How to target and reach the French market

9 minute read • Last updated: 25 February 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, France is Scotland’s third largest international source market. 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.

Read on to understand the French market and their main inspirations for booking a holiday to Scotland. You can use these tips to create the right marketable product for these visitors and help increase your bookings.

Why should I target French visitors?

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.
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.

The total number of visits from France in 2023 increased by 26% compared to 2022 and surpassed pre-pandemic levels by 56%.

Review the visitor profile for the French market.

Key 2023 statistics

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)

Create the right experiences

French visitors are keen explorers and appreciate the historic and mythical quality of Scotland’s natural landscapes through a variety of outdoor activities and attractions. Around 20% of French visitors were most likely to be attracted by Scotland’s stories or legends in comparison to other global markets. They want to enjoy a mix of iconic attractions and experiences that are unique to Scotland.

The use of public transport is very high amongst French visitors and they are more likely to take the train or hire a car to explore further afield. There is a growing interest for train travel to and within Scotland with French visitors looking for trustworthy responsible labels and accreditations.

French visitors are motivated to Scotland by:

scenery and landscape
history and culture
our people
outdoor activities
Scottish attractions
Scotland’s story or legends
visiting family and friends

Think about whether your current product covers these topics. Could you expand your product offering, create a brand-new product or adapt existing products which would deliver in these areas?

There could be an opportunity to partner with another business to launch a bespoke personal and immersive experience.

Examples could include:

public transport options in your marketing material to highlight ease of access
‘Meet the maker’ and workshops visits that offer a traditional twist and storytelling element
active and soft adventure activities eg walking, cycling and wildlife watching
slow tourism and car-free itineraries.

French visitors are more likely to become repeat visitors with 68% ‘quite’ or ‘very likely’ to return to Scotland in the next five years. There could be an opportunity to partner with businesses elsewhere in Scotland, encouraging French visitors to book a repeat visit and tour more of Scotland between different locations*.

*If you’re offering a joint package, please check if your product needs to meet the package travel regulations.

Offer a quality experience

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.

Most French visitors have basic English but they always appreciate French language provision, especially by older generations. Consider what key materials and information you can share in French.

Other tips

Almost all visitors from France visited at least one type of attraction during their stay in Scotland. Make sure to add different types of experiences within your product offering.
45% of French visitors attended an event during their trip to Scotland, higher than those from Germany (30%) and the Netherlands (30%). The most popular were cultural events eg art, comedy, music, dance and literature events. Why not list local events on your website, or promote them on your social channels? It’s a fantastic way for the French market to experience Scotland’s rich culture and heritage.

Be responsible and inclusive

Couple walking on a hillside with loch in background — Couple at Loch Affric viewpoint

Visitors from France are interested in responsible tourism including:

buying local
using public transport or greener transport alternatives to reduce pollution
visiting pristine, non-polluted natural environments
visiting places outside of peak season to avoid overtourism

Highlight on your website and social media channels how your sustainable practices help protect and preserve Scotland’s landscapes and nature. Go into some detail on how this supports the local community, and how their money is going to local suppliers.

Encourage use of public transport – make sure to list your nearest bus stop, train station and electric charging point, and timetables on your website and business listings. You could also offer a discount to anyone who arrives at your business using train, coach or bus.

French visitors are known to be responsive to responsible tourism practices such as:

exploring off-the-beaten track
visiting during off-peak season
taking longer trips
slowing down their trip
engaging with locals to experience the best of Scotland
greener travel options

Just over 10% of French visitors are over 55 – review your accessibility practices and ensure you’re able to cater for an older demographic.

Read more about how to create an inclusive business.

How to market to French visitors

Timing

On average, 48% of French visitors start planning around 17.5 weeks in advance before a trip (around 4 months) and booked their trip 13.6 weeks prior to arrival (around 3 months). Remember, both the planning and booking lead time slot is shorter in France in comparison to other European markets. Make sure to factor this into your marketing and promote the right season at the right time to the French market.

Travel distribution partners

When planning a trip to Scotland:

Nearly 3 out of 5 French visitors booked their travel directly with a transport provider, with 1 in 3 using a type of intermediary for their transport booking to Scotland.

68% of all French visitors to Scotland book all, or part of their trip via a travel intermediary.

Key partners in the French market are:

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.

Marketing messages

Couple at sitting on wall at old ruins site — Visiting the ruins of the Gunpowder Mill at Roslin Glen

Returning visitors

Almost 40% of French visitors are repeat travellers to Scotland, which makes them more likely to look for new areas and places to visit. There is an opportunity for businesses outside of the main cities to market to French visitors.

Quieter seasons

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. Ideas could include promoting events such as the Six Nations in February as an opportunity for an extended stay to explore more of Scotland or offering special rates and discounts on attractions and accommodation.

Main inspirations

Across all of your marketing – your website, social media channels, listings and travel distribution information – include how your business is related to their interests or located near these types of attraction.

All businesses can talk about what else there is to do in the area and encourage French visitors to make a day of it or stay longer in the area to see everything.

Talk about nearby:

historic castles, monuments and sites
museums and art galleries
National parks, gardens and nature reserves
distilleries and breweries
archaeological sites
UNESCO sites

You should also research and promote your location in relation to:

driving/public transport routes
long-distance walking and cycling trails
other initiatives such as food trails, guided tours etc

Activities

Over 90% of the French visitors took part in at least one activity on their trip.

Popular activities within the French market include viewing architecture and buildings, hillwalking, shopping, wildlife watching and short guided tours. French visitors strong desire to connect with nature and the outdoors allows them to explore hidden gems across Scotland, delving deep into our rich history and cultural heritage.

Are you within close proximity to these types of activities? Make sure to mention this on your website and listings on what the area offers.

Food and drink

Over 50% of French visitors took part in a food or drink experience during their trip to Scotland.

Give food recommendations that may complement your business. French visitors in Scotland mostly visited:

farm shops
farmers’ markets
food activities eg a demonstration, interactive class or afternoon tea
fine dining experiences

Events and festivals

Around 45% of French visitors attended an event or festival during their trip to Scotland. Give ideas and recommendations on what’s on throughout the year, particularly around:

cultural events and festivals – eg art, comedy, music, dance or literature
live music, ceilidhs or traditional music events
Highland games
sporting events eg football, rugby or golf

Practicalities

Travel to and within Scotland

Direct flights to Scotland remain the preferred way of travel within the French market. There are flight connections from France to Scotland all-year round and connecting flights from KLM and other airline operators. There is also the option to travel by train on the Eurostar over to London and then travel up either the west coast to Glasgow or east coast to Edinburgh. French visitors can also travel by ferry.

Direct flights with easyJet, Ryanair, Transavia to Edinburgh and Glasgow from cities such as Paris and Lyon.

French visitors can travel to the UK by ferry via:

Brittany Ferries – Plymouth, Portsmouth, Poole (from France)
DFDS – Dover and Newcastle
P&O Ferries – Dover and Hull

Find out more on flights and ferries from France.

Mention your proximity to the nearest airport and consider promoting airport transfers for accommodation businesses.

Those coming over by ferry tend to bring their own vehicle, so talk about how to get from England to your business. Think about parking options as well.

Once they’re in Scotland, 62% of French visitors used public transport. Make sure to list the nearest train station, bus stop and bus routes for your business.

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