"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," said Aito chair Chris Rowles.
“Pent-up demand from UK-based skiers unable to travel last winter has meant bookings were at higher-than-normal levels this Christmas and new year, to add insult to injury."
From Saturday (18 December), Brits travelling to France will not be permitted entry for tourism purposes; anyone wishing to visit will have to a "compelling reason" to do so.
Seasonal Businesses in Travel, a coalition of some 200 outbound travel companies, has described the move as "devastating" with many firms already having planned and staffed up for the season after two curtailed winters.
Club Med, Inghams and Esprit Ski have all already announced plans to suspend departures to France until the new year.
Rowles said the decision would undoubtedly have a knock-on effect on bookings. “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 on the prime minister and the chancellor to 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."
Rowles added chancellor Rishi Sunak’s hints of further support for pubs, bars and restaurants came as another affront to travel. "Why does the travel sector not merit such immediate attention when it is similarly imperilled?" he added.
