The Chancellor?s much-hyped tax giveaway did little to help the travel industry.
As we face challenges from fluctuating fuel prices, plunging currency values and a hugely risk-averse atmosphere in the financial markets, the tax man comes knocking again ? just when the industry and consumers can least afford it.
Far from buoying our sector with promised incentives and assistance, travel ? frequently seen as a soft touch ? is to be penalised yet again.
It?s time government stopped seeing travel as a cash cow to be milked when it needs to boost its coffers.
Our politicians must recognise the huge benefits the industry brings, not just to the UK population but also to the destinations it operates in.
And it must also start appreciating that increased taxation might threaten that contribution.
Instead of seeing outbound travel as an industry that just exploits in its bid for profit, the government should appreciate the many benefits it brings.
These can be cultural, social and political.
Intangible, yes; but important, certainly.
We hear plenty of claims about how travel ?uses and abuses? destinations but little about how it supports and, indeed, sustains communities.
In the current climate, withdrawal from, or cutbacks to, a range of destinations could be a real and serious consequence of chancellor Alistair Darling?s decision to increase Air Passenger Duty.
Abta cites the Caribbean and Kenya as just two destinations whose economies depend on tourism, particularly from the UK, and which could sufferterribly.
So, the launch of our Travel Gives Back campaign could not have come at better time.
We shall raise the profile of the positive effect travel has, both through its business practices and charitable endeavours.
If we champion good practice and inspire more people to get involved, the huge contribution our industry makes should never be overlooked by government again.
To see what others are already doing, and how you can get involved, read all about our Travel Gives Back campaign.
