US scrutiny of social media a tourism threat – survey

A US plan to increase scrutiny of foreign visitors’ social media use could deter millions of would-be travelers and cost the tourism industry up to $15.7 billion in spending this year, according to new industry research. The findings suggest many potential visitors may rethink trips to the United States if the proposal is implemented.

A survey of travelers from countries that currently enter the United States without a visa found that 34% would be somewhat or much less likely to visit over the next two to three years if the measures take effect, the World Travel and Tourism Council (WTTC) reported.

The WTTC estimates the policy could result in 4.7 million fewer international arrivals this year—about a 24% decline from typical levels—and potentially put 157,000 US tourism-related jobs at risk. That drop would affect airlines, hotels, restaurants, attractions, and convention business across major US destinations.

What the proposal changes

The plan, outlined in December, targets visitors from 42 visa-waiver countries—including Ireland, the United Kingdom, France, Australia, and Japan—who currently travel under the Electronic System for Travel Authorization (ESTA). At present, these travelers do not need a visa and complete an online waiver before departure.

Under the proposed rules, submitting social media identifiers and usage history from the past five years would become a mandatory component of the ESTA application. Applicants would also be required to provide additional “high-value” data, including:

• Phone numbers from the last five years
• Email addresses from the past decade
• Personal details of family members
• Biometric information

Industry feedback indicates these requirements could make the US feel less welcoming for both leisure and business travelers, raising concerns about privacy, processing complexity, and the possibility of longer wait times or denials.

Industry reaction and economic stakes

While industry leaders acknowledge the importance of border security, they warn that the proposed changes could suppress demand and hinder job creation throughout the travel ecosystem. The WTTC’s survey responses highlight a perception shift that may not only reduce immediate bookings but also dampen interest in future visits and repeat travel.

The council had previously flagged risks from tighter immigration enforcement, cautioning that such policies could strain international demand. It projected that past crackdowns could cost the US $12.5 billion in foreign tourism revenue in 2025 if travelers choose alternatives perceived as easier or more welcoming.

Why it matters

Travel and tourism remain a major economic engine. In 2024, the sector contributed an estimated $2.6 trillion to the US economy, supported more than 20 million jobs, and generated over $585 billion in tax revenues—nearly 7% of total tax receipts. A downturn in international visitation would ripple through local economies, affecting employment and community tax bases well beyond gateway cities.

Key numbers at a glance

• Up to $15.7 billion: potential loss in international visitor spending this year
• 34%: share of surveyed travelers less likely to visit if new rules take effect
• 4.7 million: estimated fewer international arrivals this year
• 24%: projected decline from average arrival levels
• 157,000: US tourism jobs potentially affected
• 42: visa-waiver countries whose travelers would face new requirements

As the proposal advances, the travel industry is urging policymakers to balance security objectives with measures that sustain the United States’ competitiveness as a destination. The WTTC’s analysis suggests that even the perception of added friction—particularly around social media and personal data—can meaningfully reshape travel decisions, with sizable consequences for spending, jobs, and tax revenue.