Overview

• The 'Big Beautiful Bill' signed in early July doubles the ESTA fee for Visa Waiver Program entrants from $21 to $40.
• Federal funding for Brand USA tourism marketing has been slashed by 80 percent, cutting its annual budget from $100 million to $20 million.
• Under the legislation, foreign visitors to U.S. national parks will face higher entrance fees, although the timing and exact rates are still undetermined.
• Geoff Freeman, president of the US Travel Association, criticized the new charges as a "self-imposed tariff" that risks deterring international travelers.
• Early data show a 23 percent drop in Canadian visits to the U.S. in February 2025, fueling concerns about longer-term declines ahead of major events.