Industry warns stricter data requirements could deter visa-free visitors and weaken tourism demand
Dec 16, 2025
The U.S. Travel Association has publicly responded to a controversial proposal from U.S. Customs and Border Protection (CBP) that would expand the data required from travelers entering the United States under the Visa Waiver Program, including several years of social media history. In a rare unsigned statement, the group warned that the policy could deter millions of international visitors and weaken the U.S. tourism sector’s global competitiveness.
The statement underscores broader industry concern about the potential economic and reputational costs of more intrusive entry requirements, particularly as global travel demand remains strong and major events like the 2026 FIFA World Cup approach. The proposal remains in a public comment period, making industry input and policy refinement possible.
Key takeaways
- Unusual industry statement: The U.S. Travel Association issued a rare unsigned press release expressing concern that new entry privacy rules could chill international travel interest — a move seen as diplomatic but clear in its warning.
- Expanded data requirements: Proposed CBP rules would require Visa Waiver Program travelers to disclose social media histories and other personal data as part of the Electronic System for Travel Authorization (ESTA), potentially expanding the scope and depth of current vetting.
- Tourism demand implications: Industry leaders argue that making data disclosures mandatory may discourage potential visitors, especially from privacy-sensitive markets, and lead them to choose alternative destinations.
- Economic stakes: Visa Waiver Program travelers are among the highest-spending international visitors, and reducing their numbers could shift billions in tourism revenue to competing countries.
- Broader policy context: The response occurs amid extensive debate over U.S. entry policies, including social media vetting proposals that critics say could hurt the nation’s image and tourism recovery.
- Open comment period: The proposed rule has not been finalized and is currently open to public comment, offering a window for industry feedback and potential modification before implementation.
Source: U.S. Travel, Reuters
Enjoying this analysis? Hospitality.today delivers daily insights on hotel distribution, AI trends, and travel commerce — straight to your inbox. Subscribe for free at Hospitality.today →
