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What is ETA?

Key Challenges

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The new UK ETA System

Starting in 2025, the UK is introducing the Electronic Travel Authorisation (ETA) system, of significant importance for those travelling internationally for business. This new digital travel permit applies to visitors from visa-free countries, including European Union citizens, and impacts short-term business visits. From April 2, 2025, EU nationals will need an ETA. If your business involves frequent trips to the UK, understanding this new system is important for smooth travels.
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Here’s a breakdown of what this means for your business, and how you can stay ahead of the changes.

What is the ETA, and why does this matter?

The ETA is not a visa but a digital travel permission for short stays. It’s simple to apply for, costs £10, and remains valid for two years, allowing multiple entries for stays of up to six months per visit. The 180-day (6-month) rule refers to the maximum duration of stay per visit, not per year. For businesses, this is more than a formality. It introduces an additional administrative step for your international sales team, export managers, or directors traveling to the UK for meetings, events, or market exploration. While it’s straightforward, it’s an extra step that needs to be done in advance or avoid delays.

Key challenges and recommendations for Businesses

Prepare your trips in advance and organise your personal ETA in March 2025. ETA decisions typically take three working days but can take longer if additional checks are needed. Late applications could delay business trips. Even if employees only have a layover in the UK, they will still need an ETA, adding preparation for connecting flights. In other words if you are traveling to the US and have a stopover in London, you need to organise your ETA. Ensure employees are aware of the process and requirements, including the use of the UK ETA app for faster results.

Boost Business: your local commercial professional

With the ETA system adding new layers to international travel, having a local presence in the UK is more important than ever. Boost Business provides local commercial professionals who live in the UK, understand the UK market, speak the language, and can build relationships with key players. Our boosters represent your business, drive sales, and create local partnerships — minimising your need to travel.

Ready to explore your options?

Ready to explore your options? Let’s discuss how we can bring apply these trends into your business.

What does a local commercial professional do?

Expanding your business across borders is exciting, but also incredibly complex. Many companies that find success in their home market struggle to replicate that performance internationally. Why? Because knowing the language isn't enough. You need to know the people. The market. The rhythm. The rules.

That's where a local commercial professional comes in.

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The main ingredient: Local, commercial, hands-on

A local commercial professional is not just a "rep" or an advisor. It’s someone who lives and breathes the local market. They have industry knowledge, speak the local language, and know how to close deals in their home turf. At Boost Business, we call them Boosters.

These professionals act as your local country manager or account manager. They're embedded into your brand’s mission but bring their own network, experience, and credibility in the market. The difference? They don't just give advice, they execute.

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1. Sales: From cold outreach to relationship building

The most immediate value? Sales. A local commercial professional knows how to open doors. They know which events to attend, how to follow up, and who to talk to and they already have warm connections.

They’re not afraid of the grind. They do the outreach, set up meetings, and guide prospects through the sales pipeline. And because they live in the same timezone and speak the same language as your prospects, they're faster, more effective, and more trusted.

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2. Partnerships: From wholesalers to retailers and local players

International growth isn’t just about selling more. It’s about building the right ecosystem. Boosters help you identify and secure local partnerships: from distributors and importers to logistics and marketing agencies.

They already understand the key players in your sector. They know how to pitch your story and how to position your brand alongside others. This leads to faster traction and better conversion rates.

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3. Marketing: be the face of your brand

Marketing is often lost in translation. What works in the Netherlands might feel tone-deaf in Germany, or irrelevant in the UK. A local commercial professional knows how to localise your story and spot the right opportunities to get your brand in front of the right people.

From representing you at trade shows to recommending local marketing partners, a Booster makes sure your brand doesn’t just arrive, it lands.

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4. Culture & Communication: The unknown advantage

Doing business internationally means dealing with cultural nuances. Germans love structure and precision. Spaniards value relationships and shared decision-making. The UK? It’s all about trust and subtlety.

Your local commercial professional bridges that gap. They help you avoid missteps, translate not just the words but the intention behind messages, and ensure smoother internal and external communication.

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Why this model works: Flexibility + Focus

Most Boosters start with 10-12 hours a week. This allows companies to test and scale without overcommitting resources. If the collaboration is successful, hours and responsibilities can grow. Some clients even bring Boosters in-house full-time.

But most of the time, the Booster model works because it’s lean, agile, and focused on execution.

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Where Boost Business comes in

At Boost Business, we connect international companies with the right commercial professionals across the UK, Germany, Spain, and the Netherlands. Whether you're exploring a new market or want to accelerate in a region you're already active in, we match you with someone who has:

A proven network in your industry
Commercial experience and mindset
The right cultural understanding
Motivation to grow your brand with you

Ready to explore this approach for your business? Let’s talk.

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