ESTA is becoming massively more expensive

Anyone wanting to travel to the USA in the future will have to increase their travel budget: The ESTA fee for visa-free entry will be increased from $21 to $40. The US Congress passed this as part of a comprehensive legislative package, as «Travel Weekly» reports.

In addition to the fee increase for international travelers, the package also provides for a massive cut in federal funding for Brand USA—the official marketing organization of the United States will receive only $20 million annually instead of $100 million. This is due to overarching austerity measures in the federal budget.

Criticism from the tourism industry

While the US Travel Association was pleased with investments in air transport—such as the modernization of air traffic control and the expansion of Customs and Border Protection staff—it sharply criticized the increase in the ESTA fee and the drastic cuts in funding for Brand USA.

Geoff Freeman, president of the US Travel Association, highlighted smart investments in the travel experience, though he noted they are being undermined by unreasonable new fees and a decline in America's tourism marketing. He called this a missed opportunity, especially in view of upcoming major events such as the 2026 FIFA World Cup and the 2028 Summer Olympics.

Freeman called on Congress to restore full funding for Brand USA—as proposed in the administration's fiscal year 2026 budget proposal. He also called for consideration of ways to reduce or eliminate fees for international guests in the future. «These increases act as a self-imposed tariff on one of the United States' most important export industries—international tourism,» Freeman said.

The exact implementation date of the new ESTA fee may vary depending on the implementation. Travelers should check the official Website for the latest information before booking.