From today (25 February 2026), the UK has moved from rollout to enforcement of its digital permission to travel. Non‑visa nationals without a valid Electronic Travel Authorisation (ETA), eVisa or other permission will be refused boarding by carriers under Home Office rules. (gov.uk)

Who needs it? The requirement covers 85 nationalities - including the United States, Canada and France - while British and Irish citizens remain exempt. Dual British citizens must travel on a British passport or hold a Certificate of Entitlement; carriers may accept some expired British passports at their discretion. Certificates will be issued in digital form from 26 February. (gov.uk)

An ETA costs £16, lasts for two years or until the passport expires, and permits multiple trips. Applications via the UK ETA app typically receive a decision in minutes, but officials advise allowing up to three working days. The fee was increased from £10 to £16 on 9 April 2025, as set out in HM Treasury’s Spring Statement costings. (gov.uk)

Price positioning matters for travel planners. The U.S. ESTA rose to $40 on 30 September 2025, confirmed by U.S. Customs and Border Protection in the Federal Register. The European Commission has set ETIAS at €20, with launch currently slated for the last quarter of 2026. On headline price, the UK sits below ETIAS and far below the U.S. charge. (federalregister.gov)

For operators, this is a clear ‘no permission, no travel’ threshold. Carriers must verify digital status pre‑departure and deny boarding where authorisation is missing. ETA is also required for travellers who connect in the UK and pass through passport control, so tighter connections may need rethinking. (gov.uk)

The demand effect is likely to be modest but noticeable on short‑notice trips. A family of four visiting once pays £64 upfront; across two visits within two years that falls to roughly £8 per person per trip. Once ETIAS arrives at €20 later in 2026, the cost signal becomes less UK‑specific for multi‑country itineraries. (home-affairs.ec.europa.eu)

Adoption data suggests the system is bedded in. Since October 2023 more than 19 million ETA applications have been approved, generating over £383 million by January 2026 - revenue the Home Office says is reinvested in border and immigration systems. (gov.uk)

The move sits alongside the UK’s shift to eVisas. Over 10 million eVisas have been issued, and holders - including those with EU Settlement Scheme status - are told to keep their UKVI account updated with current passport details to avoid disruption. (gov.uk)

For dual nationals, the documentation bar is higher from today. British and Irish citizens are exempt from ETA, but dual British citizens should travel on a valid UK passport or with a Certificate of Entitlement - now going digital - to avoid carrier refusals at check‑in. (gov.uk)

Immediate actions for travel firms and consumers are simple. Build ETA prompts into booking flows, surface reminders around three working days before departure, and brief frontline teams that each passenger - including children - needs their own authorisation linked to the passport used. Travellers should use the official app or GOV.UK and double‑check passport numbers and expiry dates. (gov.uk)