Travel advisors who’ve spent the past year rebuilding international inbound business may want to pay close attention to a policy fight brewing in Washington—one that could put a significant dent in the client pipeline just as the biggest travel events in a generation are on the horizon.
The U.S. Travel Association is sounding the alarm over two proposals under consideration by the federal government: a $250 “visa integrity fee” for international visitors and expanded social media screening requirements for travelers arriving under the Visa Waiver Program. The trade group, which marked the one-year anniversary of its Commission on Seamless and Secure Travel report this week, says both measures risk reversing a year of genuine momentum in modernizing America’s entry system.
The timing couldn’t be more fraught. International travel to the U.S. declined in 2025 for the first time since COVID, part of a broader $120 billion reversal in travel spending over the last decade. The U.S. once brought in more from international visitors than Americans spent abroad—now the balance has flipped, and global competitors are actively working to widen that gap.
Travel economists estimate the proposed $250 visa fee alone could reduce international travel spending in the U.S. by $2.9 billion annually and put 15,000 American jobs at risk.
“Other destinations are actively competing for international travelers—streamlining entry, reducing costs and marketing aggressively,” Geoff Freeman, president and CEO of the U.S. Travel Association, said in a statement. “The U.S. has a choice: make it easier or make it costlier. You can’t modernize entry with one hand and add barriers with the other. We need alignment.”
The backdrop makes the stakes especially high for advisors. The U.S. is preparing to host America 250, the 2026 FIFA World Cup, and the 2028 Summer Olympics—events that together could generate nearly $100 billion in economic impact. For travel advisors, that’s a once-in-a-generation window for group travel, international inbound, and premium itinerary business. Whether that window fully opens may depend on policy decisions being made right now.
To be fair, the past year has delivered real wins. The administration deployed more than 400 additional consular officers at high-demand posts, expanded Visa Waiver Program engagement, preserved interview waiver authority for low-risk visa renewals, and launched expedited processing for World Cup ticket holders. On the ground, CBP received funding for 5,000 additional officers to reduce customs wait times, the long-maligned shoes-off policy for all travelers was ended, and biometric tools for entry, exit, and airport screening were expanded. One Stop Security and International Remote Baggage Screening programs were also launched, removing duplicative re-screening for connecting travelers—a tangible win for international itinerary flow.
The U.S. Travel Association has been supportive of that progress. But the organization is urging the administration not to let the proposed fee and screening requirements undo it.
“We’ve made real progress together over the past year,” Freeman said. “Now we need policy discipline to match our infrastructure investments. The question is simple: do we want to welcome the world or make it harder for them to come?”
For travel advisors, the message is to stay engaged. Industry advocacy on this issue matters, and the outcome will directly shape the international bookings environment heading into the biggest sporting and cultural events the U.S. has hosted in decades.
“The administration has shown a real commitment to modernizing our travel system,” Freeman added. “We’re confident that the same commitment will guide decisions on policies that affect international visitation. The world is coming—let’s make sure we’re ready to welcome them.”
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