Key Facts* France - Facts and Insights August 2011 GDP Market population Outbound Travel Market Size UK s share of French outbound market Scotland s visitors from France Internet Access GDP growth forecast 2012 +2.0% (OECD) 64.1million (2008, VisitBritain) 38.1million (2009, VisitBritain) 10% (2009, VisitBritain) 196,000 (trips 2010, International Passenger Survey (IPS)) 68% population penetration (VisitBritain) 44 million internet users in June 2010 (Internet World Stats) *(Various sources) Key Facts on the General French Traveller Holidays are important to the French consumer but the propensity to travel abroad is generally lower than other EU countries Typical French outbound traveller is middle aged & better off Very often independent travellers, preferring to customise their own itineraries Interested in culture & history when travelling abroad Demand value for money & sticklers for quality Many prefer to stay in mid range accommodation French outbound travel market and trends In 2010, France was the UK s top market for inbound tourism, representing 12.2% of the inbound total and accounting for 3.6 million visits to the UK (VisitBritain). France is one of the fastest growing markets in terms of value for the UK (VisitBritain, 2000-2010). 1
Overview French Visitors to UK (IPS, 2010) Total visits to UK 3,610,000 Visits by purpose 49% holiday, 26% VFR, 18% business Total nights to UK 18,561,000 Total spend in UK 1,140m Top Towns visited London, Edinburgh, Glasgow, Bristol Average length of stay 5.1 nights Average spend per day 61 Average spend per visit 315 Key areas French visitors to UK reside Paris, Pas-de-Calais, Nord, Hauts de Seine Holidays are important to French people, who have amongst Europe s highest annual leave entitlements. According to a study by Expedia.com, France is the reigning vacation champions, receiving and taking the most vacation days of all the countries surveyed (2009 International Deprivation Study). Whilst a large proportion of tourism by French people is taken domestically within France (& traditionally in June, July & August), outbound travel has been growing. Beach holidays are favoured, so top destinations include Spain, Italy and Portugal, as well as the French Caribbean. Touring holidays in which they can learn about a country and its culture are also popular. Research in 2011 with VisitScotland s French database found that the top 3 types of holiday often undertaken by the French abroad were: Touring around a country by car sightseeing when I want A short break visit to a particular city A holiday mixing countryside and city VisitScotland research in 2011 with VisitScotland s French database also highlighted the top 3 reasons/motivations for French consumers going on holiday were: To learn about other countries and their way of life To explore beautiful landscapes To meet and get to know the local people Scotland s Visitors from France Trend Data 2002-2010 (International Passenger Survey) Market: France 2002 2003 2004 2005 2006 2007 2008 2009 2010P Total Visits (000s) 124 87 109 144 229 168 221 274 196 Total Nights (000s) 1,066 718 1,026 959 1,797 1,491 1,670 1,847 1,839 Total Spend ( m) 40 33 60 44 76 57 74 98 118 In 2010, France was Scotland s third largest international market, after USA and Germany (IPS, 2010), taking 196,000 visits to Scotland, 1.8m bed nights and spending 118 2
million. Whilst visits were down on 2009 figures, total spend was up. Overall the French market to Scotland has seen growth in visits, nights and spend on 2002 levels. French Visits to Scotland by Purpose (IPS, 2010) Visits % Holiday 119,000 61% VFR 50,000 26% Business 20,000 10% Study 2,000 1% Other 5,000 2% Total 196,000 100% Holidays are still the most popular reason for visiting Scotland. The share of holiday visits from France to Scotland increased from 45% in 2008 to 61% in 2010. Both Business visits (10%) and VFR (26%) fell. Visitor Profile French visitors to Scotland are typically couples or singles travelling without children. They also tend to be from higher socioeconomic groups, affluent professionals and many are resident in the large conurbations in France. French Visitor to Scotland by Age (IPS, 2010) % of visits 0-15 7% 16-24 19% 25-34 23% 35-44 10% 45-54 23% 55-64 11% 65 6% Overall, 49% between 16 and 34. 33% between 35 and 54. 17% over 55. French Visitor to Scotland By Mode of Travel (IPS, 2010) Travel Mode 84% by air 12% by sea 4% by Channel tunnel Looking back at figures for 2002 (IPS), there has been a growth in the proportion of French visits to Scotland by air. In 2002, 48% of French visits to Scotland were by air, 42% by sea. Direct flight capacity to Scotland has increased in recent years and is now geographically spread from all French regions. Research with VisitScotland s French database in 2010 found that 7 in 10 French respondents who had taken a trip to Scotland had arrived directly into Scotland. French visitors are most likely to visit Edinburgh, Glasgow and the Highlands on their trip, though they are likely to tour widely on holiday, often taking in up to 6 regions. Though hotels are commonly used, French tourists are notably warm to B&Bs and camping. These accommodation 3
options give French visitors the chance to meet real Scots and locals, an important part of their holiday experience. When on holiday here in Scotland, history and heritage is a key attraction for the French visitor. Research from VisitScotland s Visitor Experience (2007) identified the main activities the French consumer enjoys are: Visiting castles/historic houses Longer walks/hiking (greater than 2 miles) General sightseeing Touring around the country Perceptions of Scotland as a Holiday Destination Scotland s image in France is for the most part positive. There is a strong history of connections between France & Scotland dating back to the Auld Alliance of 1295 - both countries celebrated the 700 th anniversary of the alliance in 1995. Negative images centre around weather (cold & rainy) and feeling of boredom (nothing happens in the evening). Some may not feel Scotland is a dynamic destination. French holidaymakers are motivated to visit Scotland by its scenery, natural beauty and the opportunity to escape. They are seeking an authentic, natural experience and enjoy meeting local people, walking, exploring the landscape and watching wildlife. According to results from VisitScotland s Visitor Experience study 2007, the top reasons for choosing Scotland as a holiday destination were: The scenery (80% stated very important, 14% important) Nature & wildlife (62% very important, 31% important) Number of things to see & do (43% very important, 43% important) Opportunity to interact with local people (22% very important, 43% important) According to the study, the French were more likely to think Scotland offered poor value for money than the other countries interviewed value for money remains a driving force for the French market. Scotland s landscape and scenery have helped strengthen the perception of Scotland as a sustainable and green destination, which is attracting more and more French visitors. Planning & Booking Research in 2010 with VisitScotland s French database found the average holiday planning time was 4.6 months for French visitors to Scotland. 47% stated between 3-6 months and 24% stated 1-2 months. The average booking time was 2.7 months. The French are confident online users and readily accept new forms of media and new means of consuming these media. 9 travellers out of 10 are surfing on the Internet to acquire information about the tariffs. 6 out of 10 are looking for information about the accommodation and around 5 out of 10 are looking of cultural information (VisitBritain). 4
Impacts of the Economic Climate on Holiday Plans Holidays continue to be important to the French consumer. Research undertaken with VisitScotland s French customers in 2011 found that the majority of respondents expected to spend the same amount on holidays and short breaks in the next 12 months. Just over a quarter stated they expected to spend more. Future Holiday/Short Break Expenditure Expect to spend the same 57% Expect to spend much more 3% Expect to spend a little more 23% Expect to spend a lot less 3% Expect to spend a little less 14% Q Now thinking about future holidays and short breaks in general. Compared to the last 12 months, how much do you expect to spend on holidays and short breaks in the next 12 months? VisitScotland Marketing Strategy Scotland is an ideal destination for a touring holiday, providing a variety of experiences through its unique culture and heritage, dramatic landscape and the welcome of a friendly and spirited people. VisitScotland s International Marketing team will continue to promote Scotland to the French market as a quality destination offering good value for money, giving maximum exposure to good value deals. 2011 will see the continuation of International Marketing s flagship Scotland. Welcome to our Life a Pan-European Touring Campaign for the Dutch, French and German markets, featuring a Meet the Scots theme - a group of people whose lives and work link to key Scottish tourism themes. For more information please visit the VisitScotland consumer websites for the French market: www.visitscotland.com/fr (touring website) www.visitscotland.fr (cities website) 5
Tips for the Business - How to Use this Information Scenery is a core expectation of our French visitors. It s easy to take Scotland s scenery for granted when it is part of our immediate surroundings, but remember visitors may be seeing it for the first time. Even if a consumer has been to the local area before, they may be experiencing your surroundings in a different season. Think about ways your consumers can get more from their experiences of Scotland s scenery and the surroundings local to your business Does your business offer any services in the French language? Do you know the facilities or attractions in your area which offer tours/audio/print in French, if needed by some of our French visitors. Direct any visitors to VistScotland s French website www.visitscotland.com/fr Many of our VisitScotland Information Centres also offer print or staff members who can assist with the French language Many of French customers value meeting the locals - direct them to attractions, events and activities in your area which may bring your customers in touch with the local community Some of your customers from France may be touring around the Scotland, taking in up to 6 regions. Are you able to have Scotland-wide information to hand to help tourers plan their next stop? Direct customers to the VisitScotland Information Centres who are able to provide Scotland wide information. Contact details for all VICs are available here: http://www.visitscotland.com/guide/where-to-find-us/ To get involved in VisitScotland market campaigns with the French market, please visit VisitScotland s marketing opportunities website http://marketingopps.visitscotland.com/ Links VisitBritain Market Profiles http://www.visitbritain.org/insightsandstatistics/markets/europe/index.aspx Disclaimer VisitScotland has published this report in good faith to update stakeholders on its activity. VisitScotland has taken all reasonable steps to confirm the information contained in the publication is correct. However, VisitScotland does nor warrant or assume any legal liability for the accuracy of any information disclosed and accepts no responsibility for any error or omissions. Contact Us Details www.visitscotland.org research@visitscotland.com Date: 2011 6