The way in which tourist destinations, hoteliers, event organizers and the tourism industry as a whole in Europe will be able to communicate sustainability, environmental and “green” development issues 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 to consumers will be subject to much stricter legal control. Claims must be clear, specific, substantiated and verifiable, without creating a misleading image. This obligation does not only concern written statements, but also logos, images, colours, labels and any element that may imply an environmental benefit.
The guide points out that the new European approach marks a transition “from promises to evidence”, as sustainability will no longer be assessed based on the general image or advertising narrative, but on the basis of measurable data, evidence and independent confirmation.
The EmpCo directive aims to tackle greenwashing, i.e. the practice in which companies or organisations present 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, while 40% could not be supported by sufficient evidence.
At the same time, it is underlined that credibility is now turning from a communication advantage to a matter of regulatory compliance. Organizations that can clearly demonstrate their performance in sustainability issues are expected to gain a competitive advantage and greater trust from travelers, partners and investors.
The document emphasizes that the directive does not prohibit goals for the future, such as statements such as “net zero by 2030” or “carbon neutral”, but requires that the relevant commitments be accompanied by a clear plan, timetable, measurable stages and documented evidence. The treatment of claims based solely on carbon offsetting is considered particularly strict.
Special 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, recognized and verifiable data.
The guide even gives examples of how the logic of sustainability claims is changing. For example, the general phrase “our destination is sustainable” is considered problematic, while a more secure approach is considered a specific and measurable formulation such as “75% of hotels are certified by recognised sustainability schemes, with full destination coverage targeted by 2027”.
An important part of the document concerns destination management organisations (DMOs), which, according to the text, are now at the centre of increased demands and risks. The text states that DMOs are considered particularly exposed, as they act as reliable sources of information for visitors, influence traveller behaviour on a large scale and shape the reputation of a destination.
Furthermore, it is noted that claims at the destination level are considered particularly high-risk, as they concern many independent entities – hotels, transport, venues, suppliers – over which DMOs often have no direct control. For this reason, reliable data at the destination level, clear definition of boundaries and coordination between the involved actors are required.
The text states that compliance with the new framework will not be achieved only through better wording or more careful formulation. On the contrary, new governance structures, new data systems, internal alignment between marketing, sustainability, procurement and legal departments, as well as new skills in communication teams are required.
This framework proposes six key steps for organizations to adapt: risk assessment, setting internal rules for sustainability claims, documenting all claims, aligning all stakeholders, training teams and continuous monitoring of claims.
The text also states that the new reality is already affecting large tourism platforms. Special mention is made of Booking.com, which amended its sustainability programme following interventions by the Dutch consumer protection authority ACM, limiting general claims and emphasizing only verified third-party certifications.
At the same time, the example of Travalyst is mentioned, which promotes a more standardized and evidence-based model for presenting sustainability information to travelers, emphasizing transparency, independent verification and comparability of data.
According to the final conclusion of the guide, the new directive does not limit the ambition around sustainability, but radically changes the way in which it is expressed and documented. The main message is that tourism is moving from the era of general promises to a period of accountability, with a greater emphasis on evidence, transparency and reliability.
Source: money-tourism.gr