From the end of September 2025, European travellers planning to visit the United States will face a sharp increase in the cost of their Electronic System for Travel Authorisation (ESTA). The fee, which allows entry under the Visa Waiver Program (VWP), is set to rise from $21 (€18) to $40 (€34) on 30 September 2025, nearly doubling the price for millions of visitors.
ESTA fee increase confirmed by US authorities
The change was confirmed by US Customs and Border Protection (CBP) on its official ESTA portal, with the system scheduled to update on 30 September. Any application submitted and paid for before this date will remain at the current $21 rate, but applications paid for afterwards will automatically incur the higher $40 fee.
An ESTA is valid for two years, or until the applicant’s passport expires, and allows multiple stays of up to 90 days for tourism or business. Nationals of 42 countries, including all EU member states, the UK, and partners such as Japan, Australia, and South Korea, are eligible.
Why is the ESTA fee increasing?
The fee hike stems from the “One Big Beautiful Bill Act”, passed by the US Congress in July. The law introduced a new $13 (€11) Treasury General Fund charge, while also increasing the ESTA operational fee from $4 to $10 (€8.50). The long-standing $17 (€14.50) travel promotion fee, which supports the Brand USA agency responsible for promoting tourism to the United States, remains unchanged.
This means the new $40 fee will be split as follows:
- $17 travel promotion fee (unchanged)
- $10 ESTA system operational fee (up from $4)
- $13 Treasury General Fund fee (new levy introduced by Congress)
If an ESTA application is denied, only the $10 processing fee will be charged.
US travel industry reacts with concern
The increase comes at a delicate moment for the American tourism industry. The US Travel Association has condemned the hike, warning it could deter international visitors at a time when arrival numbers are already in decline.
According to preliminary data from the US National Travel and Tourism Office, international arrivals to the US (excluding visitors from Canada and Mexico) fell by 1.6% in 2025 compared to 2024, representing a drop of more than three million people. July alone saw a 3.1% year-on-year decrease, with total arrivals at 19.2 million. It marked the fifth month in 2025 with declining figures, dashing expectations that numbers would finally surpass pre-pandemic levels of 79.4 million.
The downward trend has been linked to restrictive immigration policies, widespread tariffs, and cuts in foreign aid introduced under the Trump administration. Industry experts warn that rising travel costs could further erode the appeal of the US as a destination.
Another costly measure on the horizon
In addition to the ESTA increase, travellers from non-VWP countries will soon face another charge. From 1 October 2025, the US will introduce a new $250 (€287) “visa integrity fee” for non-immigrant visa applicants.
This policy is part of President Donald Trump’s “Big Beautiful Bill”, set to impose a $250 entry fee on all foreign tourists. However, there is a nuance: the $250 fee applies only to those requiring a visa, such as nationals from Argentina, Mexico, China, Brazil, and India. Visitors from VWP countries, including EU citizens, will instead face the increased ESTA fee of $40.
The two changes combined will make US visas among the most expensive in the world. For comparison, Australia’s visitor visa under subclass 600 costs AUD 195 (€108), while the UK’s six-month tourist visa is priced at £127 (€145).
What travellers need to know
For Europeans planning to visit the US, the advice is straightforward:
- Apply early: Anyone applying and paying for ESTA before 30 September 2025 will lock in the current $21 rate.
- Validity remains unaffected: An existing ESTA remains valid until its expiry, regardless of the fee increase. No reapplication is necessary until the authorisation expires.
- Application process unchanged: Travellers will still need a valid biometric or electronic passport, a recent compliant photo or selfie, and a valid online payment method. Authorisation is usually issued within minutes, but can take up to 72 hours.
The ESTA remains an essential requirement for short-term visits to the United States under the Visa Waiver Program. However, with costs rising significantly, the decision to travel may now require an even more careful budget.
As the United States grapples with declining international arrivals, industry stakeholders are questioning whether such fee hikes will help sustain tourism promotion efforts, or simply discourage more travellers from making the journey.
