Hawaii Fears New U.S. Travel Proposal Could Hurt International Tourism

Published on December 23, 2025

The tourism industry in Hawaii is sounding the alarm on a new proposal put forth by the U.S. federal government that may have a negative impact on the future of international visitors to Hawaii and the rest of the United States. “The new screening requirement for international visitors from visa waiver countries to provide their social media identifiers as part of their application for travel to America may have a chilling effect on tourism for our country and for Hawaii,” said officials from the Hawaii Visitor Industry Association on Monday at a news conference.

Impact on Hawaii’s Visitor Industry
Hawaii, a popular destination for international travelers, is already facing slow recovery in its international tourism sector. From January to October 2025, nearly 77% of arrivals to the state were from domestic markets, while international visitors made up just 21.6% of the total. These international tourists, however, contribute significantly to Hawaii’s economy, spending more per trip than domestic travelers. In 2025, international visitors contributed $3.8 billion to Hawaii’s economy, far less than the $14 billion contributed by U.S. travelers.

The new vetting proposal threatens to exacerbate these challenges. For instance, Japan, once Hawaii’s top overseas market, has seen a major dip in tourist numbers, sending just 601,777 visitors from January to October 2025, still far below pre-pandemic levels. With stricter travel requirements potentially deterring more tourists, industry leaders are concerned that the proposal could deepen the financial struggles faced by Hawaii’s hospitality sector, which is already grappling with soft demand and discounted room rates.

A Growing Concern for Hawaii’s Hospitality Sector
The prospect of stricter travel regulations has prompted significant concern among Hawaii’s tourism leaders. Keith Vieira, principal of KV & Associates Hospitality Consulting, noted that the perception of being unwelcoming could have serious consequences for Hawaii. “The narrative of being unwelcoming always hurts us,” Vieira said, emphasizing that even if the rules are not as burdensome as they appear, the perception alone can be damaging.

Hawaii’s hotel industry, which relies heavily on international visitors, is already dealing with weak demand. In some cases, hotels have had to offer deep discounts to fill rooms during peak booking periods. “At this point, we need visitors to create a base of business so that mom-and-pop businesses can survive,” Vieira added. The additional vetting hurdles, particularly those requiring social media disclosures, are seen as an unnecessary barrier that could discourage potential visitors.

Jerry Gibson, president of the Hawai‘i Hotel Alliance, echoed these concerns, calling the proposal “definitely negative for tourism.” He stated that while he supports measures for safety and security, requiring visitors to disclose sensitive personal information like social media history could alienate potential tourists, especially in a market that values privacy.

Potential Effects on International Markets, Particularly Japan
Eric Takahata, managing director of Hawai‘i Tourism Japan, warned that the proposal would likely have a significant impact on inbound travel from Japan and other international markets. Japan, traditionally a key source of tourists for Hawaii, has already seen a decline in educational tourism due to concerns over stricter U.S. border enforcement. Takahata explained that parents and school groups from Japan might hesitate to visit Hawaii if they perceive the U.S. as a less welcoming destination.

Moreover, the requirement to disclose social media accounts could especially deter celebrities, influencers, and high-profile visitors who often travel to Hawaii for promotional purposes. “If you ask an American actor like Jason Momoa to hand over five years of social media history just to film in Hawaii, he’d probably say, ‘I’ll have to film somewhere else,’” Takahata said. Influencers and media personalities play an important role in promoting Hawaii’s tourism abroad, and their reluctance to visit due to these new rules could undermine Hawaii’s marketing efforts.

Concerns Over Privacy and Security
While the U.S. Travel Association has voiced concerns about the proposal, the broader tourism industry remains wary of how it could affect travel across the U.S. The association has pointed out that the lack of clarity about how the social media data will be used only adds to the uncertainty. “This policy could have a chilling effect on travel to the United States,” the association stated, emphasizing that the policy may not even achieve its intended security goals.

Visa Waiver Program (VWP) travelers, who make up a significant portion of Hawaii’s international visitors, are also concerned about the lack of clarity surrounding the rule’s implementation. Many travelers may choose to avoid destinations with complicated entry requirements, potentially sending millions of tourists to other countries.

A Broader Implication for U.S. Tourism
This proposal comes at a time when the U.S. is working to revitalize its tourism industry. With global events such as the 2026 FIFA World Cup, America’s 250th anniversary celebrations, and the 2028 Summer Olympics on the horizon, the U.S. has a unique opportunity to attract international visitors. The proposal threatens to undercut these efforts by making it more difficult for foreign tourists to enter the country, thereby limiting the economic benefits of these global events.

Tourism leaders also note that the U.S. has made several strides in streamlining travel, such as modernizing TSA policies and reducing visa wait times. However, the new vetting rules could reverse some of these gains, especially in markets like Japan, which plays a crucial role in U.S. tourism.

A Threat to Hawaii’s Recovery

The tourism industry in Hawaii is currently at a crossroads. Even though the domestic tourism industry in the state remains strong, the international industry remains stagnant, and anything that might further limit entry, such as the proposed rule regarding disclosures on social media, could limit recovery. Industry officials in Hawaii are working with other popular destinations in the U.S. regarding these issues.