by Lacey Pfalz
Last updated: 5:00 PM ET, Wed January 28, 2026
Proposed changes to the United States’ ESTA program, which would require people wanting to visit the U.S. to provide their social media history, personal information about family members and even their own DNA to the government, could weaken the United States’ travel industry and wipe out 157,000 jobs, according to the latest research from the World Travel & Tourism Council (WTTC).
The WTTC, the global organization leading the travel and tourism sector, conducted a multi-country survey in partnership with GSIQ and Oxford Economics. The survey had over 4,500 international travelers across nine countries, including South Korea, France, Italy, Japan and others.
How International Visitors Perceive The Changes
Sixty-six percent of these travelers already knew about the proposed changes to the ESTA requirements, with 34 percent of travelers reporting they would be somewhat or much less likely to visit the U.S. within the next few years should these changes be implemented.
The majority of travelers agreed that these changes would make the U.S. feel less welcoming and would harm the nation’s economy.
The U.S. Travel Association warned late last year that the proposed changes could have “a chilling effect” on international travel to the United States.
Only 12 percent of respondents said they would be more likely to visit the U.S., indicating a strong decline in traveler intent. Over 50 percent agreed the change to the ESTA requirements wouldn’t change how they viewed their personal safety while visiting the United States.
Compared to competing countries, like the U.K., Canada and Western Europe, the changes to the ESTA requirements would be more intrusive than other countries’ entry requirements, and implementing the proposed changes could lead to economic losses.
The Economic Toll of Stricter Entry Requirements
The WTTC's high-impact scenario would end with 4.7 million fewer international arrivals, a reduction of 23.7 percent from ESTA countries in 2026. The drop in arrivals would cause a loss in visitor spending up to $15.7 billion, with wider travel and tourism GDP losses of $21.5 billion. Up to 157,000 U.S. jobs could also be lost.
“WTTC urges U.S. policymakers to carefully assess this policy and its consequences for the economy and jobs,” said Gloria Guevara, WTTC’s President & CEO. “Travel & Tourism is a critical driver of the American economy, job creation and international connectivity, with one in three jobs in the world created by the sector.”
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