Japan Joins South Korea, Australia and Other Visa Waiver Program Nations in Being Deterred from Visiting U.S. Due to New Social Media Requirements That Could Harm the Travel Industry

Published on December 15, 2025

Japan, South Korea, Australia, and other nations that participate in the U.S. Visa Waiver Program (VWP) could soon face significant barriers to visiting the United States due to a proposed policy that mandates travelers to submit their social media history. This new rule, which is currently under review, would require international visitors from VWP countries to provide up to five years of their social media activity when applying for or renewing their Electronic System for Travel Authorization (ESTA). While the intention behind this measure is to bolster security, experts in the travel industry warn that it could severely impact tourism. With concerns over privacy and potential misinterpretation of content, many high-value travelers may opt for alternative destinations, leading to substantial economic losses for the U.S. tourism sector. The move comes at a time when other global destinations are relaxing entry requirements, putting the U.S. at a competitive disadvantage.

The Proposed Change: Stricter Security at a Potential Cost

The U.S. Visa Waiver Program allows citizens from 40 countries to visit the U.S. for tourism or business purposes without the need for a visa. The new policy under review would require applicants to submit their social media history from the past five years as part of the ESTA application process. This additional requirement is being proposed as a way to enhance the security vetting of international travelers.

However, many in the travel industry are expressing concerns that this change could have unintended consequences. They argue that the social media requirement might create barriers to entry, especially for travelers from countries where privacy is highly valued. This could lead to a reduction in the number of tourists choosing to visit the U.S., particularly when many other countries are easing their entry restrictions to attract more visitors.

Economic Impact: Billions in Lost Tourism Revenue?

The U.S. Travel Association has raised red flags over the potential economic impact of this new policy. The tourism industry is worried that requiring social media history could dissuade high-spending international travelers, many of whom are key contributors to the U.S. economy.

Tourists entering through the Visa Waiver Program typically represent some of the wealthiest demographics in the global travel market. Visitors from Europe, Japan, South Korea, and Australia are known for their extended stays, luxury travel preferences, and higher spending levels. VWP travelers alone make up about 40% of all international visitors to the U.S. and are responsible for a significant portion of the $150 billion in annual tourism revenue.

According to industry estimates, even a slight decline in the number of visitors from VWP countries could result in substantial financial losses. For instance:

• A 1% Decline in VWP Arrivals: A 1% reduction would lead to 200,000–300,000 fewer visitors, causing a direct loss of approximately $800 million to $1.2 billion in tourism revenue. With indirect effects, the total impact could reach $2.5 billion.
• A 3% Decline in VWP Arrivals: A reduction of 900,000 visitors could result in a $3.5 billion loss in direct revenue, with total losses ranging from $6 billion to $8 billion.
• A 5% Decline in VWP Arrivals: A 5% drop in visitors could lead to 1.2 to 1.5 million fewer travelers, causing losses between $5.5 billion and $7 billion in direct tourism revenue. The overall impact could total $10 billion to $12 billion.

These figures demonstrate the vulnerability of the U.S. tourism industry to even modest declines in VWP arrivals.

Competitive Pressures: Could the U.S. Fall Behind?

The timing of this proposal is particularly challenging. Other countries, including Japan, several European nations, and the Gulf States, are actively reducing barriers to entry by expanding e-visa programs and investing in more efficient border control systems. Meanwhile, the U.S. is heading in the opposite direction by introducing a policy that could make entry more complicated and invasive.

The social media requirement could make the U.S. less attractive to travelers who might be concerned about privacy issues. Many international visitors fear that sharing their social media history could lead to misinterpretation of harmless posts or old content that no longer reflects their views. This uncertainty may encourage travelers to seek destinations with simpler and less intrusive entry procedures.

Furthermore, the U.S. has long benefited from its relatively user-friendly ESTA system, which allows travelers to apply for entry authorization online with minimal delay. The addition of social media history could erode the simplicity and predictability that has made ESTA such a popular tool among international travelers.

What’s at Stake? Will the Policy Move Forward?

As the proposal remains under review, it is crucial for U.S. officials to consider the broader implications on international tourism. If the social media requirement becomes a reality, clear communication will be essential to ensure travelers understand how their social media information will be used and protected. Transparency about data handling, as well as consistency in decision-making, will be key to minimizing any negative impacts on traveler trust.

In light of the global tourism recovery post-pandemic, any policy that makes the U.S. seem more difficult or bureaucratic could risk deterring high-value travelers. Striking a balance between national security concerns and maintaining a welcoming environment for international visitors will be critical for preserving the U.S.’s competitive edge as a tourism destination.

Conclusion: Balancing Security with Accessibility

While the intention behind the proposed social media requirement is to enhance U.S. border security, it risks creating unnecessary barriers for international visitors. The potential economic fallout from even small declines in VWP arrivals could result in billions of dollars in lost revenue. As the U.S. tourism industry recovers from the pandemic, policymakers must carefully consider whether the benefits of increased security outweigh the potential economic risks. In a rapidly changing global tourism landscape, it will be essential for the U.S. to remain both secure and accessible to international visitors.