With the UK’s ETA (Electronic Travel Authorisation) system extended to EU travellers as of 2nd April 2025, it’s important to consider how this change might affect your events and your valued European delegates.
At Bien Venue, we understand that events are about bringing people together and crossing borders to create unforgettable experiences. So, we’ve created this guide to help you navigate the new ETA requirements.
What is the ETA System?
The ETA (Electronic Travel Authorisation) is a digital approval linked to a visitor’s passport. It is a form of pre-travel clearance introduced to strengthen border security and speed up arrivals. Non-Europeans already need an ETA to travel to the UK, and an ETA is not required for transit passengers who do not pass through UK border control.
Key points to note
- Application: Via an online form, including traveller’s passport, contact details, and photo
- Validity: 2 years for visits of up to 6 months
- Fee: £10 (rising to £16 from 9th April 2025)
- Processing time: Usually up to 3 working days
- Individuals only: Group applications are not permitted
Why the ETA matters to UK event organisers
The UK’s event landscape is enriched by the presence of EU attendees – these guests contribute to numbers, and to the overall experience. However, introducing a new layer of admin and cost could shift the dynamic, especially for those used to frictionless travel.
“While the ETA introduces a small additional step and cost to travel, clear communication and forward planning can help event planners ensure it doesn’t become a barrier. With the right messaging, organisers can maintain strong attendance, protect revenue streams, and continue to deliver events that feel accessible and welcoming to international guests.” – Kerry Edwards, Managing Director, Bien Venue
Steps to help you stay ahead
By planning early and supporting your guests, you can soften the impact. Here’s how:
1. Help EU guests understand the new ETA rules
Clarity is key. Make sure your messaging:
- Explains the ETA requirement in simple, clear terms
- Includes step-by-step instructions and links to the official site
- Reassures attendees that it’s a quick, straightforward process
At Bien Venue, our event management services ensure every part of the attendee journey is thought through, including clear pre-event communications.
Explore our event services, here.
2. Encourage early registrations
With any new system, delays can happen, especially during busy periods.
- Promote early sign-ups with incentives such as early bird pricing or exclusive access
- Build in gentle reminders about deadlines to apply for the ETA
Thanks to Bien Venue’s venue finding expertise, we help secure the best locations early, giving you more time to promote and prepare. See our venue finding services, here.
3. Collaborate with others in the industry
You don’t have to tackle this alone.
- Share best practices with other organisers
- Stay in the loop on government updates
- Add your voice to the wider conversation around international accessibility
We’re proud to work closely with industry partners, offering collaborative solutions that strengthen every event we support.
“The introduction of the UK of the Electronic Travel Authorisation (ETA) scheme adds an extra step and costs for European visitors attending meetings and events, making early communication and planning essential. While we welcome efforts to enhance border security and streamline entry, the MICE industry must work closely with venues, organisers and government bodies to ensure this doesn’t become a barrier to business travel. The UK remains a leading destination for international events, and it’s crucial that accessibility and ease of entry remain a priority.” – Louisa Watson, Chair, beam (industry association)
Looking ahead with confidence
The ETA system may present a new hurdle, but with forward thinking and a little extra planning, it doesn’t need to become a barrier. At Bien Venue, we’re here to help you keep your events welcoming, inclusive and well-attended.
With the right approach, your next event can still be your best yet.
More information and to apply
For official guidance on the ETA system, please visit the UK Government’s official website for ETA – click here.
For more information on how to travel to the UK on business – click here.
Let’s talk
At Bien Venue, your event is our business! If you’d like help adapting to the new travel rules, or just want to chat about how to make your event even better, contact Bien Venue:
- Phone: +44 (0)1625 877776
- Email: info@bvevents.co.uk
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Bien Venue is a boutique creative agency that specialises in free UK venue finding. We offer more than workshops, training, conferences, or off-site meetings venue searches. We also book and manage away days, residential training events, awards, roadshows, team building, and more. Plus, we offer group accommodation management and event-specific bedroom allocations.