WTTC Calls Out the Latest Tax Take from International Travellers Julia Simpson, WTTC President & CEO said: “This completely undermines the UK’s growth policy. Instead of making the UK an attractive place to visit, this is another barrier to tourists. “International visitors are effectively exports - bringing valuable currency. The UK is one of the most expensive countries to visit - higher than average VAT, Air Passenger Duty, inflated prices fuelled by Employers National Insurance, and absence of tax-free shopping for valued customers. Own goals that damage our economy.