The United States has introduced a new “visa integrity fee” of at least $250 USD, applicable to all visitors requiring a nonimmigrant visa to enter the country — a move that’s raising red flags in the travel industry.

Geoff Freeman, President and CEO of the U.S. Travel Association, sharply criticized the new fee, calling it a “foolish” policy that undermines U.S. efforts to attract international visitors and boost its economy.

“Smart investments in travel infrastructure and security are made harder to swallow when paired with new costs for visitors and budget cuts to Brand USA — the very agency tasked with promoting the U.S. abroad,” Freeman stated.

The visa integrity fee is in addition to existing application fees and the newly increased I-94 fee, which rose from $6 to $24. Though the provision includes the possibility of a refund for travelers who comply with all visa terms, the process and timeline remain unclear.

Implementation is expected to be complicated, as the Department of Homeland Security (DHS) — the agency assigned to collect the fee — does not control the visa issuance process, prompting confusion over logistics and execution.

Immigration experts warn that the additional cost may deter tourists, business travelers, and international students, especially ahead of major U.S. events like the America 250 celebration and the FIFA World Cup 2026.

To further compound concerns, the legislation slashed Brand USA’s budget from $100 million to just $20 million, significantly weakening the nation's ability to market itself globally.

Freeman emphasized that while parts of the legislation make valuable investments in border security and air traffic control, the fee increase and marketing cuts represent a clear setback for inbound travel growth.

“The visa integrity fee sends the wrong message to the world at the wrong time,” he said.