The United Kingdom consistently ranks as a top tourist destination among American travelers. But tourism industry experts fear this might change after the U.K. officially increased its mandatory Electronic Travel Authorization (ETA) fee as of the deadline on Wednesday, April 8.

Americans, who are no longer exempt from getting an ETA for short-term visits up to six months, must now pay double the original cost since its launch over two years ago. The price hike comes a year after the U.K. government already increased its ETA fee by 60% in 2025, which drew concerns among international travelers and local tourism leaders.

Here’s everything American travelers should know about the new U.K. ETA costs, how it could impact U.S. visits that currently lead U.K. inbound tourism, as well as the cheapest and easiest way to get an ETA.

Why Americans Must Now Pay Double For An ETA To Enter The U.K.

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The U.K. government has now increased its ETA fee from £16 ($22) to £20 ($27), officially doubling its price from £10 ($13) upon its launch in October 2023. Initially, the U.K. government announced the price increase without releasing an official implementation date, but that date has now arrived as of April 8.

The U.K. Home Office’s updated factsheet states that “the cost of an ETA is kept under review” as with all its fees, and that the implementation of this system helps improve the U.K. border’s security.

“Those applying for an ETA provide their biographic, biometric and contact details, and answer a short set of questions on suitability and criminality,” says the U.K. Home Office. “This increases our knowledge about those seeking to come to the UK and prevents the arrival of those who present a threat.”

Since the initial fee increase, the U.K. government has explained that it aims to reduce reliance on taxpayer funding for immigration and enhance systems that align with global border security standards.

Ironically, among the model borders cited by the U.K. is the United States’ own version of ETA. The cost of a U.S. ESTA (Electronic System for Travel Authorization) was also increased in September 2025 from $21 to $40, which is set to generate around $3.8 billion from international tourists by 2034, including U.K. travelers.

Furthermore, the U.K. and U.S. borders are not the only ones making such major changes to their electronic travel authorization systems and application costs.

The European Union (EU) already tripled its ETIAS (European Travel Information and Authorization System) application fee before it’s even been rolled out (which is expected in late 2026). The cost was originally €7, or about $8 USD, which has risen to €20 (approximately $23 USD).

Meanwhile, Japan will launch its own version, called JESTA (Japan Electronic System for Travel Authorization), by March 2029.

U.K. ETA: What It Is And What The Rules Are For U.S. Citizens

Americans must secure an ETA to enter the U.K. for tourism, study, business, or transit, whether they are traveling by air, land, or sea. An ETA is a type of travel permission that grants the holder entry into the U.K. It permits travelers multiple entries to the U.K. for stays up to six months at a time over two years or until the holder’s passport expires (whichever is sooner).

U.S. travelers who fail to secure an ETA before their U.K. visit will not be allowed to board their transport. This also applies to those taking connecting flights and transiting through U.K. passport control. Visitors do not need an ETA if they do not need a visa for short stays of up to six months, or do not already have a U.K. immigration status.

U.K. Risks Losing Its Leading American Tourists Due To Increased ETA Fees

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Last year, industry experts already sounded the alarm on the impact of the U.K.’s initial ETA fee increase on inbound tourism. Clive Wratten, CEO of the Business Travel Association (BTA), said the policy “risks discouraging vital inbound travel,” particularly business-related trips. Some frustrated international travelers also called it a “money grab.”

With these warnings surrounding the newly increased £20 ETA fee in mind, the U.K. risks losing its leading tourist market, which is the U.S., based on visitor numbers, per Statista.

The U.K. welcomed 5.6 million visits from the U.S. in 2024 alone, according to Visit Britain. Canadians, who also need an ETA to visit the U.K., contributed to notable tourist economic activity as well, though not as much as American visitors.

Key Figures For U.S. And Canadian Tourism To The U.K. (2024)

Despite the concerns stemming from ETA fee increases, the U.K. Home Office still reported in its updated factsheet that 24.8 million U.K. ETAs were issued between the launch of the scheme in October 2023 and the end of 2025.

The Cheapest And Easiest Way To Get A U.K. Electronic Travel Authorization (ETA)

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The U.K. Home Office warns in its official ETA guide that third-party application services, likely in the form of fake government sites, may charge a higher fee than the current £20. Some victims report that they have spent hundreds more on “processing fees” and “government fees.”

To avoid making such a costly mistake, make sure that you only apply for an ETA using the official “UK ETA app” available on Google Play and Apple App Store. It is also the easiest way to process this requirement, with most applicants getting an automatic decision within minutes of submitting their application.

How To Apply For A U.K. Electronic Travel Authorization (ETA)

The U.K. government highly recommends applying for an ETA at least three working days ahead of your trip, despite generally quick approval. Some cases may require further review, such as verifying identity, checking security or immigration databases for adverse information, like criminal records.

Step-By-Step ETA Application Process:

• Pay the £20 ETA fee via credit card, Apple Pay, or Google Pay
• Provide contact and passport details
• Provide a valid photo (check GOV.UK’s rules for digital photos)
• Answer a set of suitability and criminality questions
• Travel using the same passport used during the ETA application

The U.K. ETA is digitally linked to your passport and confirmed automatically when you scan your passport at e-gates or with a border officer. For more information on your ETA application, status, and validity, and more, visit GOV.UK.