US May Soften ESTA Social Checks as Tourism Pushback Grows

US Customs and Border Protection (CBP) is reviewing a proposal that would expand social media screening for travelers using ESTA.

The plan would require ESTA applicants to provide social media identifiers from the previous five years. The rule is not in effect yet, and CBP may now narrow it after receiving public feedback.

ESTA is the online authorization used by travelers from Visa Waiver Program countries. It allows eligible visitors to travel to the US for short tourism or business trips without applying for a traditional visa. Because ESTA is meant to be a simpler entry process, extra questions could make the US feel harder to visit.

ESTA changes could cool US travel demand

Travel groups say the proposal could discourage visitors before they even book a trip. The US Travel Association warned that mandatory social media disclosure could have a “chilling effect” on travel to the United States. The concern is that some travelers may see the process as too personal, confusing, or intrusive.

Visa Waiver Program countries include important source markets for US tourism. If the entry process feels difficult, some travelers may choose another destination. This is especially sensitive before the 2026 FIFA World Cup, when the US expects a large increase in international visitors.

Security checks move beyond social media

The original December proposal went beyond social media handles. It also mentioned additional data fields such as phone numbers, email addresses, family details, and biometric categories. These details made the proposal more controversial because ESTA travelers normally go through a lighter process than visa applicants.

CBP says the goal is security screening, not reducing tourism. Officials say social media identifiers can help confirm a traveler’s identity and check whether the person is linked to information that raises national security concerns.

CBP may narrow ESTA checks to higher-risk travelers

CBP is now considering a more targeted system. Instead of asking every ESTA applicant for the same information, the agency may apply extra questions only to certain travelers based on risk assessment. CBP has not explained the exact criteria because it says some details are law-enforcement sensitive.

A revised Federal Register notice could come around September or October 2026. That would likely open another 30-day comment period.

This also fits into a wider challenge for US inbound travel. Brand USA has been trying to reassure international travelers as confusion grows around new fees, visa rules, and proposed social media checks. The timing is important because the 2026 FIFA World Cup could bring strong demand, but only if visitors see the US as clear, predictable, and easy to enter.

Photo by Robert | Visual Diary on Unsplash