The U.S. Travel Association warns that a proposed change to the Electronic System for Travel Authorization could deter millions of visitors, after U.S. Customs and Border Protection said it may seek social media history from Visa Waiver Program travelers to the United States.
The proposal would expand information requests for travelers who enter the country without a visa, prompting concerns from the travel industry about uncertainty, privacy and potential impacts on inbound demand. The association issued its statement following the announcement, as the administration continues to review border and screening policies.
According to the industry group, the lack of detail around how social media data would be collected and assessed raises questions for travelers and security experts alike. The association said the policy could discourage travel at a time when the United States is preparing to host major global events, including the 2026 FIFA World Cup. The proposal comes amid broader changes to U.S. border management and travel facilitation.
Industry concern over expanded ESTA screening
The U.S. Travel Association said it is “deeply concerned” by the proposal and cautioned that the policy risks undermining the United States’ competitiveness as a destination. In its statement, the organization emphasized that the absence of clarity from border authorities could leave travelers uncertain about what information they would be required to submit and how it would be used.
“We are deeply concerned by the recent announcement by U.S. Customs and Border Protection (CBP) that it may seek social media history from Visa Waiver Program travelers to the United States,” said U.S. Travel Association. “And without more detail from CBP, there are legitimate questions from travelers about what information they might need to provide, and from security experts as to whether this policy would meaningfully increase America’s security.”
The association said the potential consequences for inbound travel are clear, warning that additional screening hurdles could discourage visitors from choosing the United States. “One thing that isn’t in question: this policy could have a chilling effect on travel to the United States,” the statement said.
Visa Waiver Program travelers account for a significant share of international arrivals and spending in the United States. They include business travelers, tourists and short-term visitors from countries with long-standing travel relationships with the U.S. The association stressed that these travelers contribute directly to the U.S. economy through spending on accommodation, transport, retail and entertainment.
“Visa Waiver Program travelers come here to do deals with American businesses, buy American products and experience the beauty of our great nation,” the association said. “If we get this policy wrong, millions of travelers could take their business and the billions of dollars they spend elsewhere, only making America weaker.”
Policy debate as major events approach
The warning comes as the United States steps up preparations for an expected surge in international travel linked to major global events. The country is set to co-host the 2026 FIFA World Cup, an event that is projected to draw large numbers of overseas visitors and generate significant economic activity across multiple host cities.
The U.S. Travel Association acknowledged recent actions taken by the administration to support travel and border efficiency. “The administration has taken many positive steps in its first 11 months, including modernizing TSA policies, adding CBP officers, reducing visa wait times and organizing the entire government to prepare for the 2026 FIFA World Cup,” the statement said.
The organization said it supports efforts that strengthen security while also facilitating legitimate travel, and it called for further engagement with government agencies before implementing new screening measures. It indicated that collaboration would be key to ensuring policies do not undermine progress made in restoring U.S. travel volumes following years of disruption.
“We look forward to working with them to continue to improve travel facilitation and restore the United States as the world’s most visited destination,” the association said.
The proposed ESTA change has not yet been finalized, and details on implementation, scope and timing have not been released. Travel industry stakeholders are expected to continue engaging with policymakers as discussions continue, with a focus on balancing border security objectives against the economic importance of international tourism.
