France - RTO 9

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France

Profile

Adult Population

  • 54.9 million

International Tourist Departures

  • 29.1 million (2017)

Ontario Market Performance

Total Visitor Spending $243.4 million (2016)

Overnight Visitors 198,000 (2016)

Market Conditions

  • Due to tensions in the euro area, the French economies growth is expected to decline slightly in 2020 to a moderate 1.2% in 2020-21. The labour market is gradually improving which is expected to raise household disposable income and consumption. Generally, most people in France are well-educated and enjoy a good standard of living with GDP per capita in of around US$38,361, with a significant amount of paid vacation.

Consumer Insights

  • The French economy is expected to slow down in 2019 due to global uncertainties and social unrest. Generally, most people in France are well-educated and enjoy a good standard of living with GDP per capita  of around US$38,361, with a significant amount of paid vacation.
  • French travellers were most likely to be accompanied by their spouse, and this is particularly common among travellers aged 55+. Travelling with friends (55+), alone (18-34 years), or with children under 18 (35-54 years), in order, are the next most common travel parties.
  • Travel agent/tour operator use is more common for trips to Canada than for trips in general, with 64% of recent French travellers to Canada consulting a travel agent/tour operator. For trips to Canada, flight and accommodation bookings are most often done through a travel agent/tour operator online.
  • 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.
  • French travellers place high importance on the activities they will be embarking on during their holiday and are open to adventure and active vacation packages.
  • In Canada, aboriginal culture and traditions, exploring off-the-beaten-path places, historical sites, and natural attractions are the top trip anchor activities for French travellers.
  • The peak travel periods are June-August and March-May.
  • Personal recommendations from friends and family, particularly in-person, are cited among the top information sources throughout the purchasing cycle. Encouraging past visitors to Canada to advocate and share their experiences with their personal networks is key.

Sources: UNWTO, Destination Canada, CIA World Factbook, Statistics Canada, Brand USA