The European Travel Commission (ETC), the Global Destination Sustainability Movement (GDS Movement) and NECSTouR are launching the guide
"Proof, Not Promises: A Practical Guide to the EU Empowering Consumers Directive for Destinations".
This publication aims to support the tourism sector in adapting to the European Directive on Empowering Consumers for the Green Transition (EmpCo). The new legislation comes into force on 27 September 2026 and introduces stricter rules for the communication of environmental and sustainability claims to consumers.
// Sustainability communication will be more rigorous and evidence-based
The main aim of the guide is to assist with the implementation of the directive’s requirements by providing practical guidance for tourist destinations, tourism businesses, event venues, and conference and event organisers. The publication highlights the need to replace generic and aspirational messages with clear, specific communication grounded in verifiable data and evidence, not only in promotional texts but also in images, labels, visual identity and other forms of communication.
// Among the key recommendations set out in the guide, the following stand out:
- the use of verifiable data to support environmental claims;
- alignment between marketing, operations and data management teams;
- a clear definition of the scope of claims such as ‘carbon neutrality’ or ‘net zero’;
- adoption of independent verification mechanisms to enhance credibility;
- prevention of greenwashing and greenhushing practices.
// // An opportunity to boost confidence and competitiveness
It should also be noted that the directive represents an opportunity to increase consumer confidence and enhance the trustworthiness and reputation of organisations. In this context, the guide highlights that organisations that invest in systems for verification, traceability and transparency will be better prepared to meet regulatory requirements and to stand out in an increasingly competitive and scrutinised market.
The publication also warns that generic claims, such as ‘sustainable’, ‘green’ or ‘eco-friendly’, may pose a legal risk if they are not properly substantiated. Furthermore, the document encourages organisations to communicate more clearly and consistently, so as to make sustainability a credible point of differentiation rather than merely a promotional message. Thus, sustainability communicated with rigour ceases to be an option and becomes a legal requirement and a condition for credibility in the market.
