Outlander: Boom in French tourists as high numbers visiting castles, lochs and Outlander sites almost hit record

Visitors from France contributed more than £190 million to the Scottish economy last year, it can be revealed, after they flocked to experience the nation's castles, lochs, golf, whisky and the places where Outlander is filmed.

Figures from the International Visitor Survey (IPS) found there were 267,000 visits from French tourists last year. It is the second highest number in more than a decade and just 35,000 short of the record high of 302,000 set in 2018.French tourists also stayed longer – a total of 2.2 million nights – and spent more, with their £190m contribution representing 20 per cent more than in 2019, pre-pandemic.

France is now Scotland’s second most valuable international tourism market, after only the US.

VisitScotland said the figures demonstrated a strong appetite for Scotland’s "distinct and highly regarded tourism offering".

A scenic landscape at Loch Ness. Picture: Getty Images

The national tourism agency found Scotland's "vast and beautiful landscapes, castles, lochs, golf, whisky and hiking" were among the leading factors for French visitors, who also expect to experience a "sense of history and a mythical quality".

So called "set-jetting" or screen tourism also attracts many French visitors to Scotland thanks to major films such as the Harry Potter series and the popularity of TV series Outlander, which is largely filmed in Scotland.

Scotland's proximity to France and a growing appreciation of sustainable travel may also have helped generate interest, VisitScotland said.

While more than two thirds of all trips from France were described as a holiday, over a fifth came to Scotland to visit friends and family.

Vicki Miller, VisitScotland's director of marketing and digital, said: "Scotland’s valuable tourism and events industry is still facing challenges, but it is hugely encouraging to see the resilience and commitment of those within it rewarded with an increase in international visitors from one of our most important markets.

"These visitors are staying longer and spending more. This helps support jobs and sustains communities right across the country. Every region and destination in Scotland stands to benefit from this interest. Our work now will focus on building on these shoots of recovery to support the sustainable growth of tourism in Scotland.

"Our marketing, funding, partnership work and business support activities are all designed to ensure a quality experience for visitors and make Scotland a year-round, must-visit destination."

The Covid-19 pandemic and subsequent travel restrictions had a devastating impact on Scotland's tourism and events industry. With no restrictions on international travel last year, overall visits to Scotland from all overseas markets were just 7 per cent lower than pre-pandemic, while the overall spend increased.

French visitors accounted for 8 per cent of all overseas visitors and 6 per cent of all overseas spend in Scotland in 2022. They stayed an average 8.5 nights and spent an average £711 per stay – equivalent to £84 per night.

Online visibility SaaS platform Semrush found that among the most searched for Scottish attractions among people in France were Loch Ness, Glencoe, Ben Nevis, Edinburgh Castle, Eilean Donan Castle and the Isle of Skye.

Richard Lochhead, the Scottish Government's Minister for Small Business, Innovation, Tourism and Trade, who is currently in France on a trade and investment visit, said: "The latest visitor statistics show Scotland remains an iconic destination for people around the world. This includes French tourists, with the number of visits from France up 20 per cent on the last pre-pandemic figures in 2019.

"Scotland and France have a long and close relationship that brings significant benefits to both of our countries and I am here in France to ensure this relationship flourishes even further in the years ahead." He added: "The impact of tourism is vital to the Scottish economy, reaching every corner of the country, creating jobs and income that benefits local communities and these positive figures show that our European visitors appreciate Scotland is open, and welcome them to see everything this beautiful country has to offer."

Scottish tourism businesses have also welcomed the return of French visitors in their thousands. Nicolas Roland, UK manager of Destination Management Company Abbey UK, said: "The French market is one of our top markets in terms of visitor numbers.

"We are happy to see the number of French visitors rising again after the pandemic and mainly that the interest from the French market has not stopped. French travellers come to Scotland because of its relatively easy access and for its offering in terms of nature, authenticity and attractions.

"While there is still a Harry Potter factor for quite a few clients, we notice that there is a growing interest in culinary experiences, may this be around whisky or the fine food Scotland offers and also train tours for travellers who might be more cautious about the environment."