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International travelers planning a trip to the United States are facing a significant change in entry costs. The Department of Homeland Security has announced that the fee for the Electronic System for Travel Authorization (ESTA) will increase from $21 to $40, effective September 30, 2025. This marks one of the most substantial hikes in recent years and is expected to impact millions of tourists and business travelers from Visa Waiver Program countries.
What Is ESTA and Who Needs It?
ESTA is an automated system that determines the eligibility of visitors to travel to the U.S. under the Visa Waiver Program (VWP). Citizens of 40 countries—including most of Europe, Japan, South Korea, and Australia—can use ESTA to enter the U.S. for tourism or business stays of up to 90 days without obtaining a traditional visa.
The application process is completed online and typically takes minutes, though approval can take up to 72 hours. Once granted, an ESTA is valid for two years or until the traveler’s passport expires.
Why the Fee Increase?
According to officials, the fee hike is intended to cover rising administrative costs and fund tourism promotion efforts through Brand USA, a public-private partnership that markets the United States as a travel destination. The increase also reflects inflationary pressures and expanded cybersecurity measures to protect traveler data.
Critics argue that the timing is problematic, especially as global travel continues to recover from pandemic-era disruptions. Some travel advocacy groups warn that the higher cost may deter budget-conscious tourists and reduce competitiveness with other destinations.
What Travelers Should Do Now
Travelers planning to visit the U.S. in the coming months are advised to apply for ESTA before September 30 to lock in the current $21 rate. Even if your trip is scheduled for later in the year, applying early can save money and ensure smoother entry.
Here are a few tips:
Apply early: Don’t wait until the last minute—ESTA approvals can take up to 72 hours.
Double-check passport validity: Your ESTA is tied to your passport, so make sure it’s valid for the duration of your stay.
Beware of third-party websites: Use only the official government portal to avoid inflated fees and scams.
Broader Implications
The fee increase is part of a broader trend of rising travel costs globally, from airline surcharges to hotel taxes. As countries adjust their tourism strategies post-COVID, travelers are being asked to shoulder more of the financial burden.
For the U.S., the move signals a renewed focus on balancing security, revenue generation, and international outreach. Whether it will affect inbound tourism numbers remains to be seen, but for now, savvy travelers are racing the clock to save on their next American adventure.