English accounts for the lion’s share of investment in language training within Spanish companies. Meanwhile, France remains the the leading source market for tourists to Spain and one of the leading trading partners in the agri-food, fashion and professional services sectors. French is not a language in decline: it is a language that is under-represented amongst the teams that need it most.
France, the largest source of tourists to Spain: surprising figures
According to figures from Turespaña, France sends more than 11 million tourists to Spain, consistently outpacing the United Kingdom and Germany in terms of visitor numbers. Added to this influx are tourists from Belgium, Switzerland and French-speaking North Africa, bringing the total for the French-speaking market to figures that no company in the tourism sector should overlook. The average French tourist spends a high amount, stays for a long time, and favours inland destinations and less crowded coastal areas – opening up opportunities for establishments that go beyond sun-and-beach tourism.
What French-speaking customers expect that Spanish-speaking customers do not always provide
French customers have specific service expectations that are not always met in Spanish establishments. The most important of these is the formal address: The use of ‘vous’ is non-negotiable in any hospitality or business context; ‘tu’ is perceived as disrespectful. The second is the culinary sensibility: French customers know a lot about cooking, ask about the ingredients, have strong views on cooking methods and expect the staff to be able to answer their questions accurately. The third is the appreciation of local culture: French-speaking tourists travel to discover new things, not to replicate their experiences back home, and they appreciate it when staff can offer sound advice on local cuisine, heritage and customs. When staff can communicate in French, these expectations can be met. When they cannot, the experience feels incomplete, even if the product itself is excellent.
French in the hospitality industry: situations where it makes a difference
French in the hospitality industry does not require a high level of proficiency: it requires you to handle specific service situations with confidence and in the right tone.
Beyond tourism: sectors where French opens up commercial opportunities
France is not just a tourist market. It is the the second-largest market for Spanish agri-food exports, a key market for fashion, design and professional services, and the gateway to the French-speaking markets of Belgium and Switzerland. In all these contexts, French serves as a sign of respect towards the person you are speaking to and as a genuine competitive advantage in markets where English is not always sufficient. An exporter of oil or wine who can present their product in French at Sirha in Lyon or SIAL in Paris is in a very different position to someone who has to rely on an interpreter. The same applies to a professional services firm looking to secure a contract with a Belgian or Swiss client.
Business French vs. standard French: what level does your team need?
The French required in the hospitality and commercial sectors is not academic French. It is a form of French functional, formal and focused on specific situations. At reception and in the dining room, a solid A2–B1 level covers 90% of everyday interactions: welcoming guests, taking orders, handling frequent enquiries and managing basic complaints. In sales with French clients, B2 is the minimum level required to conduct a negotiation meeting fluently. For managers dealing with French-speaking counterparts in strategic contexts, C1 makes all the difference. The specific vocabulary used in the hospitality and tourism sectors is limited and highly repetitive: with three weeks of situational training, an employee with an A2 foundation can gain sufficient confidence to be ready for the start of the season, as we discussed in the article on how to train new staff in record time.
How to train your team in French cost-effectively and efficiently
For roles with demanding working hours, short, situation-based training programmes are more effective than lengthy courses. The microlearning in 10-minute sessions focused on a specific situation (checking in, making a complaint, a restaurant recommendation) allows you to make progress without holding up the queue. Live classes in small groups are the ideal complement for working on pronunciation and building confidence in speaking. All of this training is eligible for a subsidy through FUNDAE, including temporary seasonal contracts, which significantly reduces the actual cost to the business. In the Educa.Pro catalogue, you will find professional French courses specifically tailored to the hospitality and tourism sectors, with CEFR-certified levels and a structured action plan to reach the target level within three months.
The French-speaking market will continue to be of strategic importance to Spanish tourism. The question is not whether it is worth learning French: it is how many more seasons you can afford not to.
