Summary: The World Travel & Tourism Council warns that a proposed US ESTA requirement to disclose social media accounts could deter international visitors, potentially costing millions of arrivals, billions in spending and more than 150,000 tourism jobs.

A proposed change to the United States' ESTA entry process that would ask travellers to provide their social media account details — referred to here as the US social media rule — is raising alarm among industry bodies and could reduce inbound tourism, according to a new analysis by the World Travel & Tourism Council (WTTC).

WTTC survey signals weaker traveller intent

The WTTC assessed sentiment across markets eligible for ESTA and found widespread awareness and concern about the policy shift. Some 66% of potential visitors surveyed were already aware of the proposed requirement, and 34% said it made them less likely to travel to the US over the coming years.

Projected economic impact in the high‑impact scenario

  • 4.7 million fewer international arrivals from ESTA countries in 2026 (high‑impact scenario)
  • 23.7% drop in visitors from ESTA markets in 2026
  • US$15.7 billion in lost visitor spending
  • US$21.5 billion reduction in broader tourism GDP
  • 157,000 potential job losses in the US tourism sector

The WTTC warns that those job losses would be substantial relative to the pace of employment creation, and has urged US policymakers to reconsider the measure because of tourism’s role in economic recovery and long‑term job creation.

Privacy fears and perception of the US as less welcoming

Survey respondents frequently described the proposed social media disclosure as intrusive, citing privacy and surveillance concerns. Many said the requirement would make the US feel less welcoming and reduce its appeal for both leisure and business travellers who prioritise privacy.

While a portion of travellers accept stricter checks for national security reasons, the WTTC’s analysis underscores that the negative tourism consequences could outweigh any perceived security benefits.

Travellers at a US airport with entry and customs signs highlighting ESTA policy concerns
Concerns over proposed ESTA social media disclosures could change travellers' destination choices and airport traffic patterns

How the US compares with other destinations

The WTTC notes that the US appears more intrusive than several competitor markets. The analysis highlights that countries such as the UK, Canada and Japan — as well as much of Western Europe — do not impose equivalent social media disclosure rules, which could make them relatively more attractive to privacy‑conscious travellers.

Industry feedback and shifting booking patterns

Tui’s chief executive, Sebastian Ebel, has observed shifting preferences among European travellers toward destinations with more relaxed entry rules. The company reports stronger bookings for places including the Emirates, parts of Asia and the Caribbean, with increased demand for Dubai, Thailand, Japan and Singapore.

The WTTC says that if the policy is enacted without mitigation, the US risks losing competitiveness as travellers weigh privacy and convenience alongside destination appeal.

What this means for travellers and the travel industry

So what? For travellers, the proposal could change destination choices — particularly among visitors who prioritise digital privacy — and complicate planning for business trips. For the travel industry, weaker demand from ESTA markets would hit airlines, hotels, tour operators and local businesses, and could slow the US tourism sector’s recovery. The WTTC is calling for policymakers to weigh these economic risks against any security gains and to seek solutions that protect both national security and visitor confidence.