ABTA Says Travel Faces Five Defining Challenges in 2026

As the new year began, ABTA chief executive Mark Tanzer used a column first published in TTG on 9 January 2026 to set out five challenges the travel industry must meet head-on. His message was that, while some are genuinely demanding, several also offer travel businesses an opportunity to grow and to build trust with customers.

Coming at the height of peak booking season, the list ranges from new EU border rules to pricing regulation, artificial intelligence and the case for an enhanced youth mobility scheme.

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Border systems and pricing rules

The first challenge is supporting members through the EU's new border systems. The column noted that 9 January 2026 marked the next phase of the Entry/Exit System (EES) rollout, with participating countries increasing the number of border posts in operation. Passenger experience had been mixed, from smooth transit to occasional long queues, and ABTA urged EU countries to use contingency measures to avoid lengthy waits as volumes rise.

Looking further ahead, the European Travel Information and Authorisation System (ETIAS) is scheduled to start in late 2026, though no exact date has been set and the application system is not yet live. ABTA stressed that any website offering ETIAS now is a scam, a point worth keeping in mind. The second challenge is regulatory: new Competition and Markets Authority (CMA) pricing rules mean resort and destination fees must be shown as part of the total price, a significant change to how travel companies display costs.

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Human expertise, youth mobility and accessibility

The third challenge is championing human expertise in the era of AI. ABTA's research suggests most travellers still value travel agents and tour operators across the generations, even as AI is increasingly used for inspiration. The association argued that the personal relationships and on-trip support agents provide are something AI cannot replicate, while using AI to improve efficiency can free up more time with customers.

The fourth challenge is pushing for an enhanced EU youth mobility scheme, restoring opportunities for young people from the UK to live and work across the EU for short periods, a path many in the industry once took. The fifth is continuing to make travel accessible for all, with new guidance planned for members and travellers covering both visible and non-visible needs across the journey.

Taken together, ABTA framed 2026 as a year of adjustment rather than alarm. Travellers who want to understand the new requirements can start with our ETIAS FAQs, which address the most common questions and help separate official guidance from the scams Tanzer warned about.