International visitors heading to the United States could soon face one of the most intrusive pre-travel screening regimes in the world, as the U.S. government moves ahead with a proposal to require up to five years of social media history and a trove of other personal data from travelers using the Visa Waiver Program. The plan, filed this week in the Federal Register by U.S. Customs and Border Protection, has sparked immediate concern across the global travel industry and among privacy advocates, who warn it risks further depressing already fragile inbound tourism to the U.S.

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What the new proposal would require from travelers

Under the draft rule, foreign nationals applying for authorization to visit the U.S. through the Electronic System for Travel Authorization, or ESTA, would be required to submit five years of social media identifiers as a mandatory part of the application. That includes the account handles they have used on major platforms during that period, turning what has long been an optional field into a compulsory one for millions of short-term visitors.

The proposal goes further than social media. CBP is seeking to add what it describes as “high-value data fields” to ESTA. Those include all email addresses used by an applicant in the last 10 years, phone numbers used in the past five years, and detailed information on close family members, including their contact numbers. The agency argues that this additional data will help build a more complete picture of travelers’ identities and connections, strengthening security screening.

Another major shift involves biometric and technical data. Applicants would be asked to provide IP addresses and metadata associated with any photos submitted electronically, such as those uploaded within the mobile app. The proposal also references the collection of biometric markers, including facial images, fingerprints, iris scans and, potentially, some forms of DNA information where available. CBP has also indicated that a live selfie, taken as part of the application process, would become mandatory alongside the traditional passport-style photograph.

At the same time, CBP plans to phase out the option of completing ESTA on a website and instead funnel applicants through a dedicated mobile app. Government estimates suggest more than 14 million travelers could be using the app annually, raising further questions about data security, storage, and cross-border transfers of the information gathered.

Who would be affected and how ESTA works today

The new requirements would apply to citizens of the 40 countries currently participating in the U.S. Visa Waiver Program, including major tourism and business markets such as the United Kingdom, France, Germany, Italy, Greece, Japan, South Korea, Australia and New Zealand. These travelers are allowed to visit the U.S. for up to 90 days without obtaining a traditional visa, provided they receive advance approval through ESTA.

At present, the ESTA process is relatively straightforward. Applicants supply basic biographical data, an email address, their home address, a telephone number, and an emergency contact. They pay a $40 fee, which was raised this year from $21, and—if approved—receive authorization that is valid for two years, allowing multiple short visits. Since 2016, the form has included an optional section inviting applicants to list social media handles, but many travelers have skipped it without consequence.

Immigration experts say that will likely change if the new rule is adopted. Xiao Wang, co-founder and chief executive of the visa and immigration services firm Boundless, has warned that in practice “lack of social media information” could be viewed by officers as a red flag, suggesting that an applicant is concealing something or being evasive. That perception could increase the risk of ESTA denials and referrals to more time-consuming visa processes, even before any new rule is officially finalized.

Importantly, the proposal does not affect U.S. citizens, lawful permanent residents or travelers who already hold valid nonimmigrant visas. However, for millions of tourists and business visitors who have relied on ESTA as a fast, low-friction route into the United States, the change would significantly raise the amount of personal information they must surrender in exchange for short stays.

Security rationale versus privacy and free-speech concerns

A CBP spokesperson has emphasized that the filing in the Federal Register is not yet a final rule, describing it instead as “the first step in starting a discussion” about new policy options designed to “keep the American people safe.” The proposal will be subject to a standard 60-day public comment period, during which individuals, civil liberties groups, travel companies and foreign governments can submit feedback before CBP decides whether and how to move forward.

Supporters within the administration frame the plan as an extension of measures already in place. Since 2019, most categories of immigrant and nonimmigrant visa applicants have been required to provide social media identifiers as part of consular processing. Officials say extending similar standards to visa waiver travelers will close a screening gap and allow intelligence agencies to analyze social media patterns for signs of potential security threats, extremism or fraud.

Critics counter that the proposal dramatically expands both the scope and scale of data collection, pulling in short-term tourists and business travelers who have traditionally been subject to lighter-touch vetting. Civil liberties advocates warn that such comprehensive access to social media histories will chill free expression, as travelers may self-censor posts, political opinions or association with certain groups for fear of triggering adverse decisions.

Privacy experts have also raised alarms about the sensitivity of the additional data elements, especially IP addresses, photo metadata and biometric identifiers. They argue that the proposal lacks clear limits on how long the information would be stored, which agencies and foreign partners could access it, and under what conditions it might be shared or used for purposes beyond border security. For many travelers from Europe and other regions with strict data-protection regimes, the idea that a 90-day holiday or work trip could involve a decade’s worth of online and offline identifiers being captured and stored is likely to be a serious deterrent.

A new hurdle in an already challenging landscape for U.S. tourism

The social media proposal arrives at a delicate moment for U.S. tourism. While global travel has broadly recovered from the pandemic, the United States is lagging behind many competitors when it comes to international visitor spending. Multiple recent analyses from organizations including the World Travel & Tourism Council suggest the U.S. is on track to lose around $12.5 billion in international visitor spending in 2025, with overseas tourism revenue expected to fall to just under $169 billion, down from $181 billion in 2024 and more than 20% below 2019’s peak.

That shortfall makes the U.S. an outlier among major economies, most of which are seeing strong rebounds in inbound tourism. The decline has been attributed to a combination of factors: a strong U.S. dollar, economic uncertainty in key source markets, and growing unease about U.S. immigration and security policies, particularly under the current administration. International arrivals from some traditional feeder markets, including Western Europe and parts of Asia, have already been trending downward this year.

The travel industry fears that adding a new, highly intrusive layer of digital vetting could further discourage visitors at a time when the U.S. can least afford it. Industry analysts note that potential tourists deciding between the U.S. and destinations in Europe, Asia or the Middle East may be swayed by less onerous entry processes elsewhere, especially if they are planning multiple trips over several years and worry about their online footprint being scrutinized each time.

Those concerns are heightened by other fee and policy changes that have made travel to the U.S. more expensive. Earlier this year, the government introduced a $250 “visa integrity fee” for travelers on many nonimmigrant visas, including tourists and business visitors, with officials signaling that the amount could rise. From January 1, 2026, non-U.S. residents visiting some of the most popular national parks will face an additional $100 entry charge per visit, or the option to buy a $250 annual pass, under what the administration has branded “America-first pricing.” Together, these moves are feeding a narrative among some foreign travelers that the U.S. is both harder and more costly to visit than in the past.

Industry reaction and fears of a chilling effect

Major players across the American travel sector are reacting cautiously but with clear concern. Erik Hansen, senior vice president and head of government relations for the U.S. Travel Association, said the organization is reviewing the proposed ESTA changes and “working with the administration to ensure we can safely and efficiently welcome millions of visitors for the World Cup and other major global events.” The United States is due to co-host the 2026 FIFA World Cup, an event widely seen as a once-in-a-generation opportunity to showcase the country and reinvigorate inbound tourism.

Hansen has repeatedly stressed the need to balance robust screening with international competitiveness. “Screening must keep travelers and our nation safe, but it must also keep the United States competitive,” he said in a statement. “If we fail to deliver an efficient, secure and modern vetting process, international visitors will choose other destinations.” That sentiment is echoed by hoteliers, airlines and convention bureaus, which have warned in recent months that continued weakness in overseas visitation will threaten jobs and investment in tourism-dependent communities.

Some executives worry that the optics of the new proposal may be as damaging as the practical impact. Even if many travelers ultimately comply with the additional requirements, the perception of the U.S. as an unwelcoming or overly suspicious destination could linger. Travel advisors report that some clients, particularly from Europe, Canada and parts of Asia, are already inquiring about alternative destinations with simpler entry rules for multi-city holidays, major events and long-haul leisure trips.

Lawmakers have also begun to weigh in. Several Democratic members of Congress and some Republican moderates have questioned whether the sweeping collection of social media and biometric data from short-term visitors is proportionate to the security benefits claimed. Internationally, analysts in allied countries have suggested the move could provoke reciprocal measures or at least spark domestic political debates about whether citizens should continue to enjoy visa-free entry to the U.S. under increasingly demanding conditions.

How this fits into a broader pattern of restrictive measures

The push to formalize social media vetting for visa waiver travelers is part of a broader pattern of hardening U.S. border and immigration policies under the Trump administration. Beyond the new fees and national park pricing structures, the government has introduced tighter scrutiny of student and work visas, lengthier security checks for certain nationalities, and expanded use of facial recognition systems at airports and land borders.

While supporters argue these measures bolster national security and reinforce the integrity of the immigration system, the cumulative effect has been to make the U.S. entry process feel more complex, unpredictable and, for some, hostile. Travel economists say that “sentiment headwinds” tied to such policies—ranging from rhetoric around trade and migration to high-profile enforcement actions—have already contributed to weaker-than-expected inbound flows from key markets like Canada and Western Europe.

Looking ahead, the stakes are high. If the ESTA proposal is finalized largely in its current form, it could become a defining feature of the U.S. travel landscape for years to come, shaping how foreign visitors plan trips, what they share online and how they perceive the United States as a destination. Conversely, a significant scaling back of the data demands after the public comment period could signal that the administration is sensitive to industry pushback and the economic risks of overreach.

For now, airlines, hotel groups and destination marketing organizations are watching closely and preparing for a range of scenarios. Some are already updating internal guidance for international partners and tour operators, anticipating an influx of questions if and when the new rules come into force, potentially as early as 2026.

What travelers should do now

Despite the headlines, nothing has changed for travelers just yet. The existing ESTA form and requirements remain in place, and providing social media handles is still optional at the time of writing. However, given the direction of policy, experts advise would-be visitors to the U.S. to start thinking carefully about the information they might be asked to share in future.

Prospective travelers from Visa Waiver Program countries planning U.S. trips in late 2025 or 2026 should monitor official government announcements and, if possible, consult airlines or travel advisors familiar with U.S. entry rules. For major events such as the 2026 FIFA World Cup, early planning will be essential, not only for flights and accommodation but also for ensuring that travel authorizations are secured in time under any revised system.

Applicants who are particularly concerned about privacy may wish to review their social media accounts, ensuring that handles and identifying details are accurate and consistent with their travel documents. Immigration lawyers caution, however, that deleting large volumes of content or frequently changing account names close to an application could raise questions, especially if the new policy explicitly references data consistency checks.

Ultimately, much will depend on how CBP implements any final rule: whether consular and border officers receive clear guidance on how to interpret social media and metadata, what thresholds will trigger extra scrutiny, and how travelers will be able to challenge or appeal decisions they believe were based on misinterpretation of online activity. These operational details are likely to emerge only after the comment period closes and a final regulation is published.

FAQ

Q1. Is it already mandatory to provide five years of social media history to visit the U.S. on ESTA?
As of now, it is not yet mandatory. The U.S. government has proposed making five years of social media identifiers a required part of the ESTA application, but the rule is still in a public comment phase and has not taken effect.

Q2. Which travelers would be affected by the new social media requirements?
The proposal targets citizens of countries in the U.S. Visa Waiver Program who use ESTA to visit for up to 90 days for tourism or business. It would not apply to U.S. citizens, permanent residents or travelers who already hold valid nonimmigrant visas.

Q3. What additional personal information would ESTA applicants have to provide?
Beyond social media handles, applicants would be asked for email addresses used over the past 10 years, phone numbers used in the last five years, information on close family members and their contact details, certain IP addresses and photo metadata, and expanded biometric data such as facial images, fingerprints and potentially iris information.

Q4. Why does the U.S. government say it needs this information?
Customs and Border Protection argues that collecting more extensive personal and digital data will strengthen identity verification and help detect potential security threats, fraud and links to criminal or extremist activity before travelers arrive at U.S. borders.

Q5. How are travel and tourism groups reacting to the proposal?
Industry organizations, including the U.S. Travel Association, have expressed concern that overly intrusive screening could deter international visitors and harm the U.S. economy. They are urging the administration to balance security needs with efficiency and competitiveness as a global destination.

Q6. Could refusing to provide social media information hurt my chances of getting ESTA approval?
Under the current rules, social media fields are optional. However, immigration experts expect that if the proposal becomes law, failing to list social media accounts or inconsistencies between declared and discovered profiles could be treated as a warning sign and increase the risk of denials.

Q7. What does this mean for U.S. tourism numbers and spending?
Analysts already forecast that the United States will lose billions of dollars in international visitor spending this year compared with 2024. Many in the industry fear that adding demanding data requirements to ESTA could further weaken inbound tourism by pushing travelers to choose destinations with simpler entry processes.

Q8. When could the new rules realistically take effect?
After publication in the Federal Register, the proposal is subject to a 60-day public comment period. CBP must then review the feedback and issue a final rule, which could take many months. Implementation would likely follow a set transition period, meaning no changes are expected for trips in the immediate future.

Q9. Will the ESTA application still be available on a website?
The proposal indicates that CBP intends to move ESTA applications primarily to a mobile app platform, and phase out or significantly reduce web-based submissions. Travelers would complete identity checks, upload photos and potentially capture live selfies within the app.

Q10. What can travelers do now to prepare for possible changes?
Travelers planning future U.S. trips should stay informed through official government announcements, ensure their passports and personal details are up to date, and be prepared to share accurate social media and contact information if it becomes mandatory. Those with complex concerns may wish to consult immigration or travel professionals as the rulemaking process unfolds.