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Market and Trade Profile France

Market and

Trade Profile: France

France – September 2019


• ‘Chapter 1: Inbound market statistics’ provides insights on key statistics about

French travellers, where they are going, and who they are. It also takes a look at

Britain as a destination and its competitive set.

• ‘Chapter 2: Experiences and perceptions’ features details about what visitors

from France are likely to do in the UK, how they felt during their visit to the UK,

and whether they would recommend a stay there to their acquaintances.

Perceptions of Britain held by the French in general are also highlighted.

• ‘Chapter 3: Understanding the market’ takes a close look at consumer trends

in France, and the booking, planning and further travel behaviour of this source

market. Some details on how to best reach French consumers are indicated too.

• ‘Chapter 4: Access and travel trade’ shows how people from France travel to

the UK, how to best cater for their needs and wants during their stay and gives

insights into the French travel trade.

• Further ways of working with VisitBritain and other useful research resources are

pointed out in the appendix.

2

Overview


3

Contents

Chapter 3: Understanding the Market3.1 Structural drivers 44

Key demographic, social, economic indicators and exchange rates influencing the outbound travel market

3.2 Consumer trends 48General and travel-related trends in this source market

3.3 Booking and planning 52How French travellers plan and book their trips to the UK, and their holidays in general

3.4 Reaching the consumer 55An overview of the media landscape in this source market,and main sources of influences for people planning a holiday

Chapter 4: Access and Travel Trade4.1 Access 62

How visits to the UK were made, and an overview of theair connections between this source market and the UK

4.2 Travel trade 66What the travel trade in market looks like and useful tipsto work with travel agents and other main players

4.3 Caring for the consumer 73Tips to understand French travellers and best caterto their needs

Appendix: Working with VisitBritain 75

Useful resources 78

Definitions, sources and information on this report 80

Executive summary 4

Chapter 1: Market statistics1.1 Key statistics 10

Tourism context, UK inbound overview, key figures on journey

purpose, seasonality, duration of stay and accommodation

trends, travel companions, repeat visits and visit types

1.2 Getting around Britain 17

Where visitors stayed in the UK, places they visited,

and internal modes of transport

1.3 Visitor demographics 22

Demographic profile on French visitors (age, gender)

1.4 The UK and its competitors 26

How visits to the UK compare to main competitor

destinations, and long-term trend and forecasts

Chapter 2: Experiences and perceptions2.1 Inbound activities 29

What activities French visitors undertook in the UK

2.2 Welcome and recommending Britain 36

How welcome departing visitors felt in Britain, and how likely

they were to recommend a visit

2.3 Perceptions of Britain 37

How people in this source market see Britain,

and how it compares to other destinations


Executive summary

4


Chapter summary

• The French outbound market is forecasted to account for

almost 82 million trips abroad with at least one overnight stay

by 2028. The UK was the third most popular destination

behind Spain and Italy for such trips in 2018.

• The French rank globally in 5th place for international tourism

expenditure with more than US$47.9bn.

• France was the second largest and third most valuable

inbound source market by visitor spend for the UK in 2018.

• Ireland (41%), Spain (30%) and Germany (23%) were the most

considered competitor countries by French visitors to Britain.

• The French source market has a good seasonal spread with

Q2 (April-June) the strongest quarter, just ahead of Q1.

• London is the leading destination for a trip to Britain, but South

West and East and Scotland are also popular based on the

nights spent in the UK in 2018

5

1: Inbound market statistics

Source: International Passenger Survey by ONS, Oxford Economics, UNWTO, VisitBritain/IPSOS 2016

2018:£1.4bn

spend in UK


Chapter summary

• Shopping, dining in restaurants and going to

the pub feature among the most popular

activities of French visits in the UK.

• Sightseeing, built heritage and museums and

art galleries in particular are also important

attractions.

• When on holiday or visiting friends/relatives in,

many French like to socialise with locals.

• Many French holidaymakers allow time for the

outdoors e.g. to visit parks and gardens in the

UK.

• 97% of departing French visitors are either

‘Likely’ or ‘Extremely’ likely to recommend

Britain for a holiday or short-break.

6

2: Experiences and perceptions

Source: International Passenger Survey by ONS, Anholt Nation Brands Index powered by Ipsos 2018

The French rank the UK

3rd for culture out of 50 countries


Chapter summary

• The most influential source for destination choice for French visitors

are friends, family and colleagues followed by travel guidebooks

and information from search engines and websites providing

traveller reviews.

• A large proportion of French holiday visitors tend to start thinking about

their trip early with 42% doing this as early as half a year or more in

advance. More than half book their trip within two months before

arrival.

• More than half of French travellers book part or all of their leisure trips

online. However, when they booked accommodation and transport

combined, about one in five visitors made the booking face-to-face.

• Natural features are a the most stated reason (by three in five French)

to return to the same holiday destination.

• Almost two in five of the French state some degree of influence of

literary, movie or TV locations on their holiday destination choice.

7

3: Understanding the market

Source: Oxford Economcis, VisitBritain/IPSOS 2016, Flash Eurobarometer 432 by EC 2016, Le Quotidien du Tourisme: “En 2018, 66% des Français ont effectué un séjour touristique”

published 12 March 2019 citing Raffour/Interactif.

>50%of French visitors

booked their trip to Britain within 2 months before

arrival

http://www.quotidiendutourisme.com/tendances/en-2018-66-des-francais-ont-effectue-un-sejour-touristique/185058


Chapter summary

• Access to Britain is easy. 44% of French visits arrive by plane,

followed by 39% of French visits made via the Channel Tunnel

(which links the UK and France) by rail or car, 21% come by ferry.

• The volume of French visits arriving by plane overtook arrivals

through the Channel Tunnel in 2017 and has led since.

• Annual airline seat capacity from France to Britain grew from 2014

to 2017 but fell in 2018. Many airlines operate flights from France to

Britain with easyJet, British Airways, Ryanair and Air France

accounting for 85% of annual seat capacity in 2018.

• The French travel market is very complex and fragmented.

• French travellers tend to prepare their trip well in advance on the

Internet before turning to travel agents or the operators’ direct

channels. The share of online bookings to close destinations and for

less complex trips has increased. 79% of the French prepare their

trip online and 55% have made reservations online for their trip.*

8

4: Access and travel trade

Source: Apex 2019, Le Quotidien du Tourisme: “En 2018, 66% des Français ont effectué un séjour touristique” published 12 March 2019 citing Raffour/Interactif.

39%were made via the

Channel Tunnelin 2018

44%French visits arrived

by plane



Inbound market

statistics

Chapter 1:

9


Key insights• France is the UK’s second largest source market in terms of

visits and third most important for visitor spending (2018).

• 52% of spending came from holiday trips and 21% from

visits to friends and/or relatives in 2018.

• Q2 (Apr-June) usually sees the highest number of visits.

• London is the leading destination for a trip to the UK but

South West, South East and Scotland are also popular based

on the nights spent in the UK in 2018.

• The most popular activities undertaken by French travellers

in the UK include shopping, dining, going to the pub,

sightseeing, visiting parks and gardens, visiting museums

and art galleries as well as castles and historic houses.

• 11% of French visits were bought as part of a package or an

all-inclusive tour, slightly above the all-market average.

• In 2018 the number of business trips was about 300,000

visits short of the peaks of > 1 million last seen in 2006.

10

Chapter 1.1: Key statistics

Source: International Passenger Survey by ONS, Oxford Economics

The UK was 3rd

most popular destination for

French outbound travel (2018)


1.1 Key statistics: global context and 10 year trend

11

Source: International Passenger Survey by ONS, UNWTO, Oxford Economics

Measure 2018

International tourism

expenditure (US$bn)47.9

Global rank for international

tourism expenditure5

Number of outbound

overnight visits (m)54.5

Most visited destination Spain

Global context Inbound travel to the UK overview

Measure Visits

(000s)

Nights

(000s)

Spend

(£m)

10 year trend +2% -6% +32%

2008 3,636 20,179 1,053

2009 3,784 19,008 1,151

2010 3,618 18,614 1,142

2011 3,633 18,705 1,166

2012 3,787 18,877 1,513

2013 3,974 19,253 1,368

2014 4,114 21,386 1,434

2015 4,171 22,540 1,493

2016 4,064 21,778 1,372

2017 3,956 20,823 1,425

2018 3,693 18,873 1,386

Share of UK total

in 20189.7% 7.1% 6.1%


1.1 Key statistics – volume and value

12

Source: International Passenger Survey by ONS, *provisional data for January-March 2019

**small base – may only be used as indicative

Measure 2018 Change

vs. 2017

Rank out of

UK top

markets

Visits (000s) 3,693 -7% 2

Nights (000s) 18,873 -9% 2

Spend (£m) 1,386 -3% 3

Inbound volume and value Nights per visit, spend

Averages by

journey purpose

in 2018

Nights

per

visit

Spend

per

night

Spend

per

visit

Holiday 4 £102 £437

Business 3 £120 £340

Visiting Friends/

Relatives6 £43 £262

Study** 56 £19 £1,083

Misc. 5 £106 £542

All visits 5 £73 £375

Visits from France to the UK continued to decline in the

first quarter of 2019, the eigth consecutive quarter of

decline for volume of visits. The UK welcomed 869,000

visits from France in Jan-Mar 2019 (-9% on Jan-Mar

2018), with French visitors spending a total of £285m

in the same timeframe (-9% on Jan-Mar 2018).*


1.1 Key statistics: journey purpose

13

Source: International Passenger Survey by ONS

Journey purpose 2018

France All markets

• French holiday visits set a record of almost 2 million

visits in 2014, but have not managed to keep up with

this peak in subsequent years.

• In 2018 the number of business trips was still about

300,000 visits short of the peaks of more than

1 million business visits last seen in 2006, a gap

which has widened again in the most recent years.

45%

20%

31%

1%4%

40%

22%

31%

1%5%

Holiday Business VFR Study Misc.

Sh

are

of

vis

its

Journey purpose trend (visits 000s)

• 45% of all visits to the UK from France were made

for holiday purposes, followed by 31% of visits

made to visit friends and/or relatives in 2018.

• Holiday and VFR visits continue to lead in terms of

volume of visits from the French market, despite

declines in the latest year. In 2018, 73% of

spending came courtesy of holiday visitors and

visits to friends and/or relatives; business visitors

contributed 18%.

1,644

740

1,128

38 144

0

500

1,000

1,500

2,000

2,500

Holiday Business VFR Study Misc.


1.1 Key statistics: seasonality

14


Seasonality 2018

France All markets

• In 2018, 27% of visits from France to the UK were

made in the second quarter closely followed by 26%

in the first quarter. The summer quarter, which is high

season for many other markets, saw a below average

share of French visits with 23%. Almost 1 in 5 visits

from France were made in the last quarter.

• Visits in the first two quarters have produced the

highest volume of visits in recent years. The volume

of visits declined across all quarters in the latest year

(2018) with the second quarter showing the sharpest

decline.

26% 27%

23%24%

21%

27%28%

24%

Jan-Mar Apr-Jun Jul-Sep Oct-Dec

Sh

are

of

vis

its

Seasonality trend (visits 000s)

959985

848901

0

200

400

600

800

1,000

1,200

1,400

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

Jan - Mar Apr - Jun Jul - Sep Oct - Dec


1.1 Key statistics: length of stay and accommodation

15


Accommodation stayed in, 2018

(nights, %share)

• Short trips of 1-3 nights and 4-7 nights are the most

popular duration of stay amongst French visitors,

followed by visits made just for the day.

• Two forms of accommodation dominate the picture

with 41% of nights spent staying for free with relatives

or friends. 29% of nights are spent at a ‘hotel/guest

house’. Rented houses/flats and hostels/university or

school accommodation are also popular making up

9% and 8% respectively in 2018.

Duration of stay trend (visits 000s)

41%

29%

9%

8%

4%

3%

2%2%2%

Free guest with relatives or friends Hotel/guest house

Rented house/flat Hostel/university/school

Bed & Breakfast Paying guest family or friends house

Other Camping/caravan

Own home Holiday village/Centre

333

1,704

1,223

301 132 0

500

1,000

1,500

2,000

Nil nights 1-3 nights 4-7 nights

8-14 nights 15+ nights


7%

17%

5%

2%3%

11%

6%

13%

3%

12%

6%

8%

Business Holiday VFR Study Misc. All journeypurposes

France All markets

1.1 Key statistics: repeat visits and package tours

16

International Passenger Survey by ONS. *2015, excluding UK nationals; **See definition of a package holiday in appendix

Proportion of overnight holiday visitors to

the UK who have been to the UK before*

Proportion of visits that are bought as part

of a package or all-inclusive tour in 2018**

67%

80%

62%59% 58%

63%

Europe Belgium Spain Italy France All markets

• 58% of holiday visits from France to the UK in 2015 were made by repeat visitors (excl. UK nationals). These repeat

visitors came on average two or three times (a medium average visit frequency compared to other markets) and

spent on average £921 in the UK in the past ten years.

• The highest proportion of repeat visitors were among those coming for buisness purposes (91%) or to visit friends

and/or relatives who live in the UK (89%).


Region Nights stayed

(000)

Visits

(000)

Spend

(£m)

Total 18,874 3,694 1,385

Scotland (SC) 1,985 318 209

Wales (WA) 339 71 21

Northern Ireland (NI) 147 21 8

London (LDN) 8,074 1,835 703

North East (NE) 146 38 9

North West (NW) 840 169 57

Yorkshire (YO) 506 100 41

West Midlands (WM) 840 147 44

East Midlands (EM) 468 62 19

East of England (EoE) 1,076 179 44

South West (SW) 2,380 207 64

South East (SE) 2,059 492 141

Nil nights (Nil) N/A 333 21

1.2 Getting around Britain

17

Nights (% share)


Annual visits to the UK (2018)


1.2 Getting around: regional spread and top towns and cities

18

Source: International Passenger Survey by ONS, VisitBritain/IPSOS 2016, base: visitors

Town Visits (000s)

London 1,835

Edinburgh 251

Manchester 80

Glasgow 64

Brighton/Hove 61

Top towns and cities visited 2018 • London is the leading destination for a trip to Britain,

accounting for 43% of visitor nights, but South West

and East and Scotland are also popular based on the

nights spent in the UK in 2018.

• French visits have a slightly below average propensity

to feature rural and coastal areas of Britain. Holiday

visits are most likely to feature activity in such areas.

• 11% of visits from France were bought as part of a

package or an all-inclusive tour, slightly above the

average in comparison to the all market average.

With 17% of holiday visits bought in this way, they

make up the largest share out of all journey purposes

bought as part of a package or an all-inclusive tour in

2018. 89% of French visits to the UK were organised

independently in 2018.

Regional spread 2018

11%

2%

43% 44%

0.8%

9%

2%

42%46%

1%

Scotland Wales London Rest OfEngland

NorthernIreland

Sh

are

of

nig

hts

France All markets


1.2 Getting around: visits to coast, countryside and villages

19

Source: International Passenger Survey by ONS 2016

13%

10%

18%

14%

17%

13%

12%

9%

17%

12%

14%

12%

All journey purposes: Went to countryside or villages

All journey purposes: Went to the coast or beaches

Holiday: Went to countryside or villages

Holiday: Went to the coast or beaches

VFR: Went to countryside or villages

VFR: Went to the coast or beaches

France All markets

Propensity to visit coast, countryside and villages


1.2 Getting around: use of internal modes of transport

20

Source: International Passenger Survey by ONS 2018; most lorry drivers were not asked this question, and as a consequence, are not taken into account in the

results for ‘car/vehicle you/group brought to the UK

Propensity to use internal modes of transport

1%

48%

23%

27%

9%

5%

2%

5%

1%

1%

1%

50%

15%

21%

8%

4%

2%

4%

1%

1%

Domestic flight

Bus, Tube, Tram or Metro Train(within town/city)

Train (outside town/city)

Taxi

Uber

Public bus/coach (outsidetown/city)

Private coach/minibus (forgroup only)

Hired self-drive car/vehicle

Car/vehicle you/group broughtto the UK

Ferry/boat

France All markets


12%

65%

14%

19% 19%22%

8%

44%

13%

5%

26%

52%

27%31%

36%

29%

24% 25%27%

15%

Pre During Pre During Pre During Pre During Pre During

Transport withinLondon

Train travel Airport transfer Coach travel Car hire

France All markets

1.2 Getting around: purchase of transport and package tours

21

Source: VisitBritain/IPSOS 2016, base: visitors.

Transport services purchased before or

during trip (%) • About half of French visits involve the use of

public transport in towns/cities. Outside of

towns/city areas they are often less likely than the

all market average to use the other transport

options surveyed.

• The majority of French respondents buy their

tickets for transport in Britain whilst they are here

(with the exception of internal flights), especially

Tube and coach travel tickets. Airport transfers

are the method of transport which is most likely to

be pre-booked with 19% of visitors reserving

them in advance.


Visitor characteristics

• Whilst almost two in five visits from France are made

by visitors under the age of 35, the share of those in

more senior age groups is growing.

• Most of French visits to the UK were made by French

nationals(82%) and 12% by British nationals.

• 9% of French visits were made as part of a tour

group, often by young travellers e.g. on school or

university trips.

• The largest proportion of French visitors who came to

the UK reside in the Île-de-France area, Hauts-de-

France or the southern regions of Occitanie and

Auvergne-Rhône-Alpes.

• Business visitors are more than twice as likely to be

male than female.

• Almost three-in-five holiday visitors are making a

repeat visit to Britain (excl. UK nationals).

22

1.3 Visitor demographics

Source: International Passenger Survey by ONS, 2014 (residence of visitors), 2018 (all other data),

*2015, excluding British nationals

58%of French

holiday visitors have been to the

UK before*


412

377

439

388

386

445

444

393

397

370

532

510

383

338

207

504

445

546

468

525

503

564

516

505

485

500

458

505

529

533

668

767

782

749

747

717

730

768

818

871

853

857

813

861

707

704

701

769

702

736

786

710

696

775

877

839

942

924

757

704

539

576

653

579

622

655

629

605

668

746

744

723

746

726

723

297

325

361

378

430

478

367

434

401

409

396

441

403

470

423

131

133

143

139

190

197

175

216

220

217

250

235

286

252

297

1

1

0

1

3

58

0% 20% 40% 60% 80% 100%

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

2015

2016

2017

2018

0 -15 16-24 25-34 35-44 45-54 55-64 65+ Not Known

1.3 Visitor demographics: gender and age groups

23


Gender ratio of visits (2018): Age group trend (visits in 000s)

44%

41%

54%

57%

France

All markets

Female Male

Gender ratio of visits from France by

journey purpose (2018):

70%

52%

48%

45%

52%

29%

46%

51%

55%

47%

Business

Holiday

VFR

Study

Misc.

Male Female


1.3 Visitor demographics: travel companions

24

Source: International Passenger Survey by ONS, 2017, Who accompanied you on your visit to the UK, excluding UK residents you may have visited during your trip?

Who have French visitors to the UK travelled with?

35%

29%

9%

12%

4%

9%

16%

43%

28%

9%12%

5%4%

13%

Travelling on own Spouse/partner Adult friend(s) Adult familymember(s)

Businesscolleague(s)

Part of a tour group Child(ren) - any

France All markets


High

Medium

Low

Visits in 000s | % share of visits

25

1.3 Visitor demographics: origin

Source: International Passenger Survey by ONS, CIA World Factbook 2019

Visits to the UK in (000) 2014

• The largest proportion of French visitors

who came to the UK reside in the Île-de-

France area, Hauts-de-France or the

southern regions of Occitanie and

Auvergne-Rhône-Alpes.

• The largest urban area in terms of

inhabitants by far is the French capital

Paris followed by Lyon, Marseille-Aix-en-

Provence, Lille, Toulouse and Bordeaux

Unknown:

453


Market size, share and growth potential

• The UK was the third most visited destination

by French travellers in 2018, behind Spain and

Italy.

• Forecasts suggest there is the potential for 25%

growth of arrivals from France to the UK over

the next decade between 2018 and 2028.*

• Despite the increase of arrivals from France,

the UK is predicted to lose market share over

the next few years compared to its close

competitor set.

• Of those who came to Britain for a holiday, 41%

considered Ireland, 30% Spain and 23%

Germany as an alternative holiday destination.

• 87% of the 196.1 million trips taken for private

travel by the French aged 15 or above were

domestic within Metropolitan France in 2017.

26

1.4 The UK and its competitors

Source: Oxford Economics, VisitBritain/IPSOS 2016, Ministère de l’Économie et des Finances/DGE 2019: Memento tourisme edition 2018,

* Oxford Economics forecasts with VisitBritain adaptations

The UK ranks 3rd

for French outbound overnight trip destinations

by volume


1.4 The UK and its competitors

27

Source: Oxford Economics for competitor set based on overnight visits,

’Historic and potential visits‘ displays total visits based on International Passenger Survey historic data and Oxford Economics forecasts with VisitBritain adaptations

The UK’s market share of French visits

among competitor set

Historic and potential visits to Britain (000s)

4,618

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

4,500

5,000

1995 1998 2001 2004 2007 2010 2013 2016 2019 2022 2025 20282%

2%

3%

3%

6%

16%

25%

42%

2%

2%

3%

3%

7%

13%

28%

43%

2%

2%

3%

3%

6%

12%

22%

48%

Ireland

Austria

Switzerland

Netherlands

Germany

United Kingdom

Italy

Spain

2028 2018 2008


Experiences and

perceptions

Chapter 2:

28


• Almost three in five French visits involve shopping; more than half feature dining in restaurants. Going to the pub is also very popular.

• 63% of French holiday visits involve sightseeing and around half allow for visiting museums or art galleries or time in parks and gardens and almost as many go to castles or historic houses.

• More than one in four French on holidays in the UK like to socialise with locals or go on a guided tour.

• Many French enjoy walking in the countryside or go to the coast while here.

• Almost 35,000 French visits per annum feature time watching live football.

• 97% of French visitors are either ‘Very’ or ‘Extremely’ likely to recommend Britain for a holiday or short-break.

Top 10 activities for French visitors during their visit to the UK

1. Going shopping

2. Dining in restaurants

3. Going to the pub

4. Sightseeing famous monuments/ buildings

5. Visiting parks or gardens

6. Visiting museums or art galleries

7. Socialising with locals

8. Visiting castles or historic houses

9. Visiting religious buildings

10.Walking in the countryside

29

2.1 Inbound activities

Source: International Passenger Survey by ONS, rankings based on 2007-2018 data

For more information on activities, please consult:visitbritain.org/activities-undertaken-britain

https://www.visitbritain.org/activities-undertaken-britain



30


Propensity to visit museums and

galleries

Propensity to visit built heritage sites

28%

6%

48%

23%

30%

6%

51%

19%

All journey purposes: visitedmuseums and art galleries

Business: visited museums and artgalleries

Holiday: visited museums and artgalleries

VFR: visited museums and artgalleries

France All markets

28%

20%

6%

4%

48%

35%

23%

18%

26%

20%

4%

3%

46%

33%

18%

14%

All journey purposes: visitedcastles/historic houses

All journey purposes: visited religiousbuildings

Business: visited castle/historic houses

Business: visited religious buildings

Holiday: visited castles/historic houses

Holiday: visited religious buildings

VFR: visited castles/historic houses

VFR: visited religious buildings

France All markets



31

Source: International Passenger Survey by ONS, 2016 (performing arts) and 2013 (watch sport live)

Propensity to attend the performing arts Number who went to watch sport live

during trip (000s)

14%

4%

2%

1%

8%

3%

9%

3%

7%

10%

10%

3%

2%

1%

8%

2%

7%

2%

6%

6%

Holiday: went to the…

Holiday: attended a festival

Business: went to the…

Business: attended a festival

VFR: went to the…

VFR: attended a festival

All journey purposes: went to…

All journey purposes: attended…

All journey purposes: attended…

Holiday: attended a live music…

France All markets

34.8

1.0

13.1

6.5

1.0

Football Golf Rugby Cricket Horse racing



32

Source: International Passenger Survey by ONS, 2016 (visiting parks and gardens and a national park), 2010 (walking along the coast) and 2007 (walking in the countryside)

Propensity to go for a walk or cycle Propensity to visit a park or garden

or national park

20%

1%

8%

28%

2%

11%

26%

2%

11%

19%

1%

8%

27%

2%

10%

27%

1%

9%

All journey purposes: Walking in thecountryside

All journey purposes: Cycling

All journey purposes: Walking along the coast

VFR: Walking in the countryside

VFR: Cycling

VFR: Walking along the coast

Holiday: Walking in the countryside

Holiday: Cycling

Holiday: Walking along the coast

France All markets

32%

50%

32%

6.62%

11.31%

31%

49%

27%

6%

9%

All journey purposes: Visiting parks orgardens

Holiday: Visiting parks or gardens

VFR: Visiting parks or gardens

All journey purposes: Visiting a NationalPark

Holiday: Visiting a National Park

France All markets


42%

32%

48%

32%

49%

45%

40%

29%

42%

28%

51%

42%

All journey purposes: went to pub

All journey purposes: socialising with the locals

Holiday: went to pub

Holiday: socialising with the locals

VFR: went to pub

VFR: socialising with the locals

France All markets


33

Source: International Passenger Survey by ONS 2008 (dining in restaurants) and 2017 (all other activities)

Propensity to go to a pub, and to

socialise with locals

Propensity to go to restaurants or bars

and night clubs

61%

12%

49%

70%

15%

62%

14%

53%

12%

43%

57%

13%

58%

14%

All journey purposes: dining in restaurants

All journey purposes: went to bars or night clubs

Business: dining in restaurants

Holiday: dining in restaurants

Holiday: went to bars or night clubs

VFR: dining in restaurants

VFR: went to bars or night clubs

France All markets


21%

69%

61%

54%

21%

71%

59%

57%

Business: went shopping

Holiday: went shopping

VFR: went shopping

All journey purposes: wentshopping

France All markets


34

Source: International Passenger Survey by ONS, 2017 (shopping) and 2013 (purchase of selected items)

Propensity to go shopping Propensity to purchase selected items

(%)

41%

10%

9%

12%

13%

9%

24%

5%

3%

3%

16%

38%

38%

8%

6%

9%

11%

8%

32%

4%

3%

4%

18%

35%

Clothes or Shoes

Personal accessories e.g. jewellery

Bags, purses etc

Cosmetics or toiletries e.g. perfume

Books or stationery

Games, toys or gifts for children

Food or drink

CDs, DVDs, computer games etc

Electrical or electronic items e.g. camera

Items for your home e.g. furnishing

Other holiday souvenir (not mentioned…

None of these

France All markets



35

Source: International Passenger Survey by ONS, 2017 (literary, music, TV or film location) and 2018, Did you go on any English language courses during this visit?

Displayed as % of all visits in this market, visits incl. participation in an English language course might be based on a small sample.

Propensity to participate in an English

language course during a visit to the UK

1%

2%

1%

3%

1%

3%

2%

% of all visits

Belgium France Germany Italy

Netherlands Spain All markets

5%

9%

5%

8%

All journey purposes: visited literary, music,TV, or film locations

Holiday: visited literary, music, TV, or filmlocations

France All markets

Propensity to visit a literary, music, TV

or film location


2.2 Welcome and recommending Britain

36


Feeling of ‘welcome’ in Britain Likelihood to recommend Britain

78%

19%

3%0% 0%

82%

15%

2% 0% 0%

VeryWelcome

Welcome Neither Unwelcome VeryUnwelcome

France All market average

79%

19%

2%0% 0%

82%

15%

2%0% 0%

Extremelylikely

Likely Neutral Unlikely Not likely atall

France All market average


• The French rate the UK highly for contemporary culture, vibrant

cities, historic buildings and sport, but less for welcome and scenic

natural beauty; the UK was rated 16th and 31st out of fifty nations

respectively on these two attributes in 2018.

• Museums and music are the cultural products or services most

strongly associated with the UK among the French.

• A trip to the UK would be expected to be ‘Educational’, and

‘Exciting’ and ‘Fascinating’ in equal measure by the French.

• Australia, USA and Italy are the destinations that the French

consider the ‘best place’ for delivering on their holidays needs.

• Areas of strength for Britain include the ease of getting around,

good shopping, being a place to see ‘famous sites’ and for ‘lots of

history’; few consider Britain as the best place for ‘food & drink’.

• Activities that appeal to potential French visitors include riding the

‘Hogwarts Express’, taking a canal boat tour in England, spotting

wildlife in the Scottish Highlands, taking a food tour at one of

London’s foodie markets and visiting Windsor Castle.

37

2.3 Perceptions of the UK

Source: Anholt Nation Brands Index, powered by Ipsos 2013 and 2018, VisitBritain/IPSOS 2016, Arkenford 2013

Areas of strength for the UK:

Contemporary culture, vibrant cities, sport and

heritage



38

Source: Anholt Nation Brands Index, powered by Ipsos 2018

Measure French

respondents

All

respondents

Overall Nation Brand 4 3

Culture (overall) 3 4

The country has a rich cultural heritage 6 7

The country is an interesting and exciting place for contemporary culture such as

music, films, art and literature4 4

The country excels at sports 5 5

People (overall) 14 6

If I visited the country, the people would make me feel welcome 16 15

Tourism (overall) 6 4

Would like to visit the country if money was no object 9 5

The country is rich in natural beauty 31 24

The country is rich in historic buildings and monuments 5 5

The country has a vibrant city life and urban attractions 5 4

The UK’s ranking (out of 50 nations)


13%

15%

25%

25%

29%

30%

37%

39%

39%

47%

8%

9%

24%

24%

29%

30%

39%

34%

45%

49%

Circus

Street Carnival

Sculpture

Opera

Pop videos

Modern Design

Sports

Films

Music

Museums

France All markets


39

Source: Anholt Nation Brands Index, powered by Ipsos 2018

Cultural associations Adjectives describing a potential trip to

the UK

5%

6%

7%

7%

8%

17%

17%

31%

31%

35%

4%

3%

6%

6%

5%

10%

13%

22%

22%

30%

Depressing

Risky

Stressful

Boring

Spiritual

Relaxing

Romantic

Exciting

Fascinating

Educational

France All markets



40

Holiday wants and % saying destination is best place for…

Source: VisitBritain/Arkenford 2013

Importance GB NL IT AU US GE6.11 Enjoy the beauty of the landscape 14% 17% 42% 62% 50% 11%

5.83 Get some sun 2% 4% 33% 53% 23% 2%

5.82 Offers good value for money 19% 19% 31% 11% 14% 18%

5.80 Enjoy local specialities (food and drink) 9% 10% 56% 15% 11% 12%

5.79 Do what I want when I want spontaneously 23% 10% 23% 22% 29% 6%

5.77 Explore the place 15% 11% 29% 41% 43% 6%

5.74 The people are friendly and welcoming 16% 24% 35% 30% 23% 17%

5.72 Have fun and laughter 22% 15% 24% 26% 35% 6%

5.70 Experience activities/places with a wow factor 14% 12% 31% 58% 58% 8%

5.66 Soak up the atmosphere 18% 15% 31% 40% 27% 8%

5.59 Do something the children would really enjoy 17% 14% 23% 29% 40% 15%

5.58 See world famous sites and places 30% 15% 55% 33% 51% 21%

5.52 Enjoy peace & quiet 8% 16% 15% 39% 12% 9%

5.50 Experience things that are new to me 10% 9% 14% 61% 53% 5%

5.48 Be physically healthier 15% 14% 16% 27% 22% 13%

5.48 Visit a place with a lot of history/historic sites 29% 12% 61% 13% 23% 18%

5.47 Broaden my mind/ Stimulate my thinking 25% 19% 30% 49% 44% 17%

5.46 Chill/ slow down to a different pace of life 8% 11% 16% 21% 16% 5%

5.41 Provides a wide range of holiday experiences 19% 15% 29% 55% 60% 14%

5.40 A good place to visit at any time of year 20% 15% 34% 36% 38% 15%

5.39 Feel connected to nature 10% 17% 25% 62% 27% 5%

5.38 Enjoy high quality food and drink (gourmet food 7% 11% 55% 9% 11% 13%

5.35 It offers unique holiday experiences 15% 14% 26% 62% 55% 12%

5.34 Have dedicated time with my other half 29% 24% 47% 43% 37% 23%

5.29 Get off the beaten track 9% 10% 13% 55% 34% 9%

5.25 Meet the locals 15% 14% 17% 32% 27% 13%

5.11 Easy to get around by public transport 34% 26% 24% 16% 33% 28%

4.88 Revisit places of nostalgic importance to me 20% 7% 28% 19% 21% 11%

4.72 Party 33% 24% 34% 34% 47% 16%

4.71 Do something environmentally sustainable/ green 20% 35% 19% 38% 28% 38%

4.58 Experience adrenalin filled adventures 16% 18% 17% 51% 50% 16%

4.54 Visit places important to my family's history 13% 8% 21% 18% 19% 14%

4.43 To participate in an active pastime or sport 19% 22% 28% 34% 29% 22%

4.42 Good shopping 39% 19% 32% 20% 51% 15%

4.33 Go somewhere that provided lots of laid on entertainment/nightlife 39% 34% 39% 39% 58% 28%

4.27 Meet and have fun with other tourists 26% 23% 52% 57% 30% 12%

4.25 Feel special or spoilt 21% 14% 35% 43% 52% 8%

3.88 Do something useful like volunteering to help on a project 29% 14% 9% 26% 23% 26%

3.62 Watch a sporting event 36% 17% 35% 24% 41% 29%

3.41 Fashionable destination 21% 11% 23% 47% 51% 8%


8%

9%

10%

12%

12%

13%

13%

16%

16%

17%

18%

18%

18%

19%

19%

21%

22%

22%

22%

22%

22%

23%

25%

42%

11%

4%

4%

4%

3%

4%

16%

24%

8%

6%

19%

18%

16%

14%

30%

46%

21%

24%

28%

14%

29%

23%

28%

46%

Easy to visit with children

Visit a film/TV location

Watching sport

Cost of staying in the destination

The climate / weather

Wide range of holiday activities

Meeting locals

Easy to get plan/organise

Accommodation (variety & quality)

Security / safety

A good deal

Try local food and drink

Contemporary culture

A mix of old and new

A culture different from own

Ease of getting to the country

Visiting friends or relatives

Somewhere English-spoken

Easy to get around

Countryside/natural beauty

Vibrant cities

Wanted to go somewhere new

Wide variety of places to visit

Cultural attractions

France All markets


41

Source: VisitBritain/IPSOS 2016, adjusted data, base: visitors (Market scores have been adjusted so that the

sum of all motivations for each market is equivalent to the global total, to enable meaningful comparisons)

Motivations for choosing Britain as a holiday destination


26%

30%

36%

32%

40%

53%

41%

38%

42%

47%

38%

30%

50%

32%

41%

40%

52%

42%

53%

47%

29%

31%

31%

31%

35%

39%

40%

44%

44%

46%

46%

47%

48%

49%

52%

52%

56%

59%

60%

62%

Follow a Gin Trail around London

Shop for vintage fashion and antiques

Relax in Bath spa's rooftop pool

Explore the Beatles Story in their home city of Liverpool

Take a street art tour in one of Britain's modern cities

Drive through the countryside of England

Shop for quirky gifts in a seaside town

Walk along Hadrian's wall in Northern England

Visit Madame Tussauds

Stay the night in a fairy-tale castle

Share stories over a pint with locals in a cosy rural pub

Go punting (pole boating) on the rivers of Oxford or Cambridge

Enjoy a traditional afternoon tea

Hunt for The Loch Ness Monster with a boat cruise on Loch Ness

Go hiking on the South West coast

Visit Windsor Castle where Harry and Meghan got married

A food tour of one of London's best foodie markets

Spot wildlife in the Scottish Highlands

Take a canal boat tour through the waterways of England

Ride the scenic ‘Hogwarts Express' (Harry Potter train) through the Scottish …

France All markets


42

Source: Anholt Nation Brands Index, powered by Ipsos 2018; Rankings based on market-level scores that have been adjusted so that the sum of all activities for each market is equivalent to the

all-market total, to enable meaningful comparisons, including across markets. Top 20 activities shown; for full list please see report at visitbritain.org/understanding-international-visitors

Sought-after Britain activities

http://www.visitbritain.org/understanding-international-visitors


Understanding

the market

Chapter 3:

43


• France has a population of slightly more than 67 million. The birth rate is

higher than in most other European countries.

• GDP per capita and growth rates are similar to the Eurozone average.

• There are 13 regions, some of which have been regrouped in 2016:

Auvergne-Rhône-Alpes, Bourgogne-Franche-Comté, Bretagne, Centre-

Val de Loire, Corse, Grand Est, Hauts-de-France, Ile-de-France,

Normandie, Nouvelle-Aquitaine, Occitanie, Pays de la Loire, Provence-

Alpes-Côte d'Azur.

There are also 12 overseas territories, such as Guadeloupe, Guyane,

Martinique, Mayotte, La Réunion, French Polynesia and New

Caledonia.

• The highest populated areas are the north and southeast as well as

cities led by Paris.

• The official language is French; English is taught as the first foreign

language in school.

• French employees receive an average of 25 days annual leave. A 35h-

week means that those who work more often take extra days off.

44

3.1 Structural drivers

Source: Oxford Economics, CIA World Factbook 2019, World Bank 2017, Capgemni World Wealth Report 2018 *cf. annex for definition

67.1mFrench

population


3.1 Structural drivers: general market overview

45

Key demographic and economic data

Measure (2018 data) France Eurozone

Population (m) 67.1 338.4

GDP per capita PPP (US$) 42,063 43,611

Annual average GDP growth

over past decade (%)0.9 0.9

Annual average GDP growth

in 2018 (%)1.7 1.9

General market conditions

• France was the second largest source market for the

UK in terms of visits and third most valuable for visitor

spending in 2018.

• The French economy continued to grow in 2018

despite an increase in taxes and strikes. GDP growth

is forecast to be similar to the Eurozone average in

2019, driven by falling unemployment and inflation,

increases in wages and strong fiscal support.

• There remain, however, external headwinds which act

as risks to the downside including a slowdown in

global demand, trade wars and other tensions.

• The French enjoy a high standard of living with GDP

per capita in purchasing power parity terms of more

than US$42,000, similar to the Eurozone average,

forecasted to increase in the years to come.

Indicator 2017 2018 2019 2020

Real GDP growth 2.4 1.7 1.3 1.4

Real consumer

spending growth1.6 0.9 1.2 1.6

Unemployment rate 9.1 8.8 8.3 8.2

Economic indicators (%)

Source:, Oxford Economics


3.1 Structural drivers: demographic and social indicators

46

Source: Oxford Economics, CIA World Factbook 2019, United Nations DESA/ Population division “World Population Prospects 2019“,

World Bank 2019, Capgemini World Wealth Report 2018 *definition in appendix, Insée “Bilan démographique 2018“

Measure 2018

estimate

Total population (m) 67.1

Median age41.5 years

old

Overall growth rate (2018-2022) 1.4%

• 80% of the French live in urban areas (World Bank

estimate).

• The French population is forecast to grow. The birth

rate has slightly declined over the last few years, but

France remains among the most fertile countries in

the EU with an average of two children per woman.

• The official language is French; English is taught as

the first foreign language in school.

• French employees receive an average of 25 days

annual leave. A 35-hours week means that those who

work in excess can often take extra days off.

• According to the Capgemini World Wealth Report

2017 there were 629,000 High Net Worth Individuals

(HNWI)* resident in France, representing an increase

of 9% on 2016. This represents Europe’s second-

largest and globally the fifth largest HNWI population

globally behind the US, Japan, Germany and China.

Indicator 1980 2015 2030 2050

Median age (in years) 32.4 41.2 44.1 45.9

Population dynamics

https://www.insee.fr/fr/statistiques/3692693


3.1 Structural drivers: exchange rate trends

47

Source. Bank of England

Exchange rate trends (cost of GBP in EUR)

1.09

1.00

1.10

1.20

1.30

1.40

1.50

1.60

1.70

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

Please find the most up-to-date exchange rate trend based on monthly averages at visitbritain.org/visitor-economy-facts.

https://www.visitbritain.org/visitor-economy-facts


• The French market saw a record participation in leisure

trips in 2018: 66% of the French aged 15 or above have

taken at least one such trip; in particular, short trips saw

a boost in 2018, too.

• More than half of French holiday-makers prepare or

book their holidays on a mobile phone or tablet.

• A similar proportion of are interested in slow tourism.

• The sharing economy is an important consumer trend in

the French market. 80% of Airbnb users tend to be under

35 years of age and 62% choose this type of

accommodation for its price.

• The ‘economy of trust’ is also a general trend in the

French market: a user with a complete online profile from

a well-known brand/community gets a trust level of 88%;

family and friends are trusted even more.

• Web-to-store strategies and Cross-channel Marketing

seem to be a trend that reconnects consumers and

travel agents.

48

3.2 Consumer trends

Sources: Le Quotidien du Tourisme: “En 2018, 66% des Français ont effectué un séjour touristique” published 12 March 2019, Opodo/Raffour Interactif - Jan-Feb 2017,

Credoc: Consommation et modes de vie – July 2016, Coachomnium: Les clients d’hotel & Airbnb – April 2016, BlaBlaCar/NYU/Stern Entering the Age of Trust 2016, TourMag

2015

79% of French holiday-

makers prepare their travel online.



3.2 Consumer trends: overall travel trends

49

Source: Ministère de l’Économie et des Finances/DGE 2019: Memento tourisme edition 2018, Le Quotidien du Tourisme: “En 2018, 66% des Français ont effectué un séjour touristique” published

12 March 2019,

Travel trends

• According to Raffour Interactif 66% of French aged 15

and above have taken leisure trips in 2018 – a record

participation in leisure trips since the barometer started

to measure them some 17 years ago. 38% of them

have taken at least one short trip in the same year –

also a new high for short trip participation of French

leisure travellers. 40% opted for a trip of long duration

(down 1%) in 2018 – those who took these trips were

seeking to immerse themselves in other cultures and

countries and take part in recreational activities.

• 87% of the 196.1 million trips taken for private travel by

the French aged 15 or above were domestic within

Metropolitan France in 2017. 25.2 million of the private

trips taken by them had destinations abroad in the

same year (up on 23.5 million private trips abroad in

2016) with an average duration of 8-9 nights.

• Almost four in five French trips taken for personal

motives went to European destinations. Spain, Italy,

Belgium & Luxembourg as well as the British Isles

accounted for most, followed by Portugal and Germany.

• Long-haul destinations: Whilst Canada and Mexico saw

year-on-year growth, French private trips to the US

contracted in 2017, as well as the volume to some

destinations in the Carribean. Trips to Asia and

Oceania also increased overall. Australia, which had

seen a slow year for French private trips in 2016,

bounced back with strong growth in 2017. Japan and

China also did well among these destinations.

• Raffour Interactif found that 79% of French

holidaymakers have prepared their leisure trips online

(via a desktop or laptop, a smartphone or tablet).

Reasons for this increasing trend include the growing

importance of mobile tourism, a tendency towards more

but shorter trips, very competitive offers and the option

of extensive price comparisons.



Motivation and attitudes to holidays

• The economic situation of French holidaymakers shows

a tendency of higher impact on their behaviour than the

European average, e.g. with a reduction of spend rather

than cutting holidays entirely. (Flash Eurobarometer 432

by EC).

• When choosing a destination 68% of French holiday-

makers want ‘unique experiences’ and ‘learning

something new’ and 56% of them look to immerse

themselves in a foreign culture.

• 53% of French showed interest in slow tourism stating in

2017 that they would prefer to take their time when they

explore a country, region or city in line with a rise in

sustainable tourism in Europe.

• Destinations like Britain (outside London), Ireland and the

Scandinavian countries tend to attract travellers seeking

holidays off the beaten track, with an appetite for

countryside, culture and heritage with a twist. They often

tend to have an above-average income and education.

3.2 Consumer trends: motivation and attitudes to holidays

4.2

3.1

5.2

1.8

5.6

Short stays (1-3 nights)

Longer stays (4 nights +)

In metropolitan France

Abroad or to the DOMs

All types and durations

50

Source: Oxford Economics, GfK, Cofidis, Flash Eurobarometer 432 by EC 2016: During 2015, how many times did you travel for professional or personal reasons where you were away from home for a

minimum of one night?, Opodo/Raffour Interactif - Jan-Feb 2017, Carat CCS 2016 / TGI 2016. Vieille info tourisme: “Le slow tourisme ou l’art de prendre son temps pendant ses vacances” published 13

August 2019, Ministère de l’Économie et des Finances/DGE 2019: Memento tourisme edition 2018

Average number of trips away from home

by French aged 15 and over in 2017

https://www.veilleinfotourisme.fr/thematiques/tendances-et-recherches-en-tourisme/tendances/le-slow-tourisme-ou-l-art-de-prendre-son-temps-pendant-ses-vacances


Main reasons for going

on holiday (%)

51

Reasons to return to the same destination

for a holiday

• Asked for reasons which would make them come back, the

majority of the French tend to value natural features. Cultural and

historical attractions are also found to be key for more than 1 out

of 3.

• Amongst the main reasons for going on a holiday for French

travellers are: visiting family/friends/relatives, sun/beach,

nature, city trips and culture.

9%

12%

13%

26%

27%

31%

38%

39%

9%

14%

16%

31%

31%

37%

48%

40%

Specific events

Sport-related activities

Wellness/Spa/health treatment

Culture

City trips

Nature

Visiting family/ friends / relatives

Sun/beach

France EU28

32%

45%

24%

21%

20%

31%

6%

32%

58%

28%

28%

20%

36%

5%

The quality of the accommodation

The natural features

The general level of prices

How tourists are welcomed

The activities/services available

Cultural and historical attractions

Accessible facilities

France EU28

Source: Flash Eurobarometer 432 by EC 2016: What were your main reasons for going on holiday in 2015? Firstly? And then? and Which of the following would make you go back to the same

place for a holiday? Firstly? And then?

3.2 Consumer trends: reasons for holidays


• A large proportion of French holiday visitors tend

to start thinking about their trip early with 42%

doing this as early as half a year or more in

advance.

• 37% of bookings were made in the three to six

month window before the arrival to Britain;

however, more than half of French bookings

happened within two months before the trip.

• Most bookings to Britain were made online;

however, when travel and accommodation are

booked together, about one in five visitors made

the booking face-to-face.

52

3.3 Booking and planning

Source: VisitBritain/IPSOS 2016

>50%of French visitors booked within two months of their

arrival in Britain


3.3 Booking and planning: booking channels and ticket sales

53

Source: VisitBritain/IPSOS 2016, base: visitors (online survey)

How trips to Britain were booked Propensity to make a purchase before or

during trip

13%11% 10%

2%

13%

23%

10%

15% 15%

49%

30%

23% 24%

11%

28%

22%

28%

19%

31%

41%

Pre During Pre During Pre During Pre During Pre During

Theatre / Musical/ Concert tickets

Sporting eventtickets

Guidedsightseeing tours

in London

Guidedsightseeing tours

outside ofLondon

Tickets / passesfor other tourist

attractions

France All markets

• French visitors have become increasingly comfortable

with booking their trips to Britain online, especially when

they booked travel (i.e. transport to Britain).

• About one in five bookings were made face to face when

they booked a holiday arrangement (i.e. travel and

accommodation combined). This compares to the global

average of 27%.

• Prior to trip: The proportion of purchases of the above

items before the trip was below the all market average

across all categories amongst French respondents.

• During the trip: Half of the French bought tickets/passes

for other tourist attractions. Nearly one in four purchased

guided sightseeing tours outside of London.

France All markets

Travel only

Online 87% 85%

Face-to-face 10% 10%

By phone 1% 4%

Don’t know 1% 1%

Accommodation

only

Online 71% 70%

Face-to-face 5% 7%

By phone 4% 3%

Did not book/stayed with

friends/relatives19% 17%

Don’t know 1% 2%

Holiday

(travel and

accommodation)

Online 78% 64%

Face-to-face 17% 27%

By phone 2% 8%

Don’t know 3% 1%


3.3 Booking and planning: lead-times

54

Source: VisitBritain/IPSOS 2016, base: visitors

Decision lead-time for visiting • Two in five of the French visitors tended to start thinking

early about their trip to Britain, i.e. half a year or more in

advance of their journey; 29% did this three to six

months in advance.

• 67% made their decision to travel to Britain at least three

months prior to the actual journey (half of these six

months or earlier).

• Almost two in five French visitors looked at options and

prices between three and six months ahead of the trip

and 37% also made the booking in the same time

frame. One in four were more spontaneous and looked

at options between one and two months before the trip

and 14% within one month. 23% booked their trip to

Britain in the month leading up to the departure. This

shows a slightly higher tendency of French visitors to

make their booking closer to the departure than the all

market average.

• Most of the French visitors who booked travel and

accommodation separately booked it directly with the

service provider (80% and 65% respectively). 48% of

those who booked accommodation combined used a

travel agent/tour operator or travel comparnison

website.

France All markets

Starting to think

about trip

6+ months 42% 49%

3-6 months 29% 31%

1-2 months 18% 13%

Less than 1 month 8% 5%

Don’t know 3% 3%

Deciding on the

destination

6+ months 34% 32%

3-6 months 33% 38%

1-2 months 19% 19%


Don’t know 4% 3%

Looking at

options/ prices

6+ months 18% 21%

3-6 months 39% 37%

1-2 months 25% 27%


Don’t know 4% 4%

Booking the trip

6+ months 7% 14%

3-6 months 37% 32%

1-2 months 29% 28%


Don’t know 4% 5%


• The most influential source for destination

choice for French visitors are friends, family

and colleagues followed by travel guidebooks,

information from search engines and websites

providing traveller reviews.

• Whilst travel providers and online sources such

as social media are popular for researching and

making a destination choice, still two in five

French consult travel guidebooks.

• Almost two in five of the French state some

degree of influence of literary, movie or TV

locations on their holiday destination choice.

• French, on average, watch 3.36 hours of TV per

day and listen to the radio for 2.46 hours per

day.

55

3.4 Reaching the consumer

Source: Oxford Economics, VisitBritain/IPSOS 2016, Anholt Nation Brands Index 2017, Audience TV 2018/Mediametrie, Mediametrie 1260000

Radio Survey April-June 2019

Friends, family & colleagues

#1 Influence for the destination choice

of the French


Broadcast media• The French watch TV for 3.36 hours on average each

day. (Audience TV 2018/Mediametrie)

• National public TV channels which are part of the France

Televisions group: France 2; France 3, France 4, France

5 and France O. France 3 has channels in all regions of

France. France O is the channel for overseas territories.

• Commercial TV landscape: TF1 group (TF1; NT1, TMC,

HD1, LCI), M6 group (M6, W9, 6ter, Paris Premiere,

Teva), Canal + group (Canal +, Itele, C8, Cnews, Cstar),

NextRadioTV group (BFM TV), NRJ group (NRJ 12),

some local TV channels and teleshopping channels.

• Dedicated travel programmes: “Faut pas Rever” (France

3), “Thalassa” (France 3), “Echappées Belles (France 5),

“Rendez-vous en Terre Inconnue” (France 2) as well as

inter-cultural travel programmes on the German-French

cultural channel ARTE.

3.4 Reaching the consumer: broadcast media, radio and papers

Source: Audience TV 2018/Mediametrie , Mediametrie 1260000 Radio Survey April-June 2019, ACPM

diffusion presse 2018, CSA

Radio• 900 radio operators in France, over 100 major public or

commercial radio stations and large number of smaller

private ones. Hardly any of them have any dedicated travel

programme but they still offer good media opportunities and

they have apps for smartphones and tablets to increase their

audience reach. (CSA)

• 6.2 million French people listen to the radio everyday for

an average of 2.46 hours per day. (Mediametrie)

Newspapers• 97% of the French population read at least one

publication per month.

• The main publishing houses are gathered in Paris and

there are major regional dailies such as Ouest France

(circulation: 648,485).

• There are 9 national dailies and 66 regional dailies in

France. The biggest national newspapers include: Le

Figaro (circulation: 309,492 copies), Le Monde

(circulation: 288,435), Le Parisien (circulation: 193,428),

Les Echos (circulation: 129,089) and L’Equipe sports

newspaper (circulation: 249,875).

• Almost all newspapers have weekly travel or lifestyle

sections and/or supplements with travel content sourced

internally (often the result of press visits) or produced by

news agencies or freelance journalists.


Magazines• More than 300 major registered (ACPM) consumer

magazines in France (50.9 million French read a

magazine or a newspaper each month) with TV

magazines having the highest circulation (e.g. TV

Magazine: circulation of over almost 4.4 million).

• Geo (circulation: 181,915), National Geographic France

(circulation: 63,408), National Geographic Kids (10.793),

NG Traveller France (circulation 50,000 per quarter),

Grands reportages (circulation: 42,000), AR Magazine

(circulation: 20,000)

• Media trends:

• Rediscovery of men as a promising target group:

relaunch of GQ France, launch of Grazia Hommes, good

performance of The Good Life Magazine.

• Development of food magazines (wellbeing) with the

biggest growth of all publications for Vital Food magazine

(circulation: 57,476) and the launch of Madame Figaro

Cuisine and VeG magazine.

• Significant growth of family magazines

Online media• Print goes digital: 71% of French people (36.9 million people)

read at least one media brand on a computer, a laptop or a

tablet. The top 10 media brands all have over 5 million

readers on computers, 3.5 million readers on mobile and 2.5

million readers on tablet computers.

• Travel blogs and vlogs are developing fast with hundreds of

them available, most are amateur, but 20 to 30 travel

blogs/vlogs are now professional. All of them include social

media presences. Votretourdumonde.com and Madame-

Oreille.com are considered among the best travel blogs in

France.

• The importance of YouTube has increased over the last

couple of years in France and French vloggers are very

popular with millions of followers. Most of them are gamers

or humourists with a particularly engaged group of young

followers. Food vlogs are also increasingly popular.

3.4 Reaching the consumer: magazines and online media

Source: Mediametrie


3.4 Reaching the consumer: social media on holiday

58

Source: VisitBritain/IPSOS 2016, base: all respondents: Have you used social media in any of the following ways whilst on your last holiday to Britain (visitors) /on your last holiday to a foreign

destination (considerers)?

Use of social media on holiday • The social media channels most used in the French

market are Facebook, Youtube, Twitter, Google +,

Instagram and Snapchat.

• 35% like to keep in touch with their people at home

and 30% like to post/upload their holiday photos.

• 67% like to stay connected whilst they are on holiday

and 64% regard a smartphone as essential whilst they

are on holiday.

• 80% of French travellers love to take photos when

they are on holiday which is similar to many other

markets.

• 63% of French travellers have shared holiday photos

online or would like to do so and 48% have shared

holiday video content or would like to do so. Fewer

French respondents than the average from other

markets have already used location technology to find

places to visit (46%) and a further 32% are interested

in using it. 35% enjoy writing reviews on social media

of places they have been to on holiday and 44% place

trust in reviews on social media from other tourists

which in comparison to many other markets is below

average.

19%

20%

23%

25%

29%

29%

30%

39%

44%

7%

11%

14%

13%

17%

45%

19%

30%

35%

Share my own advice or recommendations about visitingwhere I am

Ask for advice on where to go or what to do

To help you plan / decide where to go or what to see orwhat to do

To let people know where I am at a given moment (e.g.checking in on Facebook)

Share with others where you are / what you are doingwhile on holiday

I have not used social media at all on this type of holiday

Look for recommendations for places to eat or drink

To post / upload photos of my holiday

To keep in touch with people at home

France All markets


6%

6%

9%

9%

11%

12%

12%

14%

14%

15%

15%

15%

16%

16%

17%

18%

18%

19%

19%

22%

25%

25%

26%

26%

30%

31%

33%

40%

3%

6%

4%

3%

4%

6%

6%

9%

6%

11%

6%

10%

11%

14%

28%

14%

19%

19%

20%

27%

24%

43%

30%

27%

36%

35%

42%

58%

Information in radio adverts

Travel programme on radio

Images / information on billboards / poster adverts

Seeing social media posts from celebrities talking about their holiday destinations

Images / information in TV adverts

Articles on an online encyclopaedia e.g. Wikipedia, Wikitravel

Images / information in adverts in a magazine or newspaper

Travel app

Images or videos from a photo/video sharing social network site

A special offer or price deal you saw advertised offline e.g. in a newspaper, magazine or on TV

Images / information in online adverts

Images or videos your friends or family have posted to social media

Direct advice from a travel agent/tour operator (face-to-face, over the phone)

A travel feature / article in a magazine or newspaper

An official tourist brochure for the country / city / region

An official tourist organisation website or social media site for the country or destination

Travel agent or tour operator brochure

A special offer or price deal you saw advertised online

Travel programme on TV

Travel blogs / forums

Travel agent or tour operator website

A travel guidebook

An accommodation provider/ hotel website

Talking to friends or family in your social network (e.g. via Facebook / Twitter)

Websites providing traveller reviews of destinations [e.g. TripAdvisor]

Looking at prices of holidays/flights on price comparison websites

Information from search engines [e.g. Google]

Talking to friends / relatives / colleagues

France All markets

3.4 Reaching the consumer: influences

59

Source: VisitBritain/IPSOS 2016, base visitors & considerers. Which of the following sources influenced your choice of destination? (Market scores have been adjusted so that the sum of

all influences for each market is equivalent to the global total, to enable meaningful comparisons)

Influences on destination choice


2%

6%

5%

7%

2%

9%

29%

35%

4%

6%

22%

16%

35%

22%

France

Allmarkets

Have visited, film/TV main reason Not visited, but interested. Film/TV main reason

Have visited, film/TV some influence Not visited but interested. Film/TV some influence

Have visited, film/TV no influence Not visited but interested. Film/TV no influence

Not visited and not interested

3.4 Reaching the consumer: influences

60

Source: Anholt Nation Brands Index 2017: Have you ever visited a film or TV location whilst on a holiday/vacation abroad? If yes: To what extent was the film or TV location a reason for you choosing to

take a trip to that destination? If no but would be interested: To what extent would a film or TV location be the reason for you choosing to take a trip to a specific destination?

Likelihood to visit a place featured in a movie, TV series or book


Access and travel

trade

Chapter 4:

61


4.1 Access: key facts

• 39% of French visitors travel to the United

Kingdom through the Channel Tunnel (70%

of them via Eurostar, 14% via coach and 13%

with their private vehicle).

• 44% of French visits to the UK were made by

plane. It is a short non-stop flight: usually

between 1-2 hrs flight time. Almost one in five

(17%) come to the UK across the sea, i.e. by

ferries crossing the Channel.

• Annual seat capacity grew between 2014 and

2017, but slipped by 4% in 2018.

• French visitors departing Britain by air pay

£13 in Air Passenger Duty.

• The regional spread of French visitors is

supported by the connectivity to many

regional airports in the United Kingdom.

• The small annual share of some regional

airports can be due to seasonal connectivity

e.g. only included in the summer schedule.

62

44% of French travel

to the UK is by

plane, 39% through

the Channel Tunnel.

Source: International Passenger Survey by ONS, Apex 2018, non-stop flights only, Eurostar 2018,

Direct Ferries 2018

Measure 2018

Weekly aircraft departures 977

Weekly aircraft seat capacity 142,109

Airports with direct routes in France 39

Airports with direct routes in Britain 23

Eurostar trains per day from Paris (average) 19

Weekly ferry crossings 781

Weekly Eurotunnel Shuttles 343

Access to Britain


4.1 Access: mode of transport

63


Visits by mode of transport Sea and tunnel travel (000s) in 2018

1,631

616

1,446

0

500

1,000

1,500

2,000

Vis

its

(0

00

)

Air Sea Tunnel

Annual share by mode (2018)

368

135

81

32

189

199

1,013

45

PrivateVehicle

Coach

Foot

Lorry

Vis

its

(00

0)

Tunnel Sea

44%

17%

39%

77%

13% 11%

Air Sea Tunnel

France All markets


4.1 Access: capacity

64

Source: Apex 2018: non-stop flights only

Annual airline seat capacity trends Airline seat capacity by carrier (2018)

34%

21%

17%

13%

9%

2%2% 3%

easyJet British Airways Ryanair Air France

Flybe Jet2 Vueling Other

7,389,653

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

8,000,000

9,000,000

2006 2008 2010 2012 2014 2016 2018

Dep

art

ing

se

ats


Destination airport annual seat capacity

Origin airport annual seat capacity

22%

20%

14%

8%

7%

6%

5%

4%

2%2%2%

9%

London - Heathrow London - Gatwick

London - Stansted Manchester International

London - Luton Edinburgh

Birmingham International Bristol

Liverpool John Lennon Southampton

London Southend Other

4.1 Access: capacity

65

Source: Apex 2018: non-stop flights only; Destination airports grouped in Other: London City, Newcastle, Glasgow International, Belfast International, East Midlands, Leeds/Bradford, Aberdeen, Cardiff,

Exeter International, Doncaster Sheffield, Guernsey, Lydd – London Ashford.

Origin airports grouped in Other: Carcassonne-Salvaza, Paris-Orly, Biarritz-Anglet-Bayonne, Montpellier-Mediterranee, Beziers Vias, La Rochelle-Laleu, Chambery, Dinard-Pleurtuit, Nimes-Garons,

Rennes-St Jacques, Perpignan-Llabanere, Poitiers-Biard, Tours-St Symphorien, Tarbes Ossun Lourdes, Bastia-Poretta, Ajaccio Napoleon Bonaparte, Figari-Sud Corse, Clermont-Ferrand-Aulnat, Caen-

Carpiquet, Brive-Souilac, Strasbourg, Quimper-Pluguffan, Avignon-Caum, Toulon-Hyeres, Rodez-Marcillac, Chateauroux, Brest Bretagne, Dole-Jura, Le Touquet

36%

16%8%

6%

6%

5%

3%

2%

2%

2%

14%

Paris - Charles De Gaulle Nice - Cote D'Azur

Toulouse - Blagnac Lyon - Saint Exupery

Marseille Bordeaux

Nantes Atlantique Limoges - Bellegarde

Grenoble-Isère Bergerac - Roumanieres

Other


• The French trade structure is quite complex and fragmented.

• Tour operators are mainly based in Paris.

• In France, all companies offering travel products and

services have to register with Atout France, the national body

responsible both for licensing of tourism products and

services as well as the promotion of France as a destination.

To date, 4,015 entities are officially registered as travel trade

companies. 26% of these companies are located in the

greater Paris region (SNAV, 2016).

• Tour Operators (also categorised as ‘producteurs’ or

producers) are classified as follows (SNAV, 2016):

− Generalists

− Specialists

− Group operators

66

4.2 Travel trade: general overview

Source: SNAV 2016

The Frenchtrade structure is complex and

fragmented.


4.2 Travel trade: French tour operators

67

Source: Echo Touristique

Top Ten Tour Operators Turnover €m Pax

Groupe Club Méditerranée 1,440 1,250,000

Pierre & Vacances Center

Parcs1,181 7,500,000

TUI France 620 NA

Transat France 441 375,000

Groupe Fram 394 NA

Groupe Voyageurs 362 NA

Thomas Cook France 334 NA

Odalys Vacances 246 2,300,000

NG Travel 210 203,283

Belambra 162 500,000

Top ten operators in France in 2015/16 The top 10 major tour operators

with a comprehensive Britain

programme are:


4.2 Travel trade: online travel companies

12,150

11,380

9,360 9,220

4,430 4,2303,670

3,340 3,040 2,980 2,820 2,670 2,560 2,510 2,470 2,440 2,410 2,260 2,200 2,140

unique visitors per month (000s)

68

Source: Echo Touristique/Mediametrie Jannuary 2019. Figures for Vente privée do not include connections to their mobile app., Le Quotidien du Tourisme: “En 2018, 66% des Français ont effectué un séjour

touristique” published 12 March 2019 citing Raffour/Interactif.

Top 20 online travel companies (desktop, mobile, tablet) in January 2019

• 55% of French booked all or part of their

holidays online in 2018 (50% in 2016).

• 79% of French who took a holiday or short

break researched it online.



4.2 Travel trade: French holidays

69

National public holidays in 2019

Public and local holidays

Date National Holiday

1 January New Year’s Day

22 April Easter Monday

1 May Labour Day

8 May VE Day

30 May Ascension Day

10 June Whit Monday

14 July Bastille Day

15 August Assumption Day

1 November All Saints Day

11 November Armistice Day

25 December Christmas Day

Date Local Holiday Federal State

19 April Good Friday Alsace and Moselle

26 December St Stephen’s Day Alsace and Moselle

Local Holidays in 2019


4.2 Travel trade: practical information

General practical information:

• Business hours are usually 09:00 – 19:00.

• When introduced expect to shake hands. Friends greet

each other by lightly kissing on the cheeks. Be careful of

using first names as they are usually reserved for family

and close friends. If your meeting is in French, please

make sure you address people as “vous” not “tu” on the

first appointment. You should wait until invited before

using someone’s first name and “tu”.

• Check your trip does not coincide with the summer

months and the Christmas holiday period. September is

always very busy as people come back from holidays.

This is also the month when IFTM Top Resa takes place

– avoid the week before and after. Tour operators tend to

prepare their spring/summer brochures in November/

December and their autumn/winter brochures in May/June.

• Dress code: Business dress tends to be conservative.

• Business Meeting Etiquette: Appointments are mandatory

and should be made one to two weeks in advance and

reconfirm the day before. Be punctual and allow for

flexibility around the duration of the meeting.

• Meetings are important to the French. They like to meet

the people they work with to build a relationship, a network.

First meetings are important for introductions. Further

meetings will be to maintain relationships, to discuss

business opportunities and make decisions. The French

tend to be direct, ask probing questions, analyse the

details of a proposal and raise issues they would like to

solve with debating skill. Try to avoid high-pressure sales

tactics. Agendas tend to be rarely used and not necessarily

be adhered to.

• French business behaviour emphasises courtesy, is

usually formal and tends to be hierarchical. Mutual trust

and respect is earned over time and close personal

business alliances are important.

• Face-to-face contact is preferred to written or telephone

communication. Honest and open discussion is

appreciated and professionalism, knowledge of products,

and the market is valued. After an oral agreement is

reached, a comprehensive, formal and precisely worded

contract is set up which is binding for both sides. Written

communication is formal. Small talk is usually kept brief.

• Make sure your printed material is available in French. If

you only have English material at least a cover letter or

introduction in French would be expected.

70


4.2 Travel trade: sales calls

Sales calls

The French trade structure is complex and fragmented. It

is made up of tour operators and travel agencies (online

and offline), with associations and social clubs playing an

important role. The travel trade in France is mainly

concentrated in Paris. Therefore, before you embark on a

sales visit to France, VisitBritain recommends that you

take the following steps:

• Provide the operators you are visiting with a

comprehensive information pack about your products in

French.

• On your return to Britain ensure that you follow up

quickly and renew contact regularly.

• The French trade look for speakers/sponsorship for

upcoming client events, co-marketing for the launch of

new programmes, at least one meeting per year, early

release of information about upcoming events ideally

12-18 months in advance to make sure it is on time to

be integrated in operators’ portfolios, training of tour

operator staff and travel agents (potentially through

webinars and online information) and access to an

image database. The information provided should be

relevant to the niche market they specialise in.

• Generally, operators start planning for their spring/

summer departures about 12-18 months in advance.

School trips are planned from spring of the previous

year and most departures will take place in the following

year between March and May, with a second wave in

July and August.

• Keep in touch with VisitBritain; let us know about your

progress. Regular market intelligence is essential for

our future plans and activities.

71


4.2 Travel trade: hospitality etiquette

72

Hospitality etiquette

If there is the opportunity it is definitely a good idea to

take your French business partner out for a meal – either

to build up a relationship or to thank for business given in

the past. Here are some practical tips to help you plan

this:

• Credit cards are usually accepted in all restaurants (only

double check with the small ones) VISA and Mastercard

are most accepted but in some restaurants American

Express cards are not accepted.

• Arrive on time and if possible, before the invitee, as

punctuality indicates reliability.

• If you order water you will be asked if you want mineral

still or sparkling; the ‘carafe d’eau’ (tap water) is another

common option, but maybe not for a business invitation.

• Bread is always served and you can order refills any

time.

• French normally drink wine with their meals, although not

always at lunch time.

• Service charge and VAT are included in the price,

therefore tipping is limited. Tips are only given if you are

happy with the service provided and rarely more than €5.


Caring for the Consumer:

• Expectation levels for standards and services are

high – any issues should be resolved promptly.

• The French appreciate documentation and brochures

in French.

• Local information and colour – pubs, heritage

(castles), gardens and shopping are appreciated.

• French travellers prefer to stay in mid-range

accommodation including bed and breakfasts, with

en-suite facilities. Country house hotels are popular

in France and a good benchmark for the value for

money levels expected.

• Youth travellers prefer to opt for youth hostels or

university accommodation as they tend to be more

price-sensitive.

• Food is one of the great passions of the French

people. French cooking tends to be highly refined

and involves careful preparation, attention to detail,

and the use of fresh ingredients.

• Although they like to change their habits during their

holidays (even when it comes to food), there are

some areas where the French will not make

concessions. Food and drink quality will always be

compared with France. Perceptions of British food

are below average although 16% cited trying local

food & drink as a motivation to travel to Britain.

• The three main meals are le petit-déjeuner

(breakfast), le déjeuner (lunch), and le dîner (dinner).

Although the midday meal is still the main meal in

rural areas, there is a tendency for families to eat the

largest meal in the evening. Meal times: On week

days, French go to lunch between 12pm and 2pm

and dinner is usually served from 7.30-8pm.

• Breakfast is a light meal of bread, cereal, yogurt, and

coffee or hot chocolate. Lunch and dinner generally

involve several courses, at minimum a first course

(entrée) and a main dish (le plat), followed by cheese

and/or dessert. They like to spend time over their

meals.

• The French will only begin eating after everyone’s

food has been served and after someone says 'bon

appétit'. In France it is polite to finish everything on

the plate and be warned that a nearly full wine glass

could indicate they do not want any more.

4.3 Caring for the Consumer

73

Source. Anholt Nation Brands Index, Arkenford 2013, VisitBritain/IPSOS 2016


Useful links and

further information

Appendix

74


We can help you extend your reach

through:• Digital and social media such as through

Twitter, our Facebook page – Love GREAT

Britain, or Pinterest.

• Press and PR by sending us your newsworthy

stories or partnering to host journalists,

influencers, and broadcast shoots

• Leisure, and the business travel trade via our

programme of sales missions, workshops and

exhibitions or promotion to our qualified

Britagents and supplier directory

• Retailing your product through the VisitBritain

shop

• Joining the Tourism Exchange GB platform –

giving you access to a wide range of

international customers, via connected

distributors. Connection to the platform is free.

• Or as a major campaign partner

75

Appendix 1: Working with VisitBritain

We are here to support you and look forward to

working with you. To find out more browse our

opportunity search

(visitbritain.org/opportunities)

or trade website

(trade.visitbritain.com)

or contact the B2B events team

(Email: [email protected])

or campaign partnerships team


or trade support team


or VisitBritain shop team


https://www.txgb.co.uk/

http://www.visitbritain.org/opportunities

http://trade.visitbritain.com/en

mailto:[email protected]





Visit Britain’s strategy to grow tourism to 2025

• Developing world-class English tourism

product: VisitBritain has collaborated with

VisitEngland to develop and deliver the

Discover England Fund since April 2016

• Collaborating globally: VisitBritain’s network

extends in four regions: Europe, the Americas,

APMEA and North East Asia. Meet those teams

and their trade partners at VisitBritain’s different

trade events, VIBE, ExploreGB, or Destination

Britain events in market.

• Inspiring the world to explore Britain as a

GREAT Britain campaign partner and through

our ‘I Travel For…’ marketing campaign.

• Acting as trusted partner and advisor to the

industry, but also our Government and Public

Diplomacy partners by generating and offering

them world-class market insights.

76


VisitBritain also develops and promotes products

for Business Events, food & drinks, rail, luxury,

regional gateways, and the Discover England

Fund (visitbritain.org/discover-england-fund)

To find out more information, browse:

VisitBritain‘s mission (visitbritain.org/overview)

The Government’s Tourism Action Plan

(visitbritain.org/governments-tourism-action-plan)

VisitBritain’s events (visitbritain.org/opportunities)

‘I Travel For…’ campaign (visitbritain.org/i-travel-

for)

The tourism sector deal bid

(visitbritain.org/industrial-strategy-tourism)

https://www.visitbritain.org/discover-england-fund

https://www.visitbritain.org/overview

https://www.visitbritain.org/governments-tourism-action-plan

https://www.visitbritain.org/opportunities

https://www.visitbritain.org/i-travel

https://www.visitbritain.org/industrial-strategy-tourism


VisitBritain’s global audience segments

From 2017, VisitBritain has carried out a research

project across all its main inbound target markets

to define global audience segments and identify

best opportunities in each of those international

travellers’ market. On the right is a summary of

VisitBritain’s 5 global audience segments. To

learn more visit:

visitbritain.org/understanding-our-customers

In France, VisitBritain focuses on two audience

segments among the international travellers:

• Buzzseekers in France: active, enjoy foreign cultures.

Motivated by cultural attractions, ease of access,

vibrant cities and a variety of places to visit.

• Explorers in France: mature and open-minded with

high interest in culture, arts and history. Enjoy a variety

of holidays from seaside, lakes & mountains to gentle

activities.

77


Segments(& global attributes)

Global

market

share

Market

share in

France

Buzzseekers (free spirited and

spontaneous, they like holidays

full of action and excitement)

38% 35%

Explorers (they enjoy

outdoors, must-see sites, and

embracing local cultures at a

more relaxed pace)

23% 22%

Adventurers (they live to go

off the beaten track, spending

time outdoors and trying out

new experiences)

16% 22%

Sightseers (they prefer

staying within comfort zone,

preferring cities to countryside,

planning in advance)

12% 11%

Culture Buffs (image and

brand conscious, travel is seen

as a status symbol; they like

well-known, safe destinations)

12% 10%

Source: VisitBritain/Kubi Kalloo, 2017

http://www.visitbritain.org/understanding-our-customers


We have dedicated research and insights

available which include:

• Latest monthly and quarterly data from the

International Passenger Survey by ONS

(visitbritain.org/latest-monthly-data

visitbritain.org/latest-quarterly-data-uk-overall

visitbritain.org/latest-quarterly-data-area)

• Inbound Tourism Trends by Market

visitbritain.org/inbound-tourism-trends

• Inbound activity data

visitbritain.org/activities-undertaken-in-Britain

• Sector-specific research

visitbritain.org/sector-specific-research

• 2019 Inbound Tourism Forecast

visitbritain.org/forecast

• Britain’s competitiveness

visitbritain.org/britains-competitiveness

78

Appendix 2: Useful research resources

We are here to support you and look

forward to working with you.

To find out more about France or other

inbound markets browse

our markets & segments pages or

(visitbritain.org/markets-segments)

our inbound research & insights or

(visitbritain.org/inbound-research-insights)

contact us directly


https://www.visitbritain.org/latest-monthly-data

https://www.visitbritain.org/latest-quarterly-data-uk-overall

https://www.visitbritain.org/latest-monthly-data



https://www.visitbritain.org/inbound-tourism-trends

https://www.visitbritain.org/activities-undertaken-britain

https://www.visitbritain.org/sector-specific-research

https://www.visitbritain.org/forecast

https://www.visitbritain.org/britains-competitiveness

https://www.visitbritain.org/markets-segments

https://www.visitbritain.org/inbound-research-insights



We have dedicated market-specific research

and insights available which include:

• Perceptions of Britain overseas

visitbritain.org/Britain’s-image-overseas

• Planning, decision-making and booking cycle of

international leisure visitors to Britain

visitbritain.org/understanding-international-

visitors

• Gateways in England, insights on overseas

visitors to England’s regions, participation in

leisure activities, multi-destination trips and

more

visitbritain.org/visitor-characteristics-and-

behaviour

• Food & drink research

visitbritain.org/inbound-food-drink-research

79

Appendix 2: Useful research resources

We are here to support you and look

forward to working with you.

To find out more about France or other

inbound markets browse

our markets & segments pages or

(visitbritain.org/markets-segments)

our inbound research & insights or

(visitbritain.org/inbound-research-insights)

contact us directly


https://www.visitbritain.org/britain%E2%80%99s-image-overseas

https://www.visitbritain.org/understanding-international-visitors

https://www.visitbritain.org/visitor-characteristics-and-behaviour

https://www.visitbritain.org/inbound-food-drink-research

https://www.visitbritain.org/markets-segments

https://www.visitbritain.org/inbound-research-insights



How to read the information in this market profile

Details on main sources

• The International Passenger Survey (IPS) is a UK-

wide departure survey, carried out by the Office for

National Statistics (ONS). All data are based on data

collected as visitors are about to leave the UK about

what they did, not on their intentions or perceptions.

Except when specified, IPS refers to people according

to their country of residence, not nationality. Where we

talk about mode of transport, it refers to what is used on

departure to leave the UK, with the presumption that

shares are similar on arrival. To find out more and

consult the release calendar, browse:

visitbritain.org/about-international-passenger-survey

• Oxford Economics last updated the ‘Global Travel

Service’ databank on 27th June 2019, other information

on France on 19th August 2019.

• Apex was last updated with December 2018 data.

• UNWTO data are based on their latest Tourism

Barometer and Statistical Annex, June 2019.

80

Appendix 3: Definitions, sources and information on this report

• VisitBritain/IPSOS 2016 refers to the ‘Decisions &

Influences’ research project carried out in Australia,

Brazil, Canada, China, Denmark, France, GCC (UAE

and Saudi Arabia), Germany, India, Italy, Japan,

Netherlands, New Zealand, Norway, Russia, South

Korea, Spain, Sweden, and USA. Its all-market

averages are based on weighted average of those

markets. Only international travellers participated,

half of each market sample having travelled to Britain

before.

• The Anholt Nation Brands Index (NBI), now

powered by Ipsos, was carried out online in July

2018 in Argentina, Australia, Brazil, Canada, China,

Egypt, France, Germany, India, Italy, Japan, Mexico,

Poland, Russia, South Africa, South Korea, Sweden,

Turkey, UK and USA. Its all-market averages are

based on those markets. It is based on nation-wide

representative samples.

https://www.visitbritain.org/about-international-passenger-survey

https://www.visitbritain.org/sites/default/files/vb-corporate/Documents-Library/documents/England-documents/visit_britain_decisions_and_influences_report_final_07.04.17.pdf


How to read the information in this market profile

Useful definitions and abbreviations

• VFR means Visiting Friends and/or Relatives.

• Misc means Miscellaneous – other journey purposes.

• In IPS, to be defined as a package, a holiday must be

sold at an inclusive price covering both fares to and

from the UK and the cost of at least some

accommodation. Neither the respondent nor the travel

agent from whom the package was bought will know

how much of the inclusive price is accounted for by

fares or by accommodation.

• High Net Worth Individuals, or HNWIs, are people

with liquid assets valued over USD1million.

81

Appendix 3: Definitions, sources and information on this report

Other useful information

• Top 10 activities in Britain is based on propensity

for visitors to have undertaken activities whilst in

Britain, data having been collected between 2007

and 2018. Where an activity was asked about more

than once, only the most recent answers were taken

into account.

• Repeat visits are visits made by people who had

already visited the UK before; British expats have

been excluded for better representation of the

market’s propensity to visit Britain repeatedly. IPS

question asked in 2015.

• Likelihood to recommend Britain as a destination

is based on holiday visits, of at least one night,

excluding British expats.


Market and

Trade Profile: France

September 2019

Market Profile France - VisitBritain · An overview of the media landscape in this source market,...

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Transcript of Market Profile France - VisitBritain · An overview of the media landscape in this source market,...