The U.S. is trying to regain control of the narrative around its entry formalities.
For several months, a series of U.S. proposals aimed at strengthening information collection under ESTA has raised questions, particularly among visa-exempt travelers.
The prospect of requiring applicants to provide five years of social media history has prompted widespread reaction, in an already sensitive context for the appeal of the United States as a travel destination.
Just weeks before the FIFA World Cup 2026, which begins in June and for which the United States is one of the host countries, U.S. authorities and tourism stakeholders are stepping up efforts to clarify the message.
CBP points to a more targeted approach to social media screening
According to Travel Weekly, Matt Davies, Executive Director at U.S. Customs and Border Protection, said during IPW 2026, the major annual U.S. travel trade show organized by the U.S. Travel Association, that CBP is currently reviewing about 2,000 public comments received on its proposal published last December.
That proposal, listed in the Federal Register on December 10, 2025, notably called for adding social media as a mandatory data field in ESTA applications. The text stated that applicants would be required to provide their social media identifiers from the previous five years. It also mentioned several other proposed information fields, including phone numbers used over the past five years, email addresses used over the past 10 years, information about family members, and certain biometric elements.
CBP, however, now appears to be considering a less uniform application of the measure.
According to remarks reported by Travel Weekly, which is covering IPW 2026, the agency is looking at “a waterfall approach”, in which the level of social media information requested would depend on the answers provided by the traveler as they move through the ESTA form. “It’s not focused on everyone,” Davies summarized the logic.
No implementation before the World Cup
Another important point for travelers is that any potential social media-related requirements are not expected to take effect before the start of the World Cup in June 2026. According to Davies, implementation does not appear likely before the end of the year at the earliest.
The regulatory process is therefore not complete. CBP must first finish reviewing the public comments, then publish a new federal notice. That notice would open another consultation period before any possible implementation.
In practice, travelers eligible for the Visa Waiver Program must still obtain ESTA authorization before departure, but the new requirements discussed since December 2025 are not yet in force. That distinction is essential, because much of the current confusion stems from the gap between a widely discussed administrative proposal and the rules actually in effect.
The CBP official also sought to push back against the idea of a broad tightening of entry controls into the United States. Davies said CBP had not changed its policies or its approach to entry into the U.S. under the Trump administration, even though many travelers and travel professionals feel that controls have become stricter.
“The numbers are such that if you’re a traveler crossing the border into the U.S., you have a better chance of getting hit by lighting once in your lifetime than of having your phone searched by CBP,” he said.
Brand USA launches “Get Facts. Get Going.”
The clarification comes as Brand USA, the organization responsible for promoting the United States as an international travel destination, launches a new initiative called “Get Facts. Get Going.”
Announced on May 18, 2026, the initiative is intended to give international travelers a single source of information on visa and entry policies, fees, procedures, and other topics that may create confusion. Brand USA presents the effort as a response to misconceptions circulating on social media and in several international markets.
In its announcement, the organization says the resource is meant to be available at all times and updated continuously. It will be incorporated into marketing, communications, and travel trade promotion efforts, including through international markets, travel professionals, the “USA Discovery” training program, and the “Visiting Journalists” program.
The initiative comes at a strategic moment for the United States. The country is preparing to host several major events, including the FIFA World Cup 2026, America’s 250th anniversary, the centennial of Route 66, and the Los Angeles Olympic and Paralympic Games in 2028.
“We are open”: Brand USA seeks to reassure international travelers
In response to questions raised by U.S. entry formalities, Brand USA is focusing on education. With the “Get Facts. Get Going.” platform, the organization wants to offer international travelers a single resource to better understand the applicable rules, fees, entry procedures, and other information that may cause confusion.
The message is primarily about distinguishing between rules that are actually in force and measures that are still under consideration. Fred Dixon, president and CEO of Brand USA, says the goal is to build traveler confidence and remind international visitors that they are welcome in the United States.
“We want international visitors to know that we are open for business and warmly welcome them,” he said in the organization’s announcement.
Brand USA is also highlighting its partnership with CBP to promote trusted traveler programs, including Global Entry. CBP representatives were present this week at Brand USA’s booth at IPW to answer questions and provide updated information on those programs.
