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Market and Trade Profile France
Market and
Trade Profile: France
France – September 2019
Market and Trade Profile France
• ‘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
Market and Trade Profile France
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
Market and Trade Profile France
Executive summary
4
Market and Trade Profile France
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
Market and Trade Profile France
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
Market and Trade Profile France
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
Market and Trade Profile France
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
Market and Trade Profile France
Inbound market
statistics
Chapter 1:
9
Market and Trade Profile France
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)
Market and Trade Profile France
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%
Market and Trade Profile France
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).*
Market and Trade Profile France
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.
Market and Trade Profile France
1.1 Key statistics: seasonality
14
Source: International Passenger Survey by ONS
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
Market and Trade Profile France
1.1 Key statistics: length of stay and accommodation
15
Source: International Passenger Survey by ONS
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
Market and Trade Profile France
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%).
Market and Trade Profile France
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)
Source: International Passenger Survey by ONS
Annual visits to the UK (2018)
Market and Trade Profile France
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
Market and Trade Profile France
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
Market and Trade Profile France
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
Market and Trade Profile France
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.
Market and Trade Profile France
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*
Market and Trade Profile France
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
Source: International Passenger Survey by ONS
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
Market and Trade Profile France
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
Market and Trade Profile France
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 and Trade Profile France
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
Market and Trade Profile France
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
Market and Trade Profile France
Experiences and
perceptions
Chapter 2:
28
Market and Trade Profile France
• 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
Market and Trade Profile France
2.1 Inbound activities
30
Source: International Passenger Survey by ONS 2016
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
Market and Trade Profile France
2.1 Inbound activities
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
Market and Trade Profile France
2.1 Inbound activities
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
Market and Trade Profile France
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
2.1 Inbound activities
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
Market and Trade Profile France
21%
69%
61%
54%
21%
71%
59%
57%
Business: went shopping
Holiday: went shopping
VFR: went shopping
All journey purposes: wentshopping
France All markets
2.1 Inbound activities
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
Market and Trade Profile France
2.1 Inbound activities
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
Market and Trade Profile France
2.2 Welcome and recommending Britain
36
Source: International Passenger Survey by ONS 2017
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
Market and Trade Profile France
• 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
Market and Trade Profile France
2.3 Perceptions of the UK
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)
Market and Trade Profile France
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
2.3 Perceptions of the UK
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
Market and Trade Profile France
2.3 Perceptions of the UK
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%
Market and Trade Profile France
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
2.3 Perceptions of the UK
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
Market and Trade Profile France
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
2.3 Perceptions of the UK
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
Market and Trade Profile France
Understanding
the market
Chapter 3:
43
Market and Trade Profile France
• 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
Market and Trade Profile France
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
Market and Trade Profile France
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
Market and Trade Profile France
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.
Market and Trade Profile France
• 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.
Market and Trade Profile France
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.
Market and Trade Profile France
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
Market and Trade Profile France
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
Market and Trade Profile France
• 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
Market and Trade Profile France
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%
Market and Trade Profile France
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%
Less than 1 month 10% 7%
Don’t know 4% 3%
Looking at
options/ prices
6+ months 18% 21%
3-6 months 39% 37%
1-2 months 25% 27%
Less than 1 month 14% 12%
Don’t know 4% 4%
Booking the trip
6+ months 7% 14%
3-6 months 37% 32%
1-2 months 29% 28%
Less than 1 month 23% 21%
Don’t know 4% 5%
Market and Trade Profile France
• 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
Market and Trade Profile France
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.
Market and Trade Profile France
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
Market and Trade Profile France
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
Market and Trade Profile France
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
Market and Trade Profile France
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
Market and Trade Profile France
Access and travel
trade
Chapter 4:
61
Market and Trade Profile France
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
Market and Trade Profile France
4.1 Access: mode of transport
63
Source: International Passenger Survey by ONS
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
Market and Trade Profile France
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
Market and Trade Profile France
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
Market and Trade Profile France
• 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.
Market and Trade Profile France
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:
Market and Trade Profile France
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.
Market and Trade Profile France
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
Market and Trade Profile France
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
Market and Trade Profile France
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
Market and Trade Profile France
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.
Market and Trade Profile France
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
Market and Trade Profile France
Useful links and
further information
Appendix
74
Market and Trade Profile France
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
(Email: [email protected])
or trade support team
(Email: [email protected])
or VisitBritain shop team
(Email: [email protected])
Market and Trade Profile France
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
Appendix 1: Working with VisitBritain
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)
Market and Trade Profile France
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
Appendix 1: Working with VisitBritain
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
Market and Trade Profile France
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
(Email: [email protected])
Market and Trade Profile France
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
(Email: [email protected])
Market and Trade Profile France
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.
Market and Trade Profile France
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
Market and
Trade Profile: France
September 2019