LONDON, 7 April 2025: The World Travel & Tourism Council responded to the UK’s recent introduction of an ETA for European travellers and called it the latest “tax take from international travellers”.
The European Commission announced the change on its website last week, saying EU citizens travelling to the UK without a visa will need an Electronic Travel Authorisation (ETA)
Electronic Travel Authorisation is digital permission to travel to the UK. It is being introduced worldwide for visitors to the UK who do not currently need a visa for short stays or do not already have UK immigration status. The fee is UKP10 until 9 April, when it will increase to UKP16. You can apply using the UK ETA app or online through GOV.UK. Other websites may charge an additional fee.
Everyone travelling needs an ETA, including babies and children. You can apply for others, but you cannot get a refund after applying.
The WTTC President & CEO Julia Simpson said: “This completely undermines the UK’s growth policy. Instead of making the UK an attractive place to visit, this is another barrier to tourists.
“International visitors are effectively exports – bringing valuable currency. The UK is one of the most expensive countries to visit – higher than average VAT, Air Passenger Duty, inflated prices fuelled by Employers National Insurance, and absence of tax-free shopping for valued customers. Own goals that damage our economy.
“Travel & Tourism contributes more than UKP280 billion to the UK economy and supports over 4 million jobs across the country, and UK businesses pay UKP100 billion annually to the treasury in tax revenues.”
Meanwhile, the WTTC welcomes Cogito Strategies, a hospitality and tourism consultancy expert, as a regional member. Based in Florence, Italy, the company provides direct operational support across hospitality, food & beverage, events, and branding, offering services in brand identity, digital marketing, PR, video production, and service optimisation.
Cogito Strategies brings extensive expertise in sales & marketing, digital transformation, and operational management to the global body’s membership.
With a strong focus on results, Cogito Strategies has successfully collaborated with over 100 companies in Travel & Tourism over the past three years, helping businesses grow and reposition themselves in an evolving market.
Simpson said: “We are delighted to welcome Cogito Strategies to WTTC. Their expertise in hospitality consultancy and deep understanding of the Italian market will bring valuable insights to our global community.
“As they continue to drive excellence and innovation in the sector, we look forward to working together to shape a stronger, more sustainable future for Travel & Tourism.”
