U.S. Visas Could Cost Double in 2026

While Trump’s Big Beautiful Bill garnered praise from the American Society of Travel Advisors (ASTA) for reducing taxes, the legislation’s steep increases to visitor fees and cuts to Brand USA funding are concerning some tourism officials.

The sweeping policy bill introduces a $250 “visa integrity fee.” The new fee applies to most non-immigrant U.S. visas, including tourist, student and work visas.

On July 3, U.S. Travel Association President and CEO Geoff Freeman released a statement addressing the marquee legislation.

Like ASTA, Freeman praised elements of the bill, such as investments to modernize air traffic control and funding for border security expansion; however, Freeman took issue with the visa integrity fee and increased Electronic System for Travel Authorization (ESTA) fee, which he described as “foolish new fees on foreign visitors.”

The bill imposes a visa integrity fee of “not less than $250” on each “alien issued a nonimmigrant visa.” This includes tourist visas. According to the bill, those who obtain a nonimmigrant visa may be eligible for reimbursement of the visa integrity fee if specific conditions are met.

The new fee does not apply to travelers from Canada, or countries like Ireland or Italy that participate in the Visa Waiver Program (VWP). Non-immigrant travelers entering the U.S. from VWP countries don’t require a visa, but must obtain approval via the ESTA system—the cost of which just rose from $21 to $40.

“Raising fees on lawful international visitors amounts to a self-imposed tariff on one of our nation’s largest exports: international travel spending,” said Freeman in a statement. “These fees are not reinvested in improving the travel experience and do nothing but discourage visitation at a time when foreign travelers are already concerned about the welcome experience and high prices.”

Freeman also raised concerns about Brand USA not getting sufficient support ahead of 2026—what should be a major year for international travel in the U.S. thanks to the FIFA World Cup. The Big Beautiful Bill slashed Brand USA funding down from $100 million to $20 million.

“Failing to fully fund Brand USA is a missed opportunity—especially as the administration seeks to maximize a historic slate of global events on American soil,” said Freeman. “As Congress begins work on FY26 appropriations, it must fully fund Brand USA and ensure visitor fees are lowered, if not eliminated, wherever possible.”

The House Judiciary Committee did not immediately reply to TMR’s request for comment on the visa integrity fee.