Sir Richard Branson along with a host of other VIP’s were in Cancun to celebrate the launch of Virgin Atlantic’s new route to the world’s top vacation destination. But even in midst of the celebrations, Sir Richard did not forget to campaign for a cause which is a trouble for holidaymakers. He was campaigning for Air Passenger Duty (APD) to be scrapped. To bring to light the fact that the APD tax is 'suffocating', Sir Richard informed that he would pay the tax on flights to the Mexican resort town for tickets purchased over a two-day period. He announced this during a speech in Cancun following the airline’s inaugural trip to the destination 7th of the month.


He called the charges a ‘disgrace’ and claimed that the British Government will take around £600 million in APD during July and August - equivalent to £10 million per day. This tax has blown out of proportions over the years and years of above-inflation increases have hit passengers in UK hard. As a result the economy is being affected and making recovery from the recession difficult. Under the tax rules, a family of four is now being asked to pay £325 in Air Passenger Duty to take a holiday to Cancun which according to the President of the airline is a discredit.

Passengers who book Virgin Atlantic tickets on July 14 and 15 for travel from the UK to Cancun between August 28 and December 5, 2012 and from January 1 to March 12, 2013 will be exempted from paying APD. Virgin Atlantic and Virgin Holidays are also adding a message to their e-tickets, urging passengers to complain to the British Government about the tax.

The message reads: ‘Thank you for choosing to fly with us. You might be surprised to know that you have just paid the highest air passenger tax in the world to the British Government. Please join us in supporting the Fair Tax on Flying campaign. Visit and, if you live in the UK, please take 15 seconds to email your MP to tell them that Air Passenger Duty is now far too high.’