New U.S. Social Media Requirements for Foreign Travelers Could Deter Tourism, Industry Warns

As airports stay busy, new digital history requirements could reshape international travel to the U.S.

The U.S. travel industry is sounding the alarm over a newly proposed federal rule that would require foreign travelers to submit five years of social media history, past email addresses, and former phone numbers as part of the Electronic System for Travel Authorization (ESTA) application. According to a Reuters report, the regulation—expected to take effect in February 2026—could have a “chilling effect” on inbound tourism and international arrivals to the United States.

The proposal marks one of the most expansive data-collection requirements ever applied to travelers from Visa Waiver Program (VWP) countries, many of which are among the U.S.’s strongest tourism markets, including Canada, the United Kingdom, Japan, Australia and most of Western Europe.

Industry Concerns: A Potential Deterrent for Millions of Visitors

The U.S. Travel Association warns that additional digital-history scrutiny could discourage leisure and business travelers alike, making trip planning feel more invasive and time-consuming. In an increasingly competitive global tourism landscape, destinations must balance security with visitor experience—something the proposed rule may disrupt.

For the hospitality industry, any downturn in arrivals would impact:

• Airlines and airport systems

• Hotels and resorts

• Travel advisors and operators

• Convention and business-travel sectors

• Tourism-dependent cities such as Orlando, New York, Las Vegas, and Los Angeles

  
  

What the New Rule Requires

Under the proposed policy, ESTA applicants would be required to provide:

• All social media handles used in the last five years

• Previous email addresses

• Former phone numbers

This adds a new layer of complexity to the streamlined digital entry process that millions of travelers rely on annually.

Competitive Landscape: A Shift Toward More Accessible Destinations

Travel economists note that tourism patterns often shift when major destinations impose new administrative or privacy-related barriers. If implemented as written, the policy could push international travelers to favor destinations with more transparent or simplified entry procedures—such as the Schengen Zone, Southeast Asia, or parts of Latin America. These emerging regions are actively promoting frictionless travel experiences and may capitalize on any hesitation around stricter U.S. requirements.

Impact on Long-Haul and High-Spend Travelers

Long-haul travelers, particularly those from Europe and Asia, are among the most valuable segments in global tourism. They stay longer, spend more per trip, and frequently engage in luxury, cultural and multi-city travel. Industry analysts caution that this group is also the most sensitive to policy shifts. Even a modest decrease in long-haul arrivals could disproportionately affect U.S. hospitality providers—especially urban hotels, tour operators, and attractions that rely heavily on international tourism revenue.

Operational Implications for Hospitality & Travel Stakeholders

If privacy concerns or procedural complexity lead travelers to postpone or cancel U.S. trips, the effects will ripple across the industry. Hospitality brands may need to:

• Provide clearer communication to international guests

• Offer more flexible booking options

• Reinforce messaging around safety, privacy and ease of travel

• Monitor international sentiment and booking behaviors

As the U.S. prepares to welcome global guests for major events—including rising momentum toward the 2026 FIFA World Cup—tourism experts stress that visitor-friendly policy design will be crucial.

Outlook: Balancing Security With Competitiveness

Security remains a critical priority, but industry leaders argue that it should not compromise the U.S.’s global appeal as an accessible and welcoming destination. With international travel still stabilizing post-pandemic, hospitality executives, airlines and DMOs will closely watch how the proposed requirements evolve and how travelers react as the February 2026 implementation date approaches.

The message from tourism advocates is consistent: Policy updates must strengthen safety while preserving the United States’ competitiveness in the global tourism economy.