Visitors from France

1. Executive summary 2023

France remains a core international market for Scotland. In 2023, France was Scotland’s third largest international source market measured by number of visits, fourth by number of nights, and second by expenditure.

French visitors accounted for 8% of all overseas visitors to Scotland and 8% of all overseas spend in Scotland in 2023.

In 2023, the French market continued to perform strongly following the COVID-19 pandemic. The total number of visits in 2023 increased by 26% compared to 2022 and surpassed pre-pandemic levels by 56%.

The average spend per visit in 2023 was £828. The average spend per night was £109. The average length of stay was 7.6 nights.

Source: IPS, 2023

2. Motivations to visit Scotland

In addition to the official statistics from the International Passenger Survey, we have talked to our French visitors across our research over a number of years.

We have found that the tangible features of our vast and beautiful landscapes, castles, lochs, golf, whisky, and hiking are all top of mind for French visitors.

But there is a strong expectation in this market that Scotland has an atmosphere all of its own. A sense of history and a mythical quality are anticipated.

4. VisitBritain MIDAS research 2022

In 2022, our partner, VisitBritain undertook comprehensive research with international leisure travellers. They spoke to global tourists from many markets, including France.

Whilst the research focuses on perceptions and experiences of Britain, there are insights which are useful for the Scottish tourism industry.

West European markets are more likely to demand a variety of interesting people, experiences and food and beverage options. These needs seem more distinctive than drivers in the other European regions.