The way in which tourist destinations, hoteliers, event organisers and the tourism industry as a whole in Europe will be able to communicate issues relating to sustainability, the environment and “green” development to consumers is entering a new phase.
The guide “Proof, Not Promises – A Practical Guide to the EU Empowering Consumers Directive for Destinations”, published in April 2026 by the Global Destination Sustainability Movement (GDS-Movement), ETC and NECSTouR, analyses the implications of the new European directive EmpCo (Empowering Consumers for the Green Transition Directive – EU 2024/825), which radically changes the framework for environmental claims in tourism.
According to the text, from 27 September 2026, sustainability claims used in marketing, branding, offers, advertising and any form of communication with consumers will be subject to much stricter legal controls. Claims must be clear, specific, substantiated and verifiable, and must not create a misleading impression. This obligation applies not only to written statements, but also to logos, images, colours, labels and any element that may imply an environmental benefit.
The guide points out that the new European approach marks a shift “from promises to evidence”, as sustainability will no longer be assessed on the basis of a company’s general image or advertising narrative, but on the basis of measurable data, evidence and independent verification.
The EmpCo directive aims to tackle greenwashing, i.e. the practice whereby companies or organisations make exaggerated or unsubstantiated “green” claims. The document states that, according to a European Commission survey, 53% of environmental claims in the EU were considered unclear, misleading or unsubstantiated, whilst 40% could not be supported by sufficient evidence.
At the same time, it is emphasised that credibility is now shifting from a communication advantage to a matter of regulatory compliance. Organisations that can clearly demonstrate their performance on sustainability issues are expected to gain a competitive advantage and greater trust from travellers, partners and investors.
The document emphasises that the directive does not prohibit future targets, such as statements like “net zero by 2030” or “carbon neutral”, but requires that the relevant commitments be accompanied by a clear plan, a timetable, measurable milestones and documented evidence. The treatment of claims based solely on carbon offsetting is considered particularly strict.
Particular reference is made to the so-called “generic environmental claims”, i.e. general terms such as “eco-friendly”, “green”, “environmentally friendly”, “climate-friendly” or “sustainable”, which are considered high-risk if they cannot be supported by clear, recognised and verifiable data.
The guide even provides examples of how the rationale behind sustainability claims is changing. For example, the general phrase “our destination is sustainable” is considered problematic, whilst a more reliable approach is to use a specific and measurable statement such as “75% of hotels are certified by recognised sustainability schemes, with the aim of achieving full destination coverage by 2027”.
A significant part of the document concerns destination management organisations (DMOs), which, according to the text, are now facing increased demands and risks. The text states that DMOs are considered to be particularly vulnerable, as they act as reliable sources of information for visitors, influence traveller behaviour on a large scale and shape a destination’s reputation.
Furthermore, it should be noted that claims at destination level are considered particularly high-risk, as they involve many independent entities – hotels, transport providers, venues and suppliers – over which DMOs often have no direct control. For this reason, reliable data at destination level, a clear definition of boundaries and coordination between the relevant stakeholders are required.
The text states that compliance with the new framework will not be achieved simply through better wording or more careful formulation. On the contrary, new governance structures, new data systems, internal alignment between the marketing, sustainability, procurement and legal departments, as well as new skills within communication teams, are required.
This framework proposes six key steps for organisations to adapt: risk assessment, establishing internal rules for sustainability claims, documenting all claims, aligning all stakeholders, training teams and continuously monitoring claims.
The text also states that this new reality is already having an impact on major tourism platforms. Particular mention is made of Booking.com, which amended its sustainability programme following intervention by the Dutch consumer protection authority, ACM, limiting general claims and emphasising only verified third-party certifications.
At the same time, reference is made to Travalyst, which promotes a more standardised and evidence-based model for presenting sustainability information to travellers, emphasising transparency, independent verification and the comparability of data.
According to the guide’s final conclusion, the new directive does not scale back the ambition regarding sustainability, but radically changes the way in which it is expressed and documented. The main message is that tourism is moving from an era of general promises to a period of accountability, with a greater emphasis on evidence, transparency and reliability.
Source: money-tourism.gr