A proposed change to the U.S. ESTA program could significantly affect international travel to the United States — and IITA members have an important opportunity to weigh in.
The U.S. government has issued a Federal Register notice proposing to expand the data required from travelers applying through ESTA. The proposal would mandate the collection of extensive personal information, including years of personal and family contact history, as well as social media identifiers for travelers from Visa Waiver Program countries.
IITA strongly supports effective security screening and policies that keep Americans and visitors safe. However, this proposal raises serious concerns for inbound travel. Taken together, the breadth and intrusiveness of the required information risks discouraging lawful, low-risk travelers and reinforcing the perception that travel to the U.S. is complicated and unwelcoming.
Recent research underscores why this matters. A World Travel & Tourism Council survey of more than 4,500 international travelers from Visa Waiver Program countries found that two-thirds were already aware of the proposed policy. A large share said it would make the U.S. feel less welcoming and less attractive for both leisure and business travel. More than one-third said they would be somewhat or much less likely to visit the United States if the proposal is implemented. WTTC estimates this could translate into a 23% reduction in visitation from these markets — costing the U.S. an estimated $15.7 billion in visitor spending and more than 150,000 jobs.
For inbound operators, destinations, hotels, attractions, and suppliers, the implications are real. ESTA is the first point of contact many travelers have with the U.S. travel system. Added friction at this stage can influence destination choice long before a booking is made — especially when travelers have many alternative destinations competing for their business.
The public comment period is open, and member input matters. Policymakers pay close attention to real-world perspectives from businesses that work directly with international travelers every day. Whether you share concerns about traveler perceptions, booking impacts, or operational challenges, your voice helps reinforce that policy decisions have downstream effects on U.S. jobs, communities, and competitiveness.
IITA has prepared a short, easy-to-use comment template that members can customize and submit. You don’t need to be a policy expert — personal, practical insights are exactly what decision-makers need to hear.
Now is the moment to speak up and help protect America’s welcome. If you have questions or would like assistance tailoring your comment, the IITA team is here to help.
Submit comments by Monday, February, 9 to: CBP_PRA@cbp.dhs.gov. Written comments and/or suggestions regarding the item(s) contained in this notice must include the OMB Control Number 1651-0111 in the subject line and the agency name – Department of Homeland Security.
Your Voice Is Needed: Comment on Proposed ESTA Data Expansion
A proposed change to the U.S. ESTA program could significantly affect international travel to the United States — and IITA members have an important opportunity to weigh in.
The U.S. government has issued a Federal Register notice proposing to expand the data required from travelers applying through ESTA. The proposal would mandate the collection of extensive personal information, including years of personal and family contact history, as well as social media identifiers for travelers from Visa Waiver Program countries.
IITA strongly supports effective security screening and policies that keep Americans and visitors safe. However, this proposal raises serious concerns for inbound travel. Taken together, the breadth and intrusiveness of the required information risks discouraging lawful, low-risk travelers and reinforcing the perception that travel to the U.S. is complicated and unwelcoming.
Recent research underscores why this matters. A World Travel & Tourism Council survey of more than 4,500 international travelers from Visa Waiver Program countries found that two-thirds were already aware of the proposed policy. A large share said it would make the U.S. feel less welcoming and less attractive for both leisure and business travel. More than one-third said they would be somewhat or much less likely to visit the United States if the proposal is implemented. WTTC estimates this could translate into a 23% reduction in visitation from these markets — costing the U.S. an estimated $15.7 billion in visitor spending and more than 150,000 jobs.
For inbound operators, destinations, hotels, attractions, and suppliers, the implications are real. ESTA is the first point of contact many travelers have with the U.S. travel system. Added friction at this stage can influence destination choice long before a booking is made — especially when travelers have many alternative destinations competing for their business.
The public comment period is open, and member input matters. Policymakers pay close attention to real-world perspectives from businesses that work directly with international travelers every day. Whether you share concerns about traveler perceptions, booking impacts, or operational challenges, your voice helps reinforce that policy decisions have downstream effects on U.S. jobs, communities, and competitiveness.
IITA has prepared a short, easy-to-use comment template that members can customize and submit. You don’t need to be a policy expert — personal, practical insights are exactly what decision-makers need to hear.
Now is the moment to speak up and help protect America’s welcome. If you have questions or would like assistance tailoring your comment, the IITA team is here to help.
Submit comments by Monday, February, 9 to: CBP_PRA@cbp.dhs.gov. Written comments and/or suggestions regarding the item(s) contained in this notice must include the OMB Control Number 1651-0111 in the subject line and the agency name – Department of Homeland Security.
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