business to launch a bespoke and immersive experience - remember to check if your product needs to meet the package travel regulations. 

  • Deliver quality in every interaction

    Visitors from France expect high levels of customer service. Read more about how to set your standards and how to provide an excellent on-site experience.

  • Talk about what else is nearby

    You might not cover the key themes directly, but maybe you’re right next door to a natural attraction or an event venue, making you the perfect place to stop after.

  • Create a picture of a whole trip

    French visitors like to enjoy a mix of different experiences - somewhere to eat and somewhere to stay, an activity or a cultural event to enjoy. Show how your business can be a part of an overall trip.

  • Provide practical travel information

    List the nearest train station, bus stop and bus routes to help people get around and provide parking with electric charge points. You should also find out and share where the nearest walking and cycling routes are.

  • Include your sustainability

    French visitors are known to be responsive to responsible tourism practices. Highlight your sustainable practices and go into some detail on how this supports the local community, and how the money is going to local suppliers.

  • Consider seasonality

    Nearly 70% of French visitors travel to Scotland between April – September. Promote further seasonal highlights and the benefits of visiting Scotland during off-peak season.

Your next steps

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Find out what makes a good accessible website including key pages and booking systems, and how you can develop and improve this digital channel.

Article
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Manage your social media accounts

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Other types of marketing

Learn more about the ways you can promote your business through marketing and how to get started.

Article
5 minute read

Promoting responsible tourism

Promote Scotland online responsibly with sustainable activities, off-season stays, and eco-friendly travel benefiting communities and businesses.

Article
5 minute read

Selling through travel distribution partners

Learn about travel distribution and how working with a partner can help to grow your business.

Making accommodation bookable

Check out our top tips for being online bookable, and find a list of potential booking systems to introduce to your accommodation business.

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3 minute read

Making visitor attractions bookable

Find the right online booking system for your experience and make it easier to take and manage customer bookings.

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10 minute read

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