France has slipped behind Spain as the UK’s favourite holiday destination. The ‘Smile You Are In Spain’ campaign successfully raised curiosity, diversified the product offering and tapped into the desire for fresh, contrasting, authentic and cultural experiences. So what now for France?

Familiarity and proximity pose their own problems, removing any sense of ‘visitor urgency’ and meaning that potential tourists are prepared to postpone their visits indefinitely. Ignorance is another issue, with many unaware of anywhere beyond Paris and Provence.

The low marketing budget given to Maison de la France is also not helping, given the intensity of competition from a growing number of destinations around the world. However, with the creation of a designated Tourism Ministry and a State Secretary for Tourism, moves are afoot (with financial clout) to raise awareness and develop France as a viable brand.

The French need to broaden their marketing to appeal to a wider range of holidaymakers. This includes increasing appeal among the family and pre-family markets, as well as encouraging a greater number of regional British visitors, rather than concentrating on London and the South East. There are several clear areas of great potential:

multi-destination rail trips and slow travel

house-hunting holidays for property seekers

‘authentically French’ all-inclusive Club Med holidays

green holidays utilising France’s wealth of national parks and space.

This report examines the reasons behind the decline in numbers and looks at ways in which the French can turn the situation around, overcoming the barriers and gaining the amount of UK visitors that such a diverse country deserves.