Siirry sisältöön

Ajankohtaista tietoa Ranskan matkailusta

Olemme keränneet Suomen matkailuelinkeinolle ajankohtaista tietoa, tulevaisuuden näkymiä ja muuta hyödyllistä materiaalia Ranskasta matkailumarkkinana. Englanninkielinen markkinakatsausmateriaali päivitetään kaksi kertaa vuodessa.

Updated October 2022

Finland's position in the market

Finland is well known in France as a winter travel destination. Especially Finnish Lapland has a strong image and there is demand for the whole winter season from December until March/April. Finland's summer image is weaker and therefor needs more efforts in promotion, but the potential is big, and the image is slowly getting better. 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 in the post-covid situation we have an offering which people are looking for.

During Corona pandemic French were mainly travelling inside France, and now when the borders are open again, travelling abroad is growing strongly. French are eager to travel to Finland and the coming winter season is selling well. Our position is good 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 travels. 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 getting active in B2B operations. Island is doing active sales and promotion work in France and is attracting French travellers all year around. In the current situation (Ukraine crisis) Island 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 daily flights from Paris and twice à 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.

Finland has been lately quite visible in the French media because of Nato process et geopolitical situation, which might have a negative impact in travel planning and bookings towards Finland. Visit Finland's PR activities are back to normal and there has been many PR trips during spring/summer. In social media Finland's visibility as travel destination was not so strong. The competition is rough and many destinations are very active in all the social media channels (and in French language versions) to get back French travelers.

Consumer trends and behavior

French were travelling a lot in France during the Covid pandemic and therefor the willingness to travel abroad is strong. European destinations are popular for the moment, but some long-haul destinations are also active and attracting French travelers again. Nature and outdoor activities are important, and safety of the destination is still one of the main criteria. Finland has a good image as a Nature destination where you can have room to roam and clean air and nature. Nevertheless, the current geopolitical crisis is influencing the booking situation and people are waiting to see how the situation evolves. Bookings are still made later than before Covid pandemic.

French consumers/travellers are looking for inspiration and information in many different online channels, 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 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 FIT travellers booking directly.

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

French travelers coming to Finland are looking for nature holidays and outdoor activities. They appreciate good service and are ready to pay for it. Food is also an important part of the holiday experience and especially when travelling abroad French want to taste local specialties and curiosities. Since few years, experiences and learnings 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

Summer season was a little bit below the pre-Covid situation. The current geopolitical situation is influencing the decision making, especially during summer when the competition is harder. Accessibility is quite good now from France, but during the summer season (especially July and August) the flight prices for Finland were extremely high and therefor probably influenced the choices between Nordic countries.

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 adding flights for next winter for Paris-Rovaniemi route (3-5 weekly). They are also opening a new weekly route for the winter season from Paris to Kittilä. 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.

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 getting stronger also 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, travelers are not always ready to pay much more for the sustainable options.

Future outlook and upcoming season

Coming Winter season looks very good, especially for Lapland. Booking situation is above the pre-Covid situation and accessibility is better with direct flights to Rovaniemi and Kittilä. There are also many direct charter flights to Lapland (also above the pre-covid situation). Many operators are saying that they could sell even more, but there are no availabilities for accommodation in Lapland.

Accessibility is better and we do have more airline companies than in pre-pandemic situation. This created more price competition and is also bringing different target groups (for example younger travelers with Ryanair flights).

Concerning the winter season, there are also some new products. Some of the charter operators started late last winter (late January) and for this winter season they added packages also for the beginning of the season.

Concerning the winter season, it begins to be difficult to increase the demand for Lapland even more as the availability of accommodation is becoming complicated. Nevertheless, we could develop more other regions' winter offering and attract more clients outside of Lapland for the winter season. However, the offering of activities must be good, as the French are mainly looking for multi-activity packages during the winter season in Finland.

Ranska matkailumarkkinana

Ranskalainen odottaa löytävänsä Suomesta luonnonläheisyyttä, erilaisuutta ja rauhaa, mutta samalla myös vauhdikkaita kokemuksia sekä erilaisia aktiviteetteja.

Lue lisää >

Muut kohdemarkkinat

Kiinnostaako muut VFn kohdemarkkinat? Mitä toimenpiteitä on muilla markkinoilla? Löydät nämä ja paljon muuta Toiminta markkinoilla sivulta.

Toiminta markkinoilla

Edustajamme markkinalla

Account Manager

Heli Saari

+358 40 564 2780

Ruotsi, Ranska, Espanja, Italia

Sales & Marketing Manager

Sanna Tuononen

+33 6 48 20 17 19

Ranska, Lapin alueen suuralueyhteistyö