Intrusive social media requirements for the U.S.A. to have a chilling effect

Is the U.S.A. heading into another gloomy year for international tourist arrivals ? Proposed changes to the United States’ Electronic System for Travel Authorization (ESTA) could significantly damage the country’s travel industry, potentially eliminating up to 157,000 jobs, according to new research from the World Travel & Tourism Council (WTTC).

The proposals would require visitors from ESTA-eligible countries to submit extensive personal data, including social media histories, detailed family information, and even DNA. WTTC warns that such measures could deter millions of international travelers and weaken the U.S. economy.

Visitor Perceptions and Travel Intent

The findings are based on a multi-country survey conducted by WTTC in partnership with GSIQ and Oxford Economics. More than 4,500 international travelers across nine key markets—including South Korea, France, Italy, and Japan—were surveyed on how the proposed requirements would affect their travel decisions.

According to the survey, 66 percent of respondents were already aware of the potential ESTA changes. Among them, 34 percent said they would be somewhat or much less likely to travel to the United States in the coming years if the new rules were implemented.

A majority of travelers said the proposals would make the U.S. appear less welcoming and would ultimately harm the national economy. Only 12 percent reported that the changes would make them more likely to visit the country, highlighting a sharp decline in travel intent.

More than half of respondents said the stricter requirements would not improve or worsen their sense of personal safety while visiting the United States, suggesting the measures offer limited perceived security benefits.

Competitive Disadvantage and Economic Impact

The U.S. Travel Association has previously cautioned that the proposed rules could have a “chilling effect” on inbound international travel.

Compared with entry requirements in competing destinations such as the United Kingdom, Canada, and Western Europe, the proposed ESTA changes were viewed as significantly more intrusive. WTTC warned that this could place the U.S. at a competitive disadvantage in the global tourism market.

Under WTTC’s high-impact scenario, the policy could result in 4.7 million fewer international arrivals from ESTA countries in 2026—a decline of 23.7 percent. This drop could translate into as much as US$15.7 billion in lost visitor spending and a total economic impact of $21.5 billion in lost travel and tourism GDP.

“WTTC urges U.S. policymakers to carefully assess this policy and its consequences for the economy and jobs,” said Gloria Guevara, WTTC President and CEO. “Travel and tourism is a critical driver of the U.S. economy, job creation, and global connectivity.”