Last updated: August 2026 · The rules and prices here were checked against the official UK government pages on gov.uk for 2026 before publishing. Immigration rules can change, so always confirm on gov.uk before you apply.
The short answer: no, Americans do not need a visa for a normal trip to London. But since 2025 you do need a UK Electronic Travel Authorisation, or ETA. It costs 20 pounds, about 26 dollars, is valid for two years, and you apply online in minutes through the official UK ETA app or gov.uk. It is not a visa, but without it your airline will not let you board. Apply a few days before you fly, and only through the official government site.
If you are flying to London from the United States, Canada, Australia, New Zealand or most of Latin America, this is the one piece of paperwork you cannot skip. The ETA is new, so a lot of older travel advice does not mention it, and there are copycat websites hoping you will overpay. This guide explains exactly what the ETA is, who needs one, what it costs, how to apply, and how to avoid the scams, all checked against the official 2026 rules.
London 4 dummies: the ETA in five lines
- Apply only on the official site. Use the UK ETA app or gov.uk. Other sites charge you extra for the exact same thing.
- It is 20 pounds, about 26 dollars. That is the official flat fee. If you are asked for much more, you are on the wrong website.
- Everyone needs their own, including babies. There is no family application. Each traveller applies separately.
- Travel on the same passport you applied with. The ETA is linked to that passport. A new passport means a new ETA.
- Do it a few days ahead. Most approvals come within minutes, but allow up to three working days to be safe.
The UK ETA at a glance
| Detail | What to know |
|---|---|
| What it is | A digital permission to travel, linked to your passport. Not a visa. |
| Cost | 20 pounds (about 26 dollars), flat, non-refundable |
| Validity | 2 years, or until your passport expires, whichever comes first |
| Max stay | Up to 6 months per visit, multiple visits allowed |
| How to apply | Official UK ETA app or gov.uk |
| Processing | Usually minutes, allow up to 3 working days |
| Who needs one | US, Canadian, Australian, New Zealand, European and most Latin American visitors |
| Who does not | British and Irish citizens, and anyone with a UK visa or status |
What is the UK ETA?
The Electronic Travel Authorisation is the United Kingdom's new digital entry permit for visitors who did not previously need a visa. It works much like the American ESTA or the European ETIAS. You apply online, it is checked against security databases, and once approved it is linked electronically to your passport, so there is no stamp or sticker to collect.
It is important to understand what the ETA is not. It is not a visa, and it does not by itself guarantee you entry into the UK. A Border Force officer still makes the final decision when you arrive. What the ETA does is give you permission to travel to the UK and board your flight. Since 2025, airlines check for it at the gate, so the practical rule is simple: no ETA, no boarding.
Who needs a UK ETA?
If you come from a country that could previously visit the UK without a visa, you now need an ETA. That covers most of the long-haul market for London.
Americans need one. US citizens have needed an ETA to enter the UK since early 2025. This is the single most common surprise for American travellers, because for years you could simply fly over with just a passport.
Canadians, Australians and New Zealanders all need one too, on the same basis. So do European visitors, including citizens of EU countries, Switzerland, Norway and Iceland, who have been required to hold an ETA since April 2025.
Most Latin American visitors need one as well. Travellers from Brazil, Argentina, Chile, Mexico, Uruguay and Costa Rica, among others, are visa-exempt and so use the ETA. A few countries in the region still require a full visitor visa instead, so if you are unsure, check your nationality on the official eligibility list on gov.uk before you book.
How to apply for a UK ETA, step by step
Applying is quick and done entirely from your phone or computer. Have your passport to hand.
- Get the official app or site. Download the "UK ETA" app from the Apple App Store or Google Play, or go to gov.uk and search for ETA. These are the only official channels.
- Scan your passport. You will enter or scan the passport you intend to travel with. The ETA is tied to this passport, so use the right one.
- Take a photo. The app asks for a photo of your face, taken on the spot, similar to a passport photo.
- Answer a few questions and pay. You give basic details and answer simple suitability questions, then pay the 20 pound fee by card, Apple Pay or Google Pay.
- Wait for the email. Most people are approved within minutes, but allow up to three working days. Approval arrives by email, linked automatically to your passport. There is nothing to print.
Cost, and how to avoid the scam sites
The official ETA fee is 20 pounds, about 26 dollars. It is a flat, one-time charge for a document that then lasts two years, so it works out to very little per trip if you visit more than once. That is the only price you should ever pay.
The rule is simple. Apply only through the official UK ETA app or gov.uk. Same result, same speed, correct price.
What the ETA lets you do, and what it does not
An ETA lets you make multiple trips to the UK over its two-year life, staying up to six months each time. You can use it for tourism, visiting family and friends, short business trips such as meetings and conferences, and short courses of study. For a London holiday, it covers everything you need.
It does not let you live in the UK through repeated back-to-back visits, work for a UK employer, claim public funds, or marry. Those require the proper visa. For the overwhelming majority of visitors, though, the ETA is all the permission a trip requires.
Children and families
This one catches families out. Every traveller needs their own ETA, including babies and young children. There is no family or group application, so you apply separately for each person, each with their own passport and fee. Build that into your budget and your timeline, and apply for everyone at the same time so no one is left without one on travel day.
Transit and connections
If your journey passes through UK border control, for example because you collect your bags and check in again, you need an ETA. If you are only connecting airside, staying inside the terminal without passing through passport control, you currently do not need one. This transit rule has changed before, so if you have a connection through a UK airport, check the latest position on gov.uk close to your travel date.
Before you fly to London
Sort your ETA as soon as your trip is booked, well before you start packing. Apply for every member of your party, pay only the official 20 pound fee, and use the passport you will actually travel on. Once it is approved, that is the border paperwork done, and you can get on with the fun part.
With the ETA handled, plan the rest of your trip. See our 3-day London itinerary to map out your days, our guide to the best areas to stay in London to pick your base, and our Heathrow to central London guide for the easiest way into the city when you land.
Frequently asked questions
Do Americans need a visa to visit London?
No. Americans do not need a visa for a normal visit to London, but since 2025 they do need a UK Electronic Travel Authorisation, or ETA. It costs 20 pounds, about 26 dollars, is valid for two years, and is applied for online before you fly.
How much does the UK ETA cost?
The official fee is 20 pounds, about 26 dollars, paid once when you apply. It then covers multiple trips for two years. Beware of copycat websites charging far more for the same government process.
How long does the UK ETA take to get?
Most applications are approved automatically within minutes, but the official advice is to allow up to three working days. Apply a few days before you travel so there is time to spare if your application needs a closer look.
How long is the UK ETA valid?
An ETA is valid for two years, or until your passport expires, whichever comes first. During that time you can make multiple visits to the UK, each up to six months long. If you get a new passport, you need a new ETA.
Do children and babies need a UK ETA?
Yes. Every traveller needs their own ETA, including babies and young children. There is no family application, so you apply and pay separately for each person, using each traveller's own passport.
Where do I apply for the UK ETA safely?
Only through the official UK ETA app or the gov.uk website. These are the sole official channels and charge the correct 20 pound fee. Third-party sites often charge two to four times as much for the identical process and cannot approve you any faster.
Is the ETA the same as a visa?
No. The ETA is a digital permission to travel, not a visa, and it does not guarantee entry. A Border Force officer still makes the final decision at the UK border. For most visitors, though, the ETA is all the permission a trip requires.
Do I need an ETA if I am just transiting through the UK?
If you pass through UK passport control, yes. If you only connect airside without going through border control, you currently do not need one. This rule has changed before, so check gov.uk close to your travel date if you have a UK connection.
Clara writes Welcome2London's practical travel guides for visitors, keeping the confusing bits simple and current. She checks the rules against official sources and flags the traps, like the copycat ETA sites, so you arrive in London with the right paperwork and no wasted money.
Sources and verification (August 2026): details were checked against the official UK government pages on gov.uk, including the ETA overview, the apply page, the eligibility guidance and the Home Office ETA factsheet. Rules, fees and eligibility can change, so always confirm on gov.uk before applying. This guide is informational and is not affiliated with the UK government.
Disclosure: this guide is informational and independent. We are not affiliated with the UK government, and we never charge to apply for an ETA. Apply only through the official UK ETA app or gov.uk. This article may contain links to our own trip-planning guides.
Clara Whitby is a London travel specialist and local insider at Welcome to London, passionate about uncovering hidden gems, neighbourhood guides, and the city’s best-kept secrets.
