ABTA’s hands tied by cash problems

ABTA president John Harding has admitted its financial difficulties are stopping it from defending the trade against the growing threat of self-packaged holidays.

In an open letter to Harding last week, Travel Weekly demanded a ‘massive consumer campaign’ outlining the risks of independent travel and promoting the benefits of booking with a bonded agent and operator.

In response, Harding said now is the time to launch an advertising campaign to counter national press reports of the death of the package holiday – but conceded ABTA’s difficult financial position means it can’t.

ABTA splashed out £240,000 on a joint advertising campaign with the Civil Aviation Authority over Christmas promoting the benefits of ATOL-bonded holidays. ABTA also recently admitted defeat in its tax case against the Inland Revenue, paying out £2.5 million.

“Advertising costs a lot of money. That £240,000 allowed us to buy a handful of newspaper adverts, that’s all. To launch a high-profile campaign would take £2 million and ABTA hasn’t got the funds to do it,” he said.