Event attendees… they travel far and wide for an event they want to attend. So, how do they react to sudden travel restrictions?

As of 2nd April 2025, the Electronic Travel Authorisation (ETA) system is extended to EU travellers entering the UK. So, what does this mean for you, your event, and, most importantly, your EU attendees?

Before we approach this topic, let’s start off by understanding what the Electronic Travel Authorisation (ETA) system actually is and how it works.

Understanding the ETA system

Electronic Travel Authorisation, also known as ETA, is a digital immigration system which authorises a person to travel to the UK. Its purpose is to help enhance border security and streamline the entry process into the country by electronically linking to the visitor’s passport.

How does it work, and who needs it?

An ETA can be applied for online, where visitors are asked to provide their details, covering everything from biographic, biometric, and contact details to answers on suitability and criminality. It is not a visa and is set in place for visitors who do not need one but don’t already have a UK immigration status.

The ETA is valid for two years, allowing stays of up to 6 months. The application currently costs £10, increasing to £16 as of the 9th April, and processing usually takes 3 working days.

Why does this matter for UK events?

Events in the UK, from music festivals and international sporting events to industry conferences and trade shows, thrive on the influx of EU visitors. These attendees are often more than just numbers and represent significant economic contributions and the vibrant, diverse spirit that makes UK events memorable.

But adding a layer of travel restriction may become a deterrent to those who favour spontaneous visits to the UK. With EU travellers being accustomed to frictionless travel to the UK, they may think twice before committing to an event, especially if they are unaware of the new requirements or perceive the process as too complex or costly.

How can this impact your event?

There are a few ways in which this may impact your event:

• Attendance Levels: If the new system leads to a significant drop in EU visitors, events that typically attract large numbers of European attendees may experience a decline in registrations. This is particularly concerning for events that rely on last-minute bookings or require prior commitment, such as paid or ticketed events.
• Financial Implications: Regardless of the type of event, hosting can come at a substantial cost for organisers. Usually, these costs are justified and often offset by revenue from ticket sales, exhibitor fees, and additional services. However, a decline in attendance may result in unexpected financial losses, which could have a ripple effect throughout the business.
• Indirect Implications: The added hassle of applying for an ETA may deter even the most loyal European attendees. This could damage the reputation of UK events as being easily accessible and welcoming to international visitors, potentially impacting future attendance and long-term viability.

How can you minimise the impact?

While the full impact of the ETA will only become clear after its implementation, it’s wise to start planning to mitigate any negative effects. Here are a few proactive strategies to consider:

• Inform and Assist EU Visitors: Although you cannot help EU visitors bypass the ETA process, you can make it as straightforward as possible. Communicate the requirement in your promotional materials, including links to official guidance and step-by-step instructions. Use simple, concise language to ensure visitors understand what they need to do and when.
• Promote Early Bookings: With the introduction of a system as broad as the ETA, there is always a risk of processing delays, especially during peak periods. To reduce the likelihood of last-minute complications, encourage early registrations. Offer incentives such as early-bird pricing for paid events or exclusive content and access for free events. This not only helps your visitors secure their ETA in time but also gives you better visibility of attendee numbers.
• Collaborate and Advocate: Joining forces with other event organisers can amplify your voice when advocating for clear, consistent information from government bodies. Forming partnerships and pooling resources will allow you to share best practices and keep each other informed about evolving regulations and solutions.

Looking Ahead

While the ETA introduction is a challenge, proactive preparation and open communication can help mitigate its impact. By staying informed and supportive of your audience, your event can continue to flourish, even in a post-ETA world.

You can find the official government guidance here.