Do you need a visa to visit NYC?
If you're a citizen of a Visa Waiver Program (VWP) country — which includes the UK, most of the EU, and roughly 40 countries in total — you don't need a full US visa for a tourism or business trip of up to 90 days. Instead, you apply for an ESTA (Electronic System for Travel Authorization) before you fly or arrive by sea.
What ESTA costs and how long it lasts
The ESTA fee is currently $40.27 per traveler under CBP's latest fee schedule — this has increased over the past couple of years, so double-check the exact figure at the official site (esta.cbp.dhs.gov) before you pay, and only ever apply through that official government site or a source you've independently verified, since third-party “ESTA processing” sites often charge steep markups. Once approved, an ESTA is typically valid for 2 years, or until your passport expires, whichever comes first, and covers multiple entries during that window.
When to apply
CBP's own guidance says approval can take up to 72 hours, so apply at least 3 days before you fly — but since there's no downside to applying early (it's valid 2 years and costs the same whenever you apply), most travelers just do it as soon as their flight is booked.
Who needs a full visa instead
Travelers from non-VWP countries (a large share of the world, including major countries like India, China, Brazil, and South Africa) need a traditional B1/B2 tourist visa through a US embassy or consulate — a longer, more involved process, so budget extra time. Also worth knowing: some VWP-eligible travelers become ineligible for ESTA and must apply for a full visa instead, generally because of recent travel to certain countries or dual nationality with them — the exact list is maintained by the US State Department, so check its Visa Waiver Program page if this might apply to you.