Current information about French tourism

Updated October 2023

Finland's position in the market

Finland is known as a winter travel destination in France. Especially Finnish Lapland has a strong image and position, and there is demand for the whole winter season from December until March/April. Finland's summer image is weaker and needs still more efforts in promotion, but there is lots of potential, especially among families and outdoor travellers. For the summer holidays, the French are looking for calm nature destinations with outdoor and cultural activities. Competition is harder concerning summer season as French are travelling a lot inside France during the summer and Norway has a strong position and image as a Nordic summer destination. Finland's image as a sustainable and green nature destination is good and we have an offering which people are looking for at the moment. As the summer weather in Southern Europe is getting warmer and warmer, French travellers are also looking for cooler summer destinations.

In post covid situation travelling abroad has been growing strongly. French travellers are eager to travel and post pandemic recovery from France to Finland has been good. Also summer season is getting better known. Finland is well positioned in post-pandemic situation as French are looking for destinations with room to roam and nature experiences.

Our competitors in France are Norway, Sweden, Iceland, and Canada but also French Alpes in the winter. Canada has similar offering than Finland and is attracting French travellers all year around. Canada is very active in communication and marketing in France and has strengthen their position lately. Norway has a strong position as a summer destination and is the leading Nordic country for summer holidays from France. Norway has also managed to reinforce their winter image during the last years. Sweden is active in B2C communication and marketing and is attracting French especially for Stockholm region. Lately, they have also been active in B2B activities and have now a representative agency for B2B in France. Iceland is doing active sales and promotion work in France and is attracting French travellers all year around. In the current situation (Ukraine crisis) Iceland is also attracting more than other Nordic countries.

Accessibility from France is better than before Covid with Air France routes (from Paris to Helsinki and during the winter season to Rovaniemi and Kittilä). Finnair has many daily flights from Paris and twice a week flights from Nice. Ryanair is also flying from Paris to Helsinki all year around and Norwegian has their connection from Nice to Helsinki from March to October. During the summer season, Air Baltic has twice a week connection from Nice to Tampere. In addition to regular flights, there are many charter flights during the winter season from France to Lapland.

Finland has been quite visible in the French media because of NATO adherence and geopolitical situation, which might have a negative impact in travel planning and bookings towards Finland. Nevertheless, it seems that the impact is not very big for the moment. Visit Finland's PR work is actively going on and there were many PR trips during the spring and summer season. In social media Finland's visibility as travel destination is not very strong in France. The competition is tough, and many destinations are active in all the social media channels and in French language, to get visibility among French travellers.

Consumer trends and behavior

The French are traditionally travelling a lot in France but since the pandemic, the willingness to travel abroad has grown. European destinations are popular for the moment, and some long-haul destinations are also attracting French travellers again. Nevertheless, as the prices of the long-haul flight tickets are quite expensive, recovery is slower than for the short haul destinations for the moment. Nature and outdoor activities are popular, but French are also interested in culture and local lifestyle. Safety of the destination is one of the main criteria as is also the costs and price level of the destination. Inflation is impacting choices, but French consumers are willing to save money for example from groceries and cloth shopping instead of saving from their travel budgets. Finland has a good image as a nature destination where you can have room to roam and clean air and nature.

French consumers/travellers are looking for inspiration and information in many different online channels and in social media, but traditional travel agencies and tour operators have still a strong role in purchasing phase as they can have certain insurances and guarantees. In case of a problem, travellers trust that it will be a lot easier with traditional operators, and Covid pandemic and unsure geopolitical situation have reinforced this even more.

Concerning Finland, most of the French travellers are coming through tour operators, especially in the winter season. During the summer season, people are more confident to book directly. With Air France's direct flights (to Helsinki, Rovaniemi and Kittilä) there are now also more French FIT travellers booking directly.

Covic pandemic and unsure geopolitical situation changed the direction back to the traditional channels. Different guarantees and insurances have become an important issue and flexibility is demanded. Tour operators and agencies have developed their online channels and physical agencies have less role than before. Nevertheless, the French are still demanding personal services and tailor-made products, even if the communication is done online or via phone.

French travellers coming to Finland are looking for nature holidays and outdoor activities. They appreciate good service and are ready to pay for it. It is important that services are available and especially during the main seasons (also in August). Food is also an important part of the holiday experience and especially when travelling abroad French want to taste local specialities. Since few years, experiences and learning during travelling are becoming important part of the holiday and people want to meet the locals and experience live like a local activities.

French like out of a common experiences and authentic accommodation. Chain hotels are less demanded when travelling in Finland.

Industry update and distribution channels

Post pandemic recovery has been good in the French travel market and towards Finland. Accessibility is good from France, but during the high seasons the flight prices for Finland are high compared to our main competitor destinations (Sweden, Norway). In winter, there are difficulties with available accommodation options in Lapland and many tour operators must limit their sales because of this. In the summertime the demand is growing, and new products are launched.

Main tour operators for Finland are Kuoni-Scanditours, Timetours/ La Francaise de circuits, Vivatours, Karavel, NG travel, 66 Nord, Salaun Holidays/Nordiska, Scandinavia/Hutissen, Comptoir des Pays Scandinaves and Voyageurs du monde. There are also many smaller, and specialised operators, selling actively Finland.

Role of the incoming agencies is important in the French market and French operators are looking for local, Finland based operators. They want to work with local agencies who can find great locations and addresses in Finland and for the different seasons. They also need French speaking guiding services. Lack of suitable DMC operators is often a problem when creating new packages outside of Lapland.

Accessibility from France is good and even better than in pre-Covid period. Air France is operating daily Paris-Helsinki flights and during winter season Paris-Rovaniemi (3-5 per week) and Paris-Kittilä routes (1 per week). Air France's flights are connecting well with other destinations in France (via Paris) and allow better accessibility outside of Paris. Ryanair is continuing to fly from Paris (Beauvais) to Helsinki and attracting younger target group to discover Finland. Finnair has 4 daily flights from Paris to Helsinki and 2 weekly flights from Nice (every day during the summer season). During the summer season, Norwegian has flights from Nice to Helsinki and Air Baltic has flights from Nice to Tampere (2 per week).

Finland travel USP's

Most relevant Finland's USP's in France are Finnish Happiness – Live like a Finn, Easy access to forests - Reconnect with Nature and Healthy and safe travel. French travellers coming to Finland are looking for outdoors activities with room to roam and clean air to breath. They want to experience Nordic nature and wilderness, including different light phenomena. Culture is also important, especially local cultural aspects and live like-a-local experiences, not forgetting the importance of local culinary experiences.

Finland has got a strong image as a happy country, and it can be used to differentiate us from other Nordic countries. Finnish Lapland has also stronger position than the competitors and it is better known and more demanded.

Outdoors is a strong theme for Finland in France and most of the travellers are coming for outdoor and nature activities. They do want to have also cultural experiences but are combining those with nature activities during their stay. Luxury theme is also getting stronger, and knowledge of Finland's luxury and high-end offering is better.

Concerning sustainability, France was late with sustainable aspect of travelling, but travellers are now more and more aware of the impact of tourism. Finland is seen as a sustainable destination and expectations are quite high. Nevertheless, with high inflation, travellers are not always ready to pay much more for the sustainable options.

Future outlook and upcoming season

Main trends in France for the coming winter season are sustainable travel and nature holidays. European destinations are popular, but also long-haul destinations are demanded. Even if there is a strong need and willingness to travel, French travellers are careful with their budgets. Inflation has influenced the budgets available, and travellers are looking for offers and special prices.

Coming winter season looks good and the figures might be above pre-covid level (2019). Booking situation looks good for the moment. Accessibility is better and we do have more flight connections than in pre-pandemic situation. This has created more competition and brings us different target groups (for example younger travellers with Ryanair flights and more FIT clients with Air France).

Concerning new winter production, we do have some new operators programming Finland. Most of the new products are multi-activity packages in north of Finland. There are many charter flights to all airports in Lapland during winter season.

Winter season is strong in France, but it is important that we maintain it and help tour operators to find alternative products if the availability is not good.

Concerning winter, the demand is good, and we can help tour operator to maintain it by common joint promotion campaigns and visibility. Nevertheless, most of the marketing efforts are now put in summer (and shoulder) season promotion.
Potential target groups for winter are incentive groups and seniors as those are travelling out of the holiday seasons.