Media comment: ESTA fee rising to $40

In response to confirmation from US authorities that the ESTA fee will rise from $21 to $40 on 30 September 2025, Julia Lo Bue Said OBE, CEO of Advantage Travel Partnership, said:

“The US authorities have officially announced that, as of 30th September 2025, the fee for obtaining an Electronic System for Travel Authorization (ESTA) will increase from $21 to $40. The price of an ESTA nearly doubling under the Trump administration is a blow to British travellers and is likely to impact US visitor numbers over the coming months. However, if travellers are planning a trip to the US in the next two years, they can avoid this fee increase by securing their ESTA before 29th September. We know travel continues to be consumers’ top discretionary spending priority, with value for money and cost savings a key consideration within this, so avoiding unnecessary additional costs such as higher visa fees can make a real difference. With significant changes like this, it's crucial that travellers stay informed, and this is where booking through a trusted travel agent becomes especially valuable. Agents not only help navigate evolving entry requirements such as ESTA but also ensure travellers remain fully compliant and avoid unexpected costs or complications down the line.”