I acquired an ESTA for business travel done summer 2022. It is valid till 2024. This summer (2023) I'd like to visit the USA again but this time for pleasure, to visit my brother and family. Can I use the still valid ESTA or do I need to apply for a new one?
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You can use your existing ESTA. From https://www.cbp.gov/travel/international-visitors/frequently-asked-questions-about-visa-waiver-program-vwp-and-electronic-system-travel:
How long is a travel authorization via ESTA valid?
...
A new travel authorization is required if: (1) the traveler is issued a new passport; (2) the traveler changes his or her name; (3) the traveler changes his or her gender; (4) the traveler’s country of citizenship changes; or (5) the circumstances underlying the traveler’s previous responses to any of the ESTA application questions requiring a “yes” or “no” response have changed. The associated fee will be charged for each new application submitted.
Since the purpose of your trip is not a question "requiring a “yes” or “no” response," you do not need to reapply for ESTA if you want to travel to the US for a different purpose.
(The purpose must of course be a purpose that is allowed under the visa waiver program, which is the case here.)
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