Tourism in France: the key figures
Before you act, you need to know who you're talking to. The 2024-2025 data from the French tourist board and Atout France gives a sense of the scale:
- 100 million international tourists a year
- Average spend per trip: €700, of which roughly 25% goes on eating out
- Top 5 nationalities: United Kingdom, Germany, Belgium, United States, Italy
- Strong growth in Asian markets (China, South Korea, Japan)
- Average length of stay: 7 days
If every tourist eats out twice a day for 7 days, that's 14 chances to capture part of their budget — during a trip where, by definition, they are ready to spend.
Why tourists hesitate to walk in
Put yourself in their shoes. A British couple in their sixties, in Lyon for 3 days, walking down rue Mercière looking for somewhere to have lunch. Three things will decide where they stop:
- Can they read the menu: do they understand what they'll be eating?
- Are prices visible: will it fit their budget?
- Confidence: does the place feel like it welcomes them, or ignores them?
If the menu in the window is in French only, they can't judge any of the three. So they keep walking. They stop at the next restaurant with "menu in English" on the front — even if the food there isn't as good.
"We used to lose tourists right at the window. Since we put a QR code on the outdoor menu with the card in English and Spanish, twice as many people come in." — Sophie, traditional restaurant, Paris 5th
The multilingual menu: your number one lever
If you only do one thing to attract tourists: offer a multilingual menu. Not a rough English version, but a proper professional translation, available in a single scan.
With a multilingual digital menu (see our dedicated article on why 8-language menus matter), the tourist scans, picks their language, reads, understands and orders. No middleman, no awkwardness, no mistakes.
Beyond the menu: 4 more levers
1. An optimised Google My Business listing
Tourists look for restaurants on Google Maps. Your listing should be complete, translated, with recent photos and at least 50 reviews. Reply in English to reviews written in English: an instant signal of quality.
2. Signage in the window
Display "Menu in English / Español / Deutsch — scan here" with a QR code in your window. Tourists know before they walk in that they'll be looked after. That's conversion won on the pavement.
3. Dishes explained in context
An American has no idea what an "andouillette" is. Beyond the translated name, add a short cultural note ("typical sausage from Lyon, made with pork tripe"). It reassures and it informs.
4. Allergens and diets clearly shown
English-speaking travellers are 2 to 3 times more likely than French diners to mention an allergy or a specific diet (vegan, gluten-free, dairy-free). A digital filter on the menu reassures them and wins you that custom.
A real example: a Paris bistro before and after
A 32-seat bistro in the Marais, open for 12 years, with a 75% French clientele. In January 2025, they switched to a digital menu in 8 languages and advertised it in the window.
- Before: 25% foreign customers, average spend €28
- After 6 months: 42% foreign customers, average spend €33
- Revenue increase: +18%
- Cost of the change: €9/month
The investment pays for itself in less than 3 days of extra trade.
Key takeaways
- 100 million tourists a year, 25% of their budget spent on eating out
- The language barrier is solved in the window, before they walk in
- A multilingual digital menu is the number one lever
- Optimising your Google My Business listing is essential
- Window signage + short cultural notes + allergen filters
- Reported results: +15% to +20% revenue in 6 months