The Specialist Travel Association (Aito) has again called for a rescue package for the sector as the French ban on travel will have a “devastating effect”.
Travel agents and tour operators have described Thursday’s announcement of the ban as a “hammer blow” to the sector.
Chris Rowles, Aito chairman, said the ban was an “extremely unwelcome pre-Christmas gift”.
“It is a simply devastating situation for the UK’s travel industry, destroying as it does both long-planned Christmas holidays and the many ski businesses which operate in French ski resorts,” he said.
“Pent-up demand from UK-based skiers unable to travel last winter has meant that bookings were at higher-than-normal levels this Christmas/New Year, to add insult to injury.
“Now operators are having to contact thousands of would-be skiers/other UK holidaymakers to explain that travel for holiday purposes, regardless of vaccination status, is not considered an ‘essential reason’ for travel by the French government and is therefore banned with effect from this Saturday (December 18).”
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Pointing out that French and EU nationals, and residents in France, are exempt from this rule, he added: “Unfortunately, this seems very much like a French ‘tit for tat’ Brexit-related rebuffal.
“As before, HGV and van drivers arriving in France from the UK are able to continue to do so without providing even a negative Covid-19 test to enter France.
“I fail to understand why this is the case as it represents a huge loophole in the rules and will allow the Omicron variant to spread freely throughout Europe.
“The likely impact on the main booking period in January will be devastating for all operators across the board; they all desperately need business in 2022 after suffering nearly two years of a serious booking drought, but this latest news is likely to affect consumer confidence badly.
“We urgently need the UK government to provide the travel industry with financial assistance in the light of this ruinous situation.
“Aito therefore calls upon the prime minister and the chancellor of the exchequer urgently to work out a rescue package for this badly-beaten-up industry.
“We seem to be the sector that no-one cares about; please put that right at long last and keep travel companies afloat until we turn the Covid corner and can again trade consistently and earn our own living.
“Reports indicate that the Treasury has hinted at a further business support package if pubs, bars and restaurants are ordered to close. Why does the travel sector not merit such immediate attention when it is similarly imperilled?”
Laura Hazell, sales and marketing director at Ski Beat, said the timing of the announcement was “particularly poignant” as the first Ski Beat guests of the season had just arrived in the French Alps and “the feedback from the slopes and the chalets has been phenomenal”.
“At least they are able to continue their stay,” she said, but added: “For those who had booked to travel at Christmas, it is a very different story.”
Hazel said the Ski Beat team was dealing with “hundreds” of phone calls from guests, “many of whom were disappointed not to be able to travel last year and some who missed out at the end of the 2020 season too”.
She said the situation is “heartbreaking for all those who had planned a white Christmas in one of our homely, catered chalets, and who are now unable to travel”, adding: “We are doing everything we can to reorganise their holidays.
“We stress once again the importance of guests booking via Atol-protected tour operators, because if the worst does happen there is an experienced and bonded travel professional there to help resolve things.”
Ian Bell, head of travel and tourism at leading audit, tax and consulting firm RSM, warned the ban could be the “tip of the iceberg” if other countries follow suit.
He outlined the scale of the ski market, saying: “With over 13 million skiers visiting the top ten resorts in France each season and UK skiers making up 9% of all skiers to French resorts, the impact of these restrictions could be catastrophic for the UK travel sector.
“Crunch point for some operators will be the end of March when they need demonstrate viability to renew Atol licences, and sadly many won’t be able to do this.
“This could lead to a wave of business distress across the sector at the end of Q1 next year.
“The real fear is a prominent travel brand entering administration and the repercussions of this across the wider sector on business closures, high unemployment and longer-term pressure on international connectivity at a time when the UK wants to be more outward focused following Brexit.
“The move from Heathrow to increase passenger charges will only compound this pressure.”