Spring 2024 Travel Trends Report: All Eyes on France

The UK’s nearest continental neighbour – France – is in the midst of what you might call a tourism ‘moment’. A 2023 report stated that France is projected to become the most-visited country on Earth by 2025, and our discerning guests revealed that it was their number one ‘wish-list destination’ for 2024 in a recent poll too.

What’s more, so far this year we’ve already seen a 7% rise in bookings to France (compared to 2023), while the country accounts for one in 10 (10%) of confirmed trips (up from 9% in 2023 and 2022).

So, why is it proving so popular this year, and how can you make the most of a holiday in this picturesque country?

Well, to find out, we’ve gathered some statistics on not only how many Brits are heading to France this year but also where they’re going and what they plan to do when they arrive.

We’ve also relaunched our exclusive collection of hotels and experiences across the country and are sharing tips on the best tours to take and boutique accommodation so you can enjoy all that this unique, romantic and exciting destination has to offer.

Nick Cunningham, Scott Dunn’s Destination Manager for Europe, said: “Despite the UK being one of France’s closest continental neighbours, recent data has proven a growing market from our UK audience to use a tour operator that caters to specifically ultra-high-end offerings. Combining the nostalgia of ‘classic’ France with new and exciting itineraries and experiences, curated hotel collections and elevated VIP service, our product portfolio relaunch celebrates France both old and new, with a bit of Scott Dunn magic sprinkled on top. This unique approach ensures that it doesn’t matter if it’s a guest's 10th trip to France, when they travel with Scott Dunn, they’re going to discover the country in a way that’s as exciting as the first time.”

Read on, to find out more.

All Eyes on France

We know that many of our clients are planning to head to France this year, but what about the wider population? Is it proving as popular with everyone else?

To find out, we surveyed 2,000 UK adults and discovered that the answer is… YES!

Overall, a third (34%) of Brits are planning to take a holiday in France this year. A quarter (25%) of these are travelling here for the very first time, showing that it really is attracting new visitors.

March is currently the top month for trips to France according to our bookings data, although this may change as the year goes on.

Most of our France bookings so far (75%) are for family groups, with the average holiday duration being one week / 7 nights.

Single-destination trips are also the most popular holiday type right now, although we strongly recommend heading to a few different places to get the most from your trip.

France’s Top Destinations in 2024

Discovering a new destination is the top thing that Scott Dunn guests are looking forward to from their holiday(s) in 2024, so it’s perhaps no surprise that the places people are visiting in France are somewhat varied.

The top five destinations in France in 2024 are:

1. Paris (30%) – There has also been a 15% increase in UK online searches for holidays here since October 2023
2. Normandy (22%)
3. Bordeaux (17%) – UK online searches up 16% since October 2023
4. Provence (16%) – UK online searches up 33% since October 2023
5. Côte d’Azur / French Riviera (15%) – UK online search up 40% since October 2023

Burgundy (10%) and Marseille (9%) were also popular options, as were some of the top ski destinations like Courchevel and Val d’Isère, where we operate our Scott Dunn Explorers kids clubs.

While Paris was top of the list overall – for many reasons that we’ll soon dig into – luxurious resorts in the south of France are proving especially popular this year, including the renowned wellness hotel Lily of the Valley near St Tropez.

The Top Activities

Of course, we all go away with a different idea of what the perfect holiday looks like, so our dream itineraries will vary.

Interestingly, though, it seems that France is well equipped to meet the expectations of the vast majority of people because it offers not only culture and history but also fantastic shopping, exceptional food and drink, and, of course, wonderful weather and scenery.

Our research showed that the top activities that people planned to do while travelling in France were therefore very varied.

The top five activities that people plan to do while in France are:

1. Visting excellent restaurants (40%)
2. Exploring cultural sites / landmarks like the Eiffel Tower (33%)
3. Shopping (29%)
4. Visiting vineyards / wine tasting (28%)
5. Visiting museums and galleries (22%)

But while France’s popularity may have something to do with its unique crowd-pleasing offering, 2024 is also an especially big year for the country as it plays host to many exciting events.

This is part of the reason for the rise in bookings, as, while some Brits may be soaking up some culture and supping on fine wines, over half (59%) said their main reason for booking a trip to France in 2024 was to attend a particular event.

Of those who are visiting for an event, 16% are going specifically to attend the Olympic and Paralympic Games, which are largely being hosted in and around Paris.

The Olympic Games was also named a top ‘wish-list cultural experience’ in 2024 among Scott Dunn guests – yet another reason this may be the top destination.

Even more people – over one in five (22%) – said that the Tour de France cycling race was their main reason for going to France this year, even though it’s an annual event.

A further 18% said that the Monaco Formula One Grand Prix was the driving force behind their booking – again, it’s an annual event.

An Exhilarating Sporting Itinerary

Our new ‘Sporting Paris and Monaco 2024‘ itinerary is set to appeal to many guests looking for that special combination of sporting occasion, luxury accommodation and, of course, exclusivity.

Guests will attend two of the year’s most exhilarating sporting events: the Monaco Formula One Grand Prix from an exclusive VIP viewing area followed by the world-class French Open tennis tournament at Roland Garros with special seating on Court Philippe-Chatrier.

Upcoming Events in France This Year

While this is by no means an exhaustive list, we’ve researched some of the top events happening in France this year, including dates. You can either plan your trip around one or tag it onto an existing itinerary to really make the most of your vacation.

• Nice Carnival – Mardi Gras: 17th February to 3rd March
• Flower Festival (Le Corso Fleuri de Bormes les Mimosas): 18th February
• Normandy Impressionist Festival: 22nd March to 22nd September
• Cannes Film Festival: 14th to 25th May
• Les Floralies de Nantes: 17th to 26th May
• The French Open, Paris: 20th May to 9th Jun 2024
• Monaco Formula 1 Grand Prix: 26th May
• Commemoration of the 80th Anniversary of the Normandy landings: 6th June
• The 24 Hours of Le Mans: 12th to 16th June
• Vieilles Charrues Music Festival: 11th to 14th July
• Tour de France: 29th Jun to 21st July
• Paris Olympic Games: 26th July to 11th August
• Paris Paralympic Games: 28th August to 8th September
• Dijon Gastronomic (Food) Festival: 31st October to 11th November
• Vendée Global – Les Sables d’Olonne: 10th November

Map showing where the major events are taking place in France 2024

Wine Not Tuck Into a Taste of France

Demand for wine-tasting trips is also up this year, with over a quarter (28%) of UK holidaymakers planning to visit a French vineyard on their holiday in 2024.

Because France has a long-standing reputation as a world-leading wine producer, there are a wealth of opportunities to sample a tasty tipple or two wherever you’re in the country.

Wine tasting in Burgundy was named a top ‘wish-list food and drink experience’ for 2024 among our guests, while a trip to sample the sparkling delights of the Champagne region and the many unique and historic ‘houses’ located here is also incredibly easy from Paris – taking less than two hours by train.

A map showing the main wine regions in France

France’s Top Winemaking Areas

• Alsace – The Most Aromatic Region of France Wine Country
• Champagne – The Most Exclusive Bubbles from France
• Loire – With More Than 2,000 Years of Winemaking History
• Languedoc-Roussillon – Where a Quarter of France’s Wine is Made
• Provence – With Vines Cultivated by the Ancient Greeks
• Rhône – With Steeply Terraced Vineyards and Exceptional Reds
• Bordeaux – The Most Exclusive Wine Region of France
• Jura and Savoy – Undiscovered Gems in an Alpine Landscape
• Corsica – Distinctive Island Wines

In addition, Normandy is famous for its cider and Calvados, while Cognac is also the home of the iconic premium grape wine known as brandy.

Scott Dunn Recommends – The Best of France

While you may prefer a tailor-made trip to France, here at Scott Dunn we’ve curated a selection of very special itineraries to help ensure our guests experience the best that this special country has to offer. Here are some of our top recommendations for 2024:

Have a Spectacular Parisian Holiday

For those who are heading to Paris, there’s a whole host of areas to explore and cultural and sporting activities to enjoy – especially in 2024. Many will already be aware, for example, that Paris is set to host the Olympic and Paralympic Games this summer (26th July – 8th September).

While this big international sporting event may be driving up bookings to the French capital, it’s certainly only one activity we’d recommend our guests enjoy on their trip to the ‘city of romance’.

As part of our ‘Parisian holiday’ itinerary, a captivating five-night private tour, guests can step into the renowned Escoffier School at The Ritz Hotel, where they’ll be greeted by master chefs and embark on a hands-on cooking class. The experience doesn't end in the kitchen, though, as guests will then enjoy their creations in a private dining setting, complete with wine pairings selected by an in-house sommelier.

With the opulent La Reserve Paris, a hotel famous for its lavish suites, personalised service and exceptional amenities, acting as home, exclusive access to renowned cultural landmarks is also offered – from a private guided visit to the Louvre Museum to an enchanting evening tour through Montmartre in a vintage car.

Paris, Normandy and History Combined

For history enthusiasts, our brand new ‘Paris & WWII Normandy’ itinerary offers eight nights of compelling and transformative experiences – in particular the D-Day Experience by vintage military vehicle. Guests will be transported back to the key moments of World War II, guided by a historian who brings the past to life through storytelling and interactive exhibits.

Journey Through Provence, St Tropez and the Côte d’Azur

For guests seeking a less city-centric trip, our 'Provence & French Riviera' itinerary features stops in the iconic lavender fields of Provence, the glamour of St Tropez, and the heart of the Côte d'Azur, while also offering spectacular guided hikes through the Riviera’s breathtaking Mediterranean landscapes.

The itinerary also boasts spectacular accommodation, from the Hotel Crillon le Brave, a charming hotel perched on top of a small hill surrounded by vineyards and olive groves, to the Carlton Cannes, a strikingly stylish facility offering one of the best waterfront views in the region. It really is the best way to relax and satiate all dreams of the Riviera.

Experience Beautiful Hilltop Villages in Southern France

Guests who embark on our new ‘Hilltop Villages of Southern France‘ itinerary could find themselves in the workshop of Henri Matisse in Nice, where a private cooking class is conducted with a backdrop of the artist’s iconic works.

This exclusive itinerary plays into France’s rich artistic history, which is also celebrating a special milestone this year – yet another reason to visit.

Get a Taste of Bordeaux

Wine aficionados are recommended to enjoy our ‘Tastes of Bordeaux‘ itinerary, which includes a stay at Les Sources de Caudalie, a beautiful contemporary escape set amongst the world-renowned vineyards of Chateaux Smith Haute Lafite.

We can arrange a private wine-tasting tour guided by a local sommelier, where guests will explore the nuances of French wines, from the vine to the bottle. These culinary experiences are not just about food and drink, they are immersive cultural journeys that we meticulously curate to suit our guests’ tastes and preferences.

Our Conclusion

There can be no doubt that France has an activity or event to suit every taste. So, whether you plan to travel solo, as a couple or as part of a family group, you won’t struggle to meet everyone’s expectations.

For Brits, it does of course have the added benefit of being right on our doorstep, meaning that travel across the Channel is simple and quick.

Once you land on French soil, it may be tempting to stick to well-beaten paths. However, heading to some of the less popular destinations such as Lyon, Normandy and the Loire Valley can ensure you discover some hidden gems along the way. As always, we’re here to help you plan your perfect tailor-made trip, so please contact us for more information and recommendations from our France travel experts.

Our Report Sources and Methodology 

Primary Data:

• Survey of 2,000 UK adults conducted in December 2023
• Scott Dunn Guest Survey – 186 UK respondents, in December 2023
• Scott Dunn UK booking data, collected on 17th January. This covers bookings made between 1st November to 16th January 2024.

Secondary Data:

• UK Search Data – gathered via Google Trends with Glimpse on 23rd January 2024.
• Information on key events taken from…
  • https://www.paris2024.org/en/the-olympic-games-paris-2024/
  • https://en.normandie-tourisme.fr/highlight/80th-anniversary-of-d-day/
  • https://www.letour.fr/en/overall-route 
  • https://www.formula1.com/en/racing/2024/Monaco.html
  • https://www.nicecarnaval.com/en/
  • https://www.bormeslesmimosas.com/temps-fort/fete-du-mimosa/
  • https://www.festival-cannes.com/en/
  • https://www.24h-lemans.com/en
  • https://www.vieillescharrues.asso.fr/
  • https://www.foirededijon.com/
  • https://us.media.france.fr/en/content/top-reasons-visit-france-2024
  • https://www.winetourism.com/wine-country/france/