The planned requirement to disclose social media information from the past five years on ESTA applications (Visa Waiver Program) could massively impact US tourism. The World Travel & Tourism Council (WTTC) warns in a survey of almost 5,000 international travelers of a potential decline of up to 23 percent in visitors from ESTA countries in 2026. This would correspond to up to 4.7 million fewer international arrivals and estimated revenue losses of $15.7 billion USD. Furthermore, up to 150,000 jobs in the travel industry could be at risk.
The proposal by U.S. Customs and Border Protection (CBP), published in the Federal Register at the end of January 2026, requires travelers from over 40 countries – including Austria, Germany, France, Great Britain, Japan, and South Korea – to provide usernames of their social media accounts from the past five years. The CBP emphasizes that no content, posts, or comments are to be reviewed – especially no criticism of President Trump or other politicians. The information is solely for cross-referencing with existing classified information for threat prevention as part of Executive Order 14161, which aims to prevent terrorism and threats to national security.
Despite these restrictions, many potential travelers find the measure intrusive and off-putting. Two-thirds of respondents in the WTTC survey stated they were aware of the planned regulation; one-third said they found the USA less attractive for vacation and business travel because of it. Gloria Guevara, President of the WTTC, told CNN: "The affected travelers have alternatives – and many find the disclosure an unnecessary harassment."
Tourism to the USA is already suffering: In December 2025, only 3.2 million overseas visitors arrived – eight percent less than before the pandemic, while global tourism increased by four percent. European tour operators report declining interest: High prices, administrative hurdles, and a negative image (due to political developments, among other things) are making other destinations more attractive. The new rule would come at an unfavorable time – before the celebrations for the 250th anniversary of the USA in 2026 and the 2026 FIFA World Cup.
In the Austrian press ("Der Standard", February 4, 2026) and in the reader comments, skepticism and rejection dominate. Many users announce that they will completely avoid the USA – partly for political reasons ("as long as Trump rages"), partly due to data protection concerns or fear of arbitrary entry denials. Frequently mentioned alternatives are Canada or other countries. Some fear an escalation to a "social score" system à la China or compare the measure to totalitarian surveillance.
CBP emphasized that the proposal is not yet final and is open for public comment. So far, it is unclear exactly how the data will be used and whether pseudonyms or inactive accounts are relevant. Nevertheless, critics see a massive invasion of privacy and fear that the rule – even if applied restrictively – will further damage the image of the USA as an open travel destination.
The debate shows: What is intended as a security measure could become expensive for the US economy – especially in a year with major tourist events.
