ESTA fee nearly doubles for visa waiver travelers, including Hungarians as U.S. raises costs from September Thirty, 2025: All You Need to Know

Travelers planning short stays in the United States under the Visa Waiver Program will soon face higher entry costs. Beginning September 30, 2025, the fee for the Electronic System for Travel Authorization (ESTA) will rise from $21 to $40, according to updates published by U.S. Customs and Border Protection (CBP). The ESTA allows citizens of 41 participating countries, including Hungary and other European Union members, to visit the U.S. for up to 90 days without a visa. While the authorization remains valid for two years, the nearly doubled cost may influence travel decisions for families and frequent visitors. This increase comes as international visitor numbers to the United States remain below pre-pandemic levels, raising questions about whether higher costs will discourage tourism further.

What changes on September 30, 2025

According to CBP, the new ESTA fee structure will include:

• $10 processing fee
• $30 authorization fee, split between the U.S. Treasury and travel promotion programs

If an ESTA application is denied, applicants will only be charged the $10 processing fee. For approved travelers, the $40 authorization will grant the same two-year validity, tied to the traveler’s passport.

Who needs ESTA

Citizens of 41 countries in the Visa Waiver Program, such as Hungary, the United Kingdom, Germany, France, Japan, South Korea, and Australia, must hold a valid ESTA before boarding a flight or ship to the U.S. Travelers without ESTA or a visa can be denied entry or boarding.

Hungarian citizens continue to be eligible, but the higher cost is likely to add pressure for families or groups planning U.S. visits.

Tourism backdrop: Falling visitor numbers

Data published by the U.S. National Travel and Tourism Office (NTTO) show that international arrivals fell by 1.6 percent in the first half of 2025 compared with the same period of 2024. In July alone, the number of foreign visitors dropped by over 3 percent, with total arrivals at 19.2 million. This marks the fifth month of decline and highlights a tourism market still recovering from the pandemic, when arrivals peaked at nearly 80 million visitors.

Travel costs globally have been rising, and analysts note that higher entry fees could further weigh on demand.

Additional fee increases for non-visa waiver countries

Alongside the ESTA changes, U.S. authorities have confirmed that starting October 1, 2025, nationals of non-visa waiver countries such as Brazil, China, India, and Argentina will face a new “visa integrity fee” of $250. This brings the total cost of a U.S. tourist visa to $442, placing it among the highest visa application fees worldwide.

Impact on Hungarian and European travelers

For Hungarian tourists, the higher ESTA cost adds a new layer of expense. A family of four, for instance, will need to budget $160 in ESTA fees before booking flights or accommodation. While ESTA remains valid for two years, the upfront expense may discourage repeat travel or spontaneous short trips. European tourism agencies have already noted price sensitivity in transatlantic travel, and higher fees may shift demand toward more affordable destinations such as Canada, which recently announced direct Budapest connections, or Mediterranean holiday markets.

Preparing for the changes

Travelers are advised to apply for ESTA only through the official CBP website to avoid third-party service charges. Applications can be submitted up to 72 hours before departure, though earlier is recommended. Those with valid ESTAs issued before September 30, 2025, can continue using them until expiration without paying the new rate.

Looking ahead

With U.S. tourism numbers still below pre-pandemic peaks, the timing of these fee increases is significant. While the revenue helps support tourism promotion and border security programs, the higher costs could deter some travelers at a moment when international competition for visitors is growing. For Hungarians and other European tourists, planning ahead and weighing travel budgets will be more important than ever.

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