# UK Tourism Market Research Data: France

**Publisher:** VisitBritain  
**Published:** 2026-04-17  
**Category:** Destinations, NTOs & DMOs  
**Type:** Report  
**Access:** Free  
**Official source:** https://www.visitbritain.org/research-insights/inbound-markets/france  
**Canonical:** https://tourismintel.ai/reports/uk-tourism-market-research-data-france

## At a glance
- UK received 3.6 million visits from France in 2024, generating record £2.0 billion spend at £546 per visit average.
- Holiday visits account for 44% of French visitor trips; business travel generated record £367 million expenditure in 2024.
- London dominates, capturing 45% of French visitor nights; 98% of departing visitors likely or extremely likely to recommend Britain.
- Half of French visitors arrive by plane; Channel Tunnel accounts for 39% of journeys and sea routes 11%.
- UK ranked ninth out of 50 nations in 2025 Anholt Nation Brands Index; third for contemporary culture among French perception.

## What the report covers
VisitBritain publishes market intelligence on France, the UK's ninth-ranked destination in the Anholt Nation Brands Index. The report synthesises inbound tourism data from the International Passenger Survey (ONS), supplemented by perception research, traveller segmentation, accommodation preferences, and transport connectivity. It covers 2024 visitor arrivals and 2025 context, serving UK destination marketing and hospitality sectors planning French market engagement.

## Key findings
The UK welcomed 3.6 million visits from France in 2024, generating record total expenditure of £2.0 billion. Average spend reached £546 per visit. The report notes 2024 International Passenger Survey data is badged 'official statistics in development' and comparisons with prior years are not endorsed by the ONS pending methodological improvements.

Holiday visits represent the largest segment at 44% of French visits to the UK, followed by visiting friends and relatives at 34%, which aligns with market average. Business visitors produced record spend of £367 million in 2024. Notably, 13% of visitors from France and 30% of VFR visitors were UK nationals, indicating significant diaspora and ties-based travel.

London is the dominant destination, accounting for 45% of nights spent by French visitors. Nearly two-in-five French visitors originate from Paris and nearby suburbs. Among holiday visitors (excluding British nationals), almost 60% are repeat visitors within a ten-year window, signalling strong loyalty and satisfaction.

Perception data from the 2025 Anholt Nation Brands Index ranks the UK ninth globally among 50 nations as viewed from France. The UK scores third for contemporary culture, fourth for general culture, and fifth for historic buildings. Top-rated activities include the Hogwarts Express train in Scotland, canal tours, wildlife spotting, food tours in London, and Windsor Castle.

Transport connectivity shows 50% of French visitors use plane, 39% the Channel Tunnel, and 11% sea routes. Weekly aircraft departures total 834 with 141,187 seat capacity across 31 French airports and 23 UK airports operating direct routes. Fourteen Eurostar trains depart Paris daily. Scheduled non-stop seat capacity recovered to 98% of 2019 levels by 2025, with 62% of capacity serving the Paris–London corridor.

## Key numbers
| Metric | Value | Note |
|---|---|---|
| Visits from France to UK | 3.6 million | 2024, observed via International Passenger Survey |
| Total expenditure by French visitors | £2.0 billion | 2024, record, observed |
| Average spend per visit | £546 | 2024, observed |
| Business visitor expenditure | £367 million | 2024, record, observed |
| Share of nights spent in London | 45% | 2024, observed |
| Likelihood to recommend Britain (departing visitors) | 98% | 2024, 'likely' or 'extremely likely', observed |
| Weekly aircraft departures from France to UK | 834 | 2025, capacity metric |
| UK ranking in Anholt Nation Brands Index from France | 9th of 50 nations | 2025, perception index |

## Why it matters
**DMOs & destinations** — France drives substantial spend (£2.0bn) with high repeat visitation and advocacy (98% recommend). London dominance presents opportunities for regional redistribution. Segmentation by purpose—holiday, VFR, business—allows tailored activation. Perception data (ninth-ranked, strong cultural appeal) supports positioning around heritage, culture, and experiential activities aligned with French preferences.

**Hotels & hospitality** — French guests expect mid-range accommodation with en-suite facilities, country house aesthetics, and value-for-money positioning. High service-expectation standards require prompt issue resolution. Food experience is critical; operators should emphasise afternoon tea, pubs, fish & chips, markets. Language provision and politeness resonate positively. Business segment growth (£367m record) signals corporate travel opportunity requiring service excellence.

**Travel tech & distribution** — 50% of French visitors arrive by plane; 39% use Channel Tunnel; 11% sea routes. Direct flight capacity from 31 French airports to 23 UK airports offers distribution reach, concentrated Paris–London. Eurostar (14 daily trains) supports coach and FIT bookings year-round. Tour operators remain complex, fragmented, Paris-based, requiring regional coach operator engagement. Online and offline travel agencies both play roles; seasonality (coach May–June, schools Spring) shapes inventory planning.

## Methodology and limits
Data primarily sourced from the International Passenger Survey (IPS) conducted by the Office for National Statistics (ONS). 2024 IPS figures are badged 'official statistics in development' with methodology improvements pending; the ONS do not endorse year-on-year comparisons. Supplementary data derive from Oxford Economics, UNWTO, Apex, and the Anholt-Ipsos Nation Brands Index. This brief is based on publicly available summary content from VisitBritain's website; detailed visualisations and downloadable datasets are referenced but not analysed here.

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© VisitBritain for the original report. This brief is an original editorial summary by TourismIntel (https://tourismintel.ai). Read the original: https://www.visitbritain.org/research-insights/inbound-markets/france