For months, a steady stream of cautionary tales about tourists being detained, questioned, having phones searched or being turned away at US borders has fuelled anxiety among Australians considering a trip to America.
It comes after US President Donald Trump announced plans in December to overhaul entry to the US, which would include forcing tourists to hand over five years of their social media history to border officials. The proposal is part of a tightening of the Electronic System for Travel Authorisation (ETSA) system targeting travellers from 42 visa-exempt countries, including Australia and New Zealand.
Social media has since become awash with warnings about entering the country, with many travellers bracing for intensified scrutiny at the American border, and some questioning whether it’s worth the risk at all.
But the head of America’s peak tourism body insists the reality is far less dramatic than the perception.
Speaking to news.com.au exclusively, US Travel Association president and chief executive Geoff Freeman said Australians planning a trip to the US – including those visiting for the FIFA World Cup — should be aware that the overwhelming majority of visitors enter the country without any issues.
“We understand why those stories are concerning, and we do not dismiss any traveller’s experience,” Mr Freeman said.
“But the data shows these incidents remain exceptionally rare.”
According to US government figures cited by Mr Freeman, 68 million international visitors travelled to the US last year and 99.9 per cent of international air travellers were admitted.
“Electronic device searches affected less than 0.02 per cent of international travellers, which is consistent with prior administrations,” he said.
“So, while high-profile cases deserve attention, they do not reflect the experience of the overwhelming majority of travellers.
“The larger issue is the gap between perception and reality — and that gap matters because perception shapes travel decisions.”
Why Australians are worried
The reassurances come as concern among international travellers has grown following several widely reported incidents involving tourists and visa holders being detained at US airports or border crossings.
Australian musician Keli Holiday – real name Adam Hyde – revealed earlier this month that he had “spent all day detained at the Canadian border and denied entry back into the US despite having the proper visa documentation in place. I’m still trying to get clarity on the situation myself.”
Hyde did not offer an explanation for his expulsion from the US but sepculation was rife that it may have been linked to his partner’s social media commentary.
Holiday’s influencer girlfriend Abbie Chatfield later issued a lengthy apology on social media, after he was refused re-entry into the US midway through his North America tour.
Chatfield courted controversy in July last year for a video insinuating “incels” should harm the US President. Chatfield did not directly name Mr Trump in her video but hinted he should be harmed while making a gun symbol with her fingers.
In a new interview on Triple M’s Mick in the Morning, Holiday addressed the rumours that he had been denied entry to the US over “national safety concerns”.
“I was meant to go to Old Mates (an Australian bar in New York), I was going to do a surprise set there and have a bunch of fun with a bunch of people,” he explained. “I’m not at liberty to discuss such matters fully at this time … but what I will say, is that I love the United States.”
“I’m gutted I couldn’t do the New York City show, and I hope to get back there soon because there is a lot of people wanting a Keli Holliday show, but I want to bring it to them, so we’ll see.”
A number of other high-profile cases involving travellers from Europe and Canada also attracted global attention earlier this year, adding to the widespread belief that US border authorities have become more aggressive in their screening and questioning of visitors.
At the same time, debate around proposals that could require some travellers to provide social media account information has heightened fears among prospective visitors that political opinions or online activity could be scrutinised.
The strict new security measures for entry to the US have prompted many Australian travellers to admit they felt “scared” and “nervous” their personal information and social media history could see them refused entry to the US.
Mr Freeman acknowledged those concerns but stressed that many of the policies generating headlines have not actually been implemented.
“To be clear, that is a proposed policy that has not been implemented, and we are working to keep it that way,” he said of the social media proposal.
“There is concern because it would require some Visa Waiver Program travellers to provide social media accounts or extended family contact information.
“US Travel is in strong opposition. We believe this would add unnecessary friction, discourage legitimate travellers and damage perceptions of America as a welcoming destination.”
In fact, Mr Freeman argues that perception is currently doing more damage to US tourism than the actual policies themselves.
“Perception, without a doubt,” he said when asked what was hurting tourism most.
“Again, the policies most have heard about have not actually been implemented and data shows border incidents remain rare, yet high-profile stories can quickly shape what millions of potential travellers believe.”
‘America wants you here’
For Australians now weighing up whether to visit the US, Mr Freeman said he had one simple message for them: “America wants you here,”.
“That is the message we want Australian travellers to hear clearly,” he told news.com.au.
“The overwhelming majority of international visitors enter the United States without issue and have positive experiences once they arrive.”
He pointed to research showing more than four in five international visitors reported feeling welcomed during their visit.
“Recent research found that more than four in five international visitors felt welcomed in the US, and only four per cent said they felt unwelcome,” he said.
At the same time, he said travellers should still be prepared for routine immigration procedures.
“Travellers should be prepared, understand entry requirements, carry proper documentation and comply with lawful inspection procedures at the border,” he added.
Tourism feeling the impact
While Mr Freeman insists travellers should not be alarmed, he acknowledges America’s tourism sector is paying a price for the negative perception.
“International inbound travel to the US declined more than 5 per cent last year while global travel grew more than 10 per cent,” he said.
“That tells us America is underperforming in a growing global market.”
He said the decline was not universal, noting growth from countries including Japan, Mexico, Argentina and Colombia, but admitted traveller sentiment was influencing decisions.
“So yes, perception is having an impact — but the picture is more nuanced than the headlines suggest,” he said.
The tourism chief believes the Trump Administration also needs to play a greater role in reducing confusion.
“More clarity would help. Confusion itself can become a deterrent,” he said.
“Travellers should understand what documentation they need, what inspection procedures may involve and what their obligations are if questioned by border officials.
“Clear, consistent communication is essential to making visitors feel prepared — not intimidated.”
World Cup visitor boom looming
The debate comes at a critical moment for US tourism, with America preparing to host the 2026 FIFA World Cup alongside Canada and Mexico.
The tournament is expected to attract millions of international visitors, including tens of thousands of Australians travelling to support the Socceroos and experience one of the world’s biggest sporting events.
Mr Freeman said significant investments were being made to ensure airports and border facilities can cope with the influx.
“The US is making important progress, including funding for 5,000 new CBP officers at gateway airports, more than $500 million for biometric entry-exit systems and over $1.6 billion for World Cup and Olympic security and co-ordination,” he said.
“Those are meaningful investments.
“But confidence does not mean complacency. The World Cup will be a major test of America’s airports, border operations and visitor experience, and continued co-ordination between government and industry is essential.”
The tournament is expected to be one of the largest visitor events in US history, placing unprecedented pressure on immigration facilities, airports and transport networks.
Advice for Australians
For Australians heading to the US, Mr Freeman’s advice is straightforward.
“Plan early, confirm your visa or ESTA requirements, make sure your documentation is accurate and current, allow extra time at airports and understand that electronic devices may be inspected if requested by border officials,” he said.
“Travellers should also check official US and Australian government guidance before departure.”
He said that despite several alarming cases of Australian tourists recently being turned away at the US border there was one “most important point” to remember.
“Millions of international visitors come to the United States every year without issue, and America wants Australian travellers here for the World Cup,” he said.
For Mr Freeman, the greatest challenge facing US tourism at the moment is not selling the idea to people that they will enjoy America once they arrive — it’s convincing them not to be scared off before they even book.
“The consequences begin when travellers decide the process is too expensive, too unpredictable or too burdensome and choose another destination,” he said.
“International visitors are export customers. When they do not come, the US loses spending, jobs and economic activity.”
This writer was a guest of the US Travel Association for its IPW 2026 trade show event in Fort Lauderdale, Florida.
