How to target and reach the French market

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

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.