The trade is being urged to help educate the British public over changes being made to US entry requirements.
US Department of Homeland Security attache to the United Kingdom Michael Restovich said the changes, being launched next week initially as a pilot scheme, will require visitors from the UK to complete the Electronic System for Travel Authorisation before departing.
The e-form, should be completed a minimum of 72 hours before departure and will replace the green paper form given to travellers once they are on board their flights to the US. It will become compulsory by January 12 next year.
While a press campaign, with the possible back-up TV and radio adverts, will be run highlighting the change, it is hoped the trade will prove key in educating consumers of the different procedure.
Restovich said: “While we’re doing this now we’ll continue to reach out and work with airlines, airports and our UK counterparts like tour operators and travel agents (to introduce this).”
He added the ESTA requires no more information than the original forms and with a 7.4% increase in UK visitors to the country to date this year, it is thought the new measures are unlikely to deter Brits from visiting the destination.