U.S. Joining Canada, Mexico, the U.K., Germany, France, Australia, Japan, Brazil, and India in Tightening ESTA Rules : Check This New Travel Rule Before You Travel

Published on February 13, 2026

The United States is considering major changes to the ESTA visa waiver program, which allows citizens from 42 countries to travel to the U.S. for short stays without a visa. The proposed updates, which include requiring travellers to submit their social media handles from the past five years, have sparked significant concern across the international tourism sector. This measure, presented as a way to enhance border security, could potentially discourage travel to the U.S., especially for leisure and business purposes.

The World Travel & Tourism Council (WTTC) commissioned a survey of 4,563 international travellers from key ESTA-eligible countries, including Australia, Germany, France, Japan, South Korea, and the United Kingdom, to assess how these proposed changes might affect tourism. The results, showing a high level of awareness and concern, indicate that the new requirements could have far-reaching effects on travel behavior and tourism revenue.

The Controversial Social Media Requirement

Under the proposed changes to the Electronic System for Travel Authorization (ESTA) program, travelers would be required to provide information about their social media accounts, including platforms they’ve used over the past five years. While the U.S. government argues this is necessary for improving security at the borders, many international travelers view it as invasive, leading to widespread concern within the travel industry.

Nearly two-thirds of travelers surveyed were already aware of the proposed changes, reflecting growing global attention to the matter. The WTTC found that many travelers, particularly those from Europe and Asia, felt that asking for social media data made the U.S. feel less welcoming. This change could impact the U.S. tourism industry by making the country a less attractive destination for both leisure tourists and business travelers.

Survey Results: How Will It Affect Travel to the U.S.?

The WTTC survey revealed significant hesitancy among travelers regarding the new ESTA rules. Approximately 34% of respondents indicated they would be less likely to visit the U.S. over the next two to three years if social media data collection became a mandatory requirement. This represents a significant portion of potential visitors, suggesting that the new measures could deter a large number of travelers from choosing the U.S. as a destination.

On the other hand, only a small percentage of survey respondents said the new rules would make them more inclined to travel to the U.S. The majority of those who had concerns about the new policy were particularly bothered by the perceived intrusiveness of the request for personal data.

Economic Impact: Billions in Potential Losses

The impact of this potential decline in international tourism could be significant. Based on the survey data and economic modeling, the WTTC estimates that the U.S. could lose up to $15.7 billion in tourism spending if these changes are implemented. In a worst-case scenario, the U.S. could see up to 4.7 million fewer international arrivals as early as 2026, marking a 23% drop in visitors from ESTA-eligible countries.

This decline would not only affect tourism-related businesses but could also have broader economic consequences, leading to the loss of more than 150,000 jobs across various sectors within the U.S. tourism industry. This includes employment in hotels, transportation, food services, and other businesses reliant on international travelers.

The U.S. Tourism Sector Under Pressure

The U.S. tourism sector has faced challenges in recovering to pre-pandemic levels, while many other competing global destinations have regained or even exceeded their previous numbers. The proposed changes to the ESTA program come at a delicate time when international tourism is still seeking to stabilize after years of disruptions caused by the COVID-19 pandemic.

In the WTTC survey, respondents from around the world pointed out that the United States was perceived as having one of the most burdensome entry requirements compared to other major tourist destinations. The imposition of these new measures could exacerbate the situation, leading tourists to consider more accessible destinations with less complicated visa and entry processes.

Global Tourism Landscape and the Competition for Visitors

As the global tourism market becomes increasingly competitive, destinations around the world are focusing on making travel easier and more welcoming. Countries like Canada, Mexico, and European nations have worked to simplify visa and entry requirements to attract more international tourists. At the same time, the U.S. is preparing to host major international events like the 2026 FIFA World Cup and the 2028 Olympic Games, which will draw millions of visitors. The ongoing debate over the proposed ESTA changes could undermine the U.S.’s appeal as a top destination for these high-profile events.

For travelers, the introduction of mandatory social media information could cause them to choose alternative destinations that are perceived as more open and less intrusive. Many travelers are willing to bypass long wait times and additional entry requirements by opting for countries with fewer obstacles to entry.

Looking Ahead: What Does This Mean for U.S. Tourism?

As discussions around the proposed ESTA changes continue, the U.S. tourism sector faces a pivotal moment. The decision to implement these changes will impact both the tourism industry’s recovery and the perception of the U.S. as a welcoming destination. In the coming months, travelers and industry professionals will be keeping a close eye on how these changes unfold and whether they will reshape the travel landscape for the U.S.

As the U.S. government weighs the potential trade-offs between enhanced security measures and maintaining a competitive, open tourism environment, international visitors will need to adjust their expectations when it comes to traveling to the U.S. The tourism industry, in particular, will be monitoring closely to see how these developments might affect the overall attractiveness of the U.S. for years to come.