Visit Scotland | Alba

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Overview

  • In 2024, France was Scotland’s fifth largest international source market measured by number of visits, nights, and expenditure.
  • French visitors accounted for 6% of all overseas visitors to Scotland and 5% of all overseas spend in Scotland in 2024.
  • 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

248,509

total number of visits by French visitors to Scotland in 2024

1,637,637

total number of nights spent in Scotland by French visitors in Scotland in 2024

£173 million

total spend by French visitors to Scotland in 2024

6.6

average nights per visit by French visitors to Scotland in 2024

Source: International Passenger Survey 2024

1. Market performance 2024

France remains a core international market for Scotland. In 2024, France was Scotland’s fifth largest international source market, measured by number of visits, nights, and expenditure.

French visitors accounted for 6% of all overseas visits to Scotland and 5% of all overseas spend in Scotland in 2024.

After a strong performance in 2023 where visits, nights, and spend were all up on 2022 results, 2024 saw a considerable decline.

Visits declined by 26%, nights declined by 36%, and spend was down 37%. However, despite this, visits and spend in 2024 remain higher than pre-pandemic levels.

The average spend per visit in 2024 was £698, down 16% from 2023.

The average length of stay was 6.6 nights, down slightly from an average of 7.62 nights in 2023.

Source: International Passenger Survey, 2024

Explore more data on tourismobservatory.scot

Profile of French 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 French visitors

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

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