Proposed Social Media Policy Could Deter Millions of Travelers from Visiting the US

Industry experts warn the policy could cost the US billions in lost revenue and over 150,000 jobs

Jan. 28, 2026 at 5:15pm

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Ahead of a proposed rule change that would require social media account information from some foreign travelers to the United States, international travel experts are saying the policy could further deter visitors from coming to the US — a decline that could translate into billions of dollars in lost revenue for the travel sector.

Why it matters

The potential decline in travelers could cost the US an estimated $15.7 billion in lost visitor spending and result in a 23% drop in visitors from ESTA countries in 2026. This would put the US at a competitive disadvantage as travelers consider other destination options.

The details

The proposed change, which was posted last year on the Federal Register by US Customs and Border Protection, would affect travelers using the Electronic System for Travel Authorization (ESTA) as part of the Visa Waiver Program. The new policy would require ESTA applicants to provide social media account information from the last 5 years, in addition to other personal details like phone numbers and family contacts.

  • The proposed rule change was posted last year on the Federal Register.
  • The public comment period for the proposed policy ends on February 9, 2026.

The players

World Travel & Tourism Council

A global industry group that surveyed nearly 5,000 international residents who regularly travel abroad about the proposed social media policy.

Gloria Guevara

President of the World Travel & Tourism Council, who warned the proposed change could cost the US more than 150,000 jobs and put the country at a competitive disadvantage.

U.S. Travel Association

A travel industry group that expressed concerns about the proposed policy, stating it could have a 'chilling effect' on travel to the United States.

U.S. Customs and Border Protection

The agency that proposed the rule change to require social media account information from ESTA applicants.

President Trump

The president who issued an executive order aimed at protecting the US from foreign terrorists and reducing public safety threats, which the proposed social media policy is intended to address.

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What’s next

The public comment period for the proposed policy ends on February 9, 2026, after which the U.S. Customs and Border Protection will review the feedback and potentially finalize the rule change.

The takeaway

This proposed social media policy highlights the delicate balance between national security concerns and maintaining a welcoming environment for international travelers, who contribute billions to the U.S. economy. The travel industry is urging policymakers to carefully consider the potential negative impacts on tourism and jobs before implementing any new restrictions.