Five challenges travel must meet head on in 2026
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dhewitt@abta.co.uk Fri, 01/09/2026 - 13:33
This column first appeared in TTG on 9 January 2026
At the start of a new year, ABTA Chief Executive Mark Tanzer sets out how the association will support members with the EU's new border rules, buy the sector time to adapt to new government pricing guidance, and help travel "ride the AI wave".
After all the challenges and successes of the last year, we’ve find ourselves back in peak holiday booking season.
But, for our members, there remain many pressing topics on which ABTA will continue to support them.
Some of these give travel businesses an excellent opportunity for growth – and to build trust with consumers in the year ahead.
Here are five areas where I can see ABTA's input making a real difference.
Today (Friday 9 January) marks the next phase of the EU Entry-Exit System rollout with participating countries increasing the number of border posts operating EES.
Passengers' experience of EES has been varied, from relatively smooth transit to incidents where large queues have formed.
As the number of passengers being processed through EES increases, there is a greater risk of long waiting times. We’re urging EU countries to use the contingency measures they have at their disposal – such as limiting the number or extent of checks – to avoid lengthy queues.
Also on the horizon is the European Travel Information and Authorisation System (Etias), scheduled to start in late 2026. However, there isn’t yet an exact start date, and the online application system for customers isn’t live yet.
What’s important for members and customers to note is that any website offering Etias now will be a scam.
AbABTA ta is working closely with the UK government and the EU on these changes and providing regular updates to members when more information is available.
While it was in 2025 that new pricing rules from the Competition and Markets Authority (CMA) took effect, it wasn't until November that the CMA confirmed its approach on resort and destination fees. So it will be in 2026 the new rules will really have an impact on travel companies.
ABTA's Code of Conduct has always required our members to display any resort or destination fees. The CMA is now requiring them to be shown as part of the total price, despite these fees typically not being payable to the travel company but are instead paid in destination.
This is a significant change to how travel businesses display their prices, and can mean an overhaul of systems, at considerable time and cost. We’re urging the CMA to give travel companies time to make these changes before taking any enforcement action.
Most people are still committed to using travel agents and tour operators, and our research shows this is true across the generations. This is despite an increasing use of AI for holiday inspiration, as shown in ABTA's Holiday Habits report.
Travel is, by its nature, a highly personal business. What our members do particularly well is offer real expertise, build relationships with customers, and get to know their individual preferences. Not only are they a trusted source of information, but they also provide support should customers need help while on their trip, something AI can’t replicate.
Keeping focused on this, while also looking at how AI can improve efficiencies to allow more time to spend with customers, will help travel companies ride the AI wave.
ABTA will continue to press for a comprehensive youth experience scheme to support young people seeking to work in the EU. This will restore the opportunity for young people from the UK to live and work across the EU for short periods of time.
The scheme will also revitalise an entry route to fulfilling and rewarding careers in the travel industry that has been a well-trodden path, with ABTA research showing 49% of industry leaders have completed a season overseas.
For many years, ABTA has worked with members and wider stakeholders to improve accessibility, looking at how travellers’ needs can be addressed at all parts of the holiday journey, from planning and booking through to the trip itself, and across different modes of transport. We’ve been considering both visible and non-visible disabilities and other assisted travel needs.
This year, we will be publishing new and updated guidance for members and travellers to help address some of the challenges customers and businesses face in finding accessible travel services, whether travelling for leisure, business or to visit friends and family. Our annual accessible travel event, to be held this year on 3 February, will explore this topic in more detail.
Mark Tanzer,
Chief Executive, ABTA
Continue reading...
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dhewitt@abta.co.uk Fri, 01/09/2026 - 13:33
'Some are excellent opportunities for growth': five challenges travel must meet head-on in 2026, according to ABTA
This column first appeared in TTG on 9 January 2026
At the start of a new year, ABTA Chief Executive Mark Tanzer sets out how the association will support members with the EU's new border rules, buy the sector time to adapt to new government pricing guidance, and help travel "ride the AI wave".
After all the challenges and successes of the last year, we’ve find ourselves back in peak holiday booking season.
But, for our members, there remain many pressing topics on which ABTA will continue to support them.
Some of these give travel businesses an excellent opportunity for growth – and to build trust with consumers in the year ahead.
Here are five areas where I can see ABTA's input making a real difference.
Supporting members with the EU Entry-Exit System and Etias
Today (Friday 9 January) marks the next phase of the EU Entry-Exit System rollout with participating countries increasing the number of border posts operating EES.
Passengers' experience of EES has been varied, from relatively smooth transit to incidents where large queues have formed.
As the number of passengers being processed through EES increases, there is a greater risk of long waiting times. We’re urging EU countries to use the contingency measures they have at their disposal – such as limiting the number or extent of checks – to avoid lengthy queues.
Also on the horizon is the European Travel Information and Authorisation System (Etias), scheduled to start in late 2026. However, there isn’t yet an exact start date, and the online application system for customers isn’t live yet.
What’s important for members and customers to note is that any website offering Etias now will be a scam.
AbABTA ta is working closely with the UK government and the EU on these changes and providing regular updates to members when more information is available.
Making the case for members on the CMA's new pricing rules
While it was in 2025 that new pricing rules from the Competition and Markets Authority (CMA) took effect, it wasn't until November that the CMA confirmed its approach on resort and destination fees. So it will be in 2026 the new rules will really have an impact on travel companies.
ABTA's Code of Conduct has always required our members to display any resort or destination fees. The CMA is now requiring them to be shown as part of the total price, despite these fees typically not being payable to the travel company but are instead paid in destination.
This is a significant change to how travel businesses display their prices, and can mean an overhaul of systems, at considerable time and cost. We’re urging the CMA to give travel companies time to make these changes before taking any enforcement action.
Championing human expertise in the era of AI
Most people are still committed to using travel agents and tour operators, and our research shows this is true across the generations. This is despite an increasing use of AI for holiday inspiration, as shown in ABTA's Holiday Habits report.
Travel is, by its nature, a highly personal business. What our members do particularly well is offer real expertise, build relationships with customers, and get to know their individual preferences. Not only are they a trusted source of information, but they also provide support should customers need help while on their trip, something AI can’t replicate.
Keeping focused on this, while also looking at how AI can improve efficiencies to allow more time to spend with customers, will help travel companies ride the AI wave.
Pushing for an enhanced EU youth mobility scheme to help outbound travel grow
ABTA will continue to press for a comprehensive youth experience scheme to support young people seeking to work in the EU. This will restore the opportunity for young people from the UK to live and work across the EU for short periods of time.
The scheme will also revitalise an entry route to fulfilling and rewarding careers in the travel industry that has been a well-trodden path, with ABTA research showing 49% of industry leaders have completed a season overseas.
Continuing to advocate for making travel accessible for all
For many years, ABTA has worked with members and wider stakeholders to improve accessibility, looking at how travellers’ needs can be addressed at all parts of the holiday journey, from planning and booking through to the trip itself, and across different modes of transport. We’ve been considering both visible and non-visible disabilities and other assisted travel needs.
This year, we will be publishing new and updated guidance for members and travellers to help address some of the challenges customers and businesses face in finding accessible travel services, whether travelling for leisure, business or to visit friends and family. Our annual accessible travel event, to be held this year on 3 February, will explore this topic in more detail.
Mark Tanzer,
Chief Executive, ABTA
Continue reading...
