Jason Wouhra, who is also chief executive of Lioncroft Wholesale, which has sites in Smethwick and Birmingham, made the comments following the publication of the government’s new traffic light system for international travel.
From May 17, leisure passengers returning from green list countries to England will not be required to quarantine.
But these passengers will be required to complete a pre-departure test up to 72 hours before travel and a single PCR test on or before day two of their arrival in England.
Mr Wouhra said: “The Government’s new traffic light system for international travel saw 12 destinations added to the green list, but this is a cautious and narrow list, with various destinations on it having their own restrictions on international travel. We will have to see how the list adapts and changes in the coming weeks to see the impact on the travel industries.
“The PCR test can cost between £105 and £500 according to the government list, which is simply too much for some families to have to take a series of. The cost of these tests need to come down in price for all to be able to afford it.
“Notwithstanding the above, the safety of all must be paramount. We need to apply the same rigorous use of data and evidence that’s underpinned domestic policy when it comes to restarting international travel. We must work together to bring an end to the coronavirus pandemic, here in the UK and globally.”