Ski operators were scrambling to contact thousands of clients due to travel over the festive season after the French government tightened its entry requirements over fears around the Omicron Covid variant. 

From Saturday (18 December), Brits travelling to France will need a “compelling reason” to visit the country, which does not include tourism or non-urgent business trips, although visiting family is still allowed by the new entry regime.

The news has led Abta to make a fresh demand to Westminster for sector-specific financial help.

Chief executive Mark Tanzer said that while government had “recognised the plight” of the hospitality sector, he urged ministers “the time to act is now” to save beleaguered travel firms. 

According to Tanzer, hospitality trading has been down by 40% in December but – despite travel business being down by almost 80% down across this year – the industry “continues to be ignored”.

“Over the past fortnight, we have heard nothing from government about how travel and tourism might be supported.  The time to act is now,” he said.