U.S. ESTA Fee Increase and Brand USA Cuts Raise Alarms

Today, reports highlight a rise in the ESTA fee and significant cuts to Brand USA’s marketing budget, prompting concern from the U.S. Travel Association.

Though modest in value—a $19 increase—the new fee is seen as a potential visitation deterrent, especially ahead of major events like the 2026 FIFA World Cup.

Meanwhile, funding for Brand USA—the U.S.’ national tourism marketing agency—has been slashed, prompting fears over reduced global promotion.

The U.S. Travel Association branded the fee hike a “self‑imposed tariff” that could reduce international visitor numbers and impact local economies reliant on tourism.

Executive Geoff Freeman called for Congress to reverse the cuts and maintain ESTA affordability, stressing the importance during the World Cup and 2028 Olympics.

Travelers are now advised to account for these additional costs as they plan visits, and tour operators warn such changes could undermine the U.S.’ global tourism competitiveness.