United States Faces Tourism Setback as New Social Media Rules Deter International Travelers, WTTC Warns of Economic Fallout

Published on February 10, 2026

The United States is facing a potential decline in international tourism due to proposed changes in its ESTA program that would require travelers to disclose their social media accounts. According to the World Travel & Tourism Council (WTTC), this new rule could make the US seem less welcoming and discourage tourists from visiting. The WTTC warns that the policy change could severely impact the US tourism economy, resulting in millions of fewer international visitors, reduced spending, and significant job losses.

As global tourism recovers from the disruptions caused by the pandemic, the US has emerged as a critical player in attracting international visitors. However, the WTTC’s findings indicate that the new social media disclosure rule could put the country at a competitive disadvantage compared to other key travel destinations such as the UK, Canada, Japan, and Western Europe. The survey, conducted across ESTA-eligible markets, found that 66% of potential visitors were already aware of the policy change, with 34% expressing concerns that it would make them less likely to visit the US in the next few years.

Impact of Social Media Disclosure on Travel Sentiment

The proposed social media disclosure requirement has raised concerns about privacy and security. Many travelers fear that revealing personal information online will make them vulnerable to surveillance, leading to a negative perception of the US as a travel destination. The WTTC‘s analysis also highlights the broader impacts of this policy change, with respondents saying that it would make the US feel less welcoming, reducing its appeal for both leisure and business travel. The change is seen as an overreach by travelers who value their privacy and are looking for destinations where they feel safe and respected.

While a minority of travelers may view the policy as a necessary measure for national security, the WTTC warns that the negative consequences for the US tourism sector far outweigh any potential benefits. The council has projected that, under the high-impact scenario, the US could lose 4.7 million international arrivals, leading to a 23.7% decline in visitors from ESTA countries in 2026. This loss in visitors could result in US$15.7 billion in lost spending, along with a US$21.5 billion decrease in the broader tourism GDP.

Job Losses and Economic Damage

The economic fallout of the policy change is projected to be severe, with 157,000 jobs potentially being lost in the US tourism sector alone. This is three times the average number of jobs created in the US each month, further exacerbating the economic consequences. The WTTC has called on US policymakers to reconsider the policy, as the tourism sector is a vital driver of economic prosperity, creating one in every ten jobs globally. Gloria Guevara, President and CEO of WTTC, emphasized that job creation in the tourism industry is crucial for the US economy, and any policy that risks reducing tourism demand could have devastating effects on the economy, especially as the country seeks to recover from the pandemic.

US Border Policies Compared to Other Destinations

When compared to other tourism-heavy destinations, the US‘s new entry policy is perceived as significantly more intrusive than those in countries like the UK, Japan, Canada, and Western Europe. For example, Canada and Japan do not have such stringent social media requirements, making them more appealing to travelers who are concerned about privacy. Western Europe similarly does not impose such strict travel restrictions, allowing travelers to feel more comfortable visiting.

The US‘s stricter border policies may also influence the global tourism market, as countries with more relaxed visa requirements become more competitive. As travelers weigh their options, countries that maintain visitor-friendly policies will likely see a boost in tourism numbers, while the US could continue to experience a downward trend in visitors if the new ESTA rule is implemented.

Tui’s Insights on Changing Travel Trends

The WTTC’s findings align with insights from Tui, a leading travel company that has observed a significant shift in travel preferences in recent years. According to Tui’s chief executive, Sebastian Ebel, Europeans are increasingly booking trips to destinations like the Emirates, Asia, and the Caribbean, which offer more relaxed entry requirements compared to the US. This shift has already led to an increase in bookings for Dubai, Thailand, Japan, and Singapore, as travelers seek destinations that prioritize their privacy and safety.

The Future of US Tourism

The future of US tourism will depend largely on how policymakers respond to the growing concerns about privacy and border security. If the social media disclosure rule is enacted, the US may find itself losing its competitive edge in the global tourism market. However, if policymakers reconsider the policy and take steps to make the US more welcoming to international visitors, the country could regain its position as a top tourist destination.

The proposed changes to the ESTA program represent a major turning point for US tourism, with significant implications for the country’s economy, job market, and global competitiveness. As international travelers become more cautious about privacy concerns, the US must carefully assess the potential risks of alienating visitors through intrusive border policies. The WTTC urges US officials to reconsider the social media disclosure requirement, emphasizing that the tourism industry plays a crucial role in job creation and economic prosperity. Without a thoughtful approach, the US may find itself at a competitive disadvantage in a rapidly changing global tourism landscape.