ESTA Price Almost Doubles: What US-Bound Travellers Need to Know About the Fee Increase

A Near-Doubling of the ESTA Fee

Anyone planning to visit the United States should take note: the cost of an ESTA (Electronic System for Travel Authorisation) permit is about to almost double. From 30 September 2025, the price will jump from $21 (approximately 16 GBP) to $40 (approximately 30 GBP).

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The ESTA is the standard entry requirement for most British and European travellers visiting the US for tourism or business stays of up to 90 days. The sharp increase represents a near-tripling of the fee in barely three years, following a previous rise from $14 to $21 in May 2022.

Where Does the Money Go?

The price increase breaks down into several components:

• Operational fee increase: $6 (approximately 4.50 GBP) goes toward running the ESTA system
• Travel promotion fee: The existing $17 (approximately 12.50 GBP) element remains unchanged
• Treasury General Fund fee: A new charge of at least $13 (approximately 9.70 GBP), mandated by Congress through the One Big Beautiful Bill Act

The largest portion of the increase flows directly to the US government's general fund, making this as much a revenue-raising measure as an administrative one.

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The Deadline to Save

Applications that are completed and paid for by 29 September 2025 will be charged at the current lower rate of $21. Since the ESTA is valid for two years, securing one before the deadline could save you $19 (approximately 14 GBP) -- a meaningful saving, especially for families.

The cutoff is precise: the new rate takes effect at 12:01 AM Eastern Daylight Time (5:01 AM BST) on Tuesday 30 September.

Future Increases Are Already Baked In

President Trump's legislation stipulates that the fee will subsequently rise in line with US inflation, using the July figure for the consumer price index. In July 2025, this stood at 2.7 per cent. That means in 2026, the cost will tick up by another dollar to $41 (approximately 31 GBP).

This inflation-linked mechanism means the ESTA will continue to become more expensive year after year.

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From Free to $40 in Seventeen Years

When the ESTA was first launched in 2008, it was completely free. A $14 fee was introduced in 2010. The May 2022 increase brought it to $21. Now, at $40, the cost trajectory has been steeply upward -- and it shows no signs of levelling off.

Beware of Third-Party ESTA Websites

A significant trap awaits unwary travellers: numerous third-party websites pay for prominent placement on Google search results and charge fees that can quadruple the cost of an ESTA. These sites have no connection with the US government and are often based abroad.

For example, one prominent site called US Immigration Support is based in Belize, Central America -- not in the United States. Always apply directly through the official US Customs and Border Protection website to avoid unnecessary surcharges.

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The European Equivalent Is Coming Too

The EU's proposed ETIAS (European Travel Information and Authorisation System) has seen its own price inflation. Originally proposed at 7 EUR (approximately 6 GBP), the permit has nearly tripled to 20 EUR (approximately 17 GBP). ETIAS is scheduled to take effect in October 2026 and will be required for British travellers visiting the Schengen Area.

How to Apply for Your ESTA

1. Visit the official CBP website at esta.cbp.dhs.gov
2. Complete the application form with your passport details and travel information
3. Pay the fee by credit or debit card
4. Most applications are approved within minutes, though some may take up to 72 hours
5. Your ESTA will be valid for two years or until your passport expires, whichever comes first

If you have any US travel planned before September 2027, applying now at the current rate is the financially smart move.