Visit Scotland | Alba

Overview

  • In 2023, France was Scotland’s third largest international source market measured by number of visits, second by expenditure, and fourth by the number of nights.
  • French visitors accounted for 8% of all overseas visitors to Scotland and 8% of all overseas spend in Scotland in 2023.
  • The French market continued to perform strongly in 2023. The volume and value in 2023 surpassed both 2022 and pre pandemic levels.
  • Those who visit from France are motivated to visit by our vast and beautiful landscapes. There is also an expectation in this market that Scotland has an atmosphere all of its own. Our myths and legends appeal to the French visitor.
  • On this page, we've highlighted information from a number of key sources as well as tips for targeting the French visitor.

In this article:

Key statistics

335,000

total number of visits by French visitors to Scotland in 2023

2.6 million

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

average nights per visit by French visitors to Scotland in 2023

Source: IPS, 2023 (numbers have been rounded)

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

Explore data and graphs going back to 2013 on tourismobservatory.scot

Profile of French overnight visitors to Scotland

63%

of French visitors were first time visitors

85%

of French visitors toured Scotland staying in two or more places

70%

of French visitors were on holiday as a couple

18%

of French visitors were retired

Source: Scotland Visitor Survey, 2023 (leisure overnight visitors only)

2. Scotland Visitor Survey 2023

In 2023, we commissioned the Scotland Visitor Survey. The survey explored all aspects of the visitor experience in Scotland and allowed us to talk to visitors from specific markets, including France.

The scope of the survey was leisure overnight visitors only. The key findings on our French visitors can be summarised as follows:

 

  • Scotland's scenery was a strong driver to visit for our North European markets. Scotland's people and outdoor activities are also important to our French visitors.
  • Scotland's myths and legends also stand out as a stronger driver for French visitors compared to other markets.
  • Personal recommendations were a key source of inspiration, followed by digital resources. 38% of French visitors also stated that they were inspired by a film, TV, or a book featuring Scotland.
  • 52% used at least one type of travel intermediary for holiday planning (broadly this refers to travel agents, tour operators, online market places, and travel comparison websites).

 

  • 38% booked their accommodation directly with their accommodation provider. 68% booked via a travel intermediary (please note, it is possible that some visitors used multiple channels due to the touring nature of some trips).
  • 63% booked their transport to Scotland directly with the transport provider. 33% booked via a travel intermediary.
  • 63% travelled to Scotland via plane (either direct or indirect), 15% by boat, ship or ferry, and 16% by car (either own or hire car). Please note multiple modes of transport could be used.
  • 68% were quite or very likely to return to Scotland in the next five years.

Spotlight on our visitors from France

Published November 2024

Download (916Kb)

Information is also available at a Scotland-level on a variety of topics, including:

  • motivations
  • planning and booking
  • satisfaction
  • travel

Detail on the background and study methodology is also available. For further information on what's available, you can browse the Scotland Visitor Survey 2023.

Browse our visitor survey.

3. 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.

Read the full VisitBritain MIDAS research

4. Tips for targeting the French visitor

  • Highlight Scotland's legends

    Scotland's myths and legends appeal to our French visitors. Consider ways to tell stories about local myths and legends to bring the visitor experience to life.

  • Tell your story

    Work with our press team. Our global team work with travel and lifestyle press in market to encourage French visitors to Scotland.

    Find out how our PR activity can benefit your business.

  • Get travel trade ready

    We work with Scottish businesses and can advise on how to engage with French travel intermediaries. Do you already offer products and experiences that are bookable by the travel trade? Then please register your interest in a travel trade listing.

    Work with our travel trade team on traveltrade.visitscotland.org

    You can also browse our travel trade event, exhibition or business development mission, and join us in person.

    Browse our list of travel trade events and exhibitions.

5. Official statistics and partners

The International Passenger Survey is a continuous survey carried out by the Office for National Statistics. It covers all major air, sea and tunnel ports. 

The survey provides information on the numbers and types of visits made by people travelling to and from the UK. Anonymous face to face interviews are undertaken with a sample of passengers entering and leaving the UK.

Find out more on the survey methodology on ons.gov.uk.

Read further ONS publications on ons.gov.uk.

Read how the COVID-19 pandemic impacted on the IPS data collection on visitbritain.org.

6. Additional research resources

VisitBritain’s IPS data viewer by UK nation

visitbritain.org/inbound

VisitBritain’s France market profile

visitbritain.org/france

VisitBritain’s international market segments

visitbritain.org/customer

Related links

Marketing opportunities

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