Willie Walsh, the director general of the International Air Transport Association, has slammed the UK government's decision to increase the cost of the Electronic Travel Authorisation, which will soon be used by European travellers to enter the UK.

He said: "Gouging these travellers with a 60 percent increase in the ETA is a very bad start.

"It's time for the UK government to see the big picture. It has everything to gain by making the UK a more cost-competitive travel destination - including the substantial tax revenues that travellers generate. It makes no sense to discourage visitors with high costs even before they set foot in the country."

The Electronic Travel Authorisation is set to be introduced in April. But the cost is poised to rise from £10 to £16, in a move that's been widely criticised by leading figures in the tourism industry.

Tim Alderslade, the CEO of AirlinesUK, the association of UK airlines, has described the decision as "bitterly disappointing".

He said: "[The fee increase} makes little sense in a country that depends on its air connectivity for economic growth, and which only recently raised air passenger duty to record levels.

"The UK cannot hope to compete globally if we continue to place a wall of costs in front of those wanting to visit and invest in this country."

Elsewhere, Luke Petherbridge, the director of public affairs at ABTA, the UK’s travel agent trade association, has warned that the move "risks stifling growth".

He explained: "Coming on the back of increases announced for Air Passenger Duty in the recent budget, we are seeing a layering of additional charges in a sector which has been forecast to grow strongly."