The UK Electronic Travel Authorization (ETA) system has been live since early 2024, but enforcement begins February 25, 2026. From that date, travelers who do not require a visa will need an ETA to enter the UK.
What this means for travel companies
Travel companies that don't clearly inform travelers about ETA requirements before February 2026 will face:
- Denied boardings and last-minute rebooking costs
- Service escalations and negative reviews from unprepared passengers
- Increased contact center volumes and lost ancillary revenue
What is the UK ETA?
The UK ETA is a digital travel permit for visa-exempt travelers visiting the United Kingdom, similar to the US ESTA, Canada's eTA, or the EU's upcoming ETIAS. It costs £16, is valid for 2 years, and covers tourism and business visits up to 6 months. Processing typically takes minutes but can take up to 3 business days. If a traveler gets a new passport, they'll need a new ETA.
Who needs an ETA?
The UK government implemented ETA requirements in phases:
Since February 1, 2024: Bahrain, Kuwait, Oman, Saudi Arabia, Qatar, and the United Arab Emirates
Since January 8, 2025: Antigua and Barbuda, Argentina, Australia, Bahamas, Barbados, Belize, Brazil, Brunei, Canada, Chile, Costa Rica, Grenada, Guatemala, Guyana, Hong Kong, Israel, Japan, Kiribati, Macao, Malaysia, Maldives, Marshall Islands, Mauritius, Mexico, Micronesia, Nauru, New Zealand, Nicaragua, Palau, Panama, Papua New Guinea, Paraguay, Peru, Saint Kitts and Nevis, Saint Lucia, Saint Vincent and the Grenadines, Samoa, Seychelles, Singapore, Solomon Islands, South Korea, Taiwan, Tonga, Tuvalu, United States, and Uruguay
Since April 2, 2025: Andorra, Austria, Belgium, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Iceland, Italy, Latvia, Liechtenstein, Lithuania, Luxembourg, Malta, Monaco, Netherlands, Norway, Poland, Portugal, Romania, San Marino, Slovakia, Slovenia, Spain, Sweden, Switzerland, and Vatican City
Exemptions: Travelers don't need an ETA if they hold a UK visa, a British or Irish passport, or permission to live, work, or study in the UK (including EU Settlement Scheme status). Irish residents traveling from Ireland, the Channel Islands (Guernsey and Jersey), or the Isle of Man are also exempt.
How sherpa helps
Sherpa has been processing UK ETA applications for eligible travelers since February 2024. Our solutions integrate into booking flows and provide the visibility that drives compliance before travelers reach the airport.
What to do before enforcement begins
Whether you operate transatlantic routes, sell European packages, or facilitate UK-bound travel:
- Audit current ETA visibility across all customer touchpoints
- Monitor compliance rates by route, departure airport, and passenger nationality
- Deploy high-visibility placements in booking flows, confirmations, and pre-departure communications
- Update messaging to signal urgency and legal necessity
- Train customer service teams on ETA requirements, enforcement procedures, and escalation paths for complex cases
The bottom line
Travelers won't act unless requirements are impossible to miss. Build ETA visibility into your workflows now, or face preventable disruptions when enforcement begins.
Contact sherpa to discuss your UK ETA compliance strategy.
