Knowledge documents

14 May 2026

Navigating Green Promises with Proof: A Guide to EU Sustainability Claims Law

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Are you ready for a sustainability transformation? The EU's Empowering Consumers for the Green Transition Directive is revolutionizing the tourism and events sector by enforcing truth in sustainability claims. This guide, crafted by leading experts, reveals how destinations can move from branding to accountability, ensuring their claims are backed by solid evidence. Dive into the world where proof reigns and discover the strategic advantages at stake. Curious to learn more? Follow the link to unlock the future of sustainable tourism and download the complete guide.

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European Travel Commission

Related Organisation(s)

European Travel Commission

Topics Geographical descriptors

Albania

Armenia

Austria

Belgium

Bosnia and Herzegovina

Bulgaria

Croatia

Cyprus

Czechia

Denmark

Estonia

EU-27

Finland

France

Georgia

Germany

Greece

Hungary

Iceland

Ireland

Italy

Kosovo

Latvia

Liechtenstein

Lithuania

Luxembourg

Malta

Moldova

Montenegro

Netherlands

North Macedonia

Norway

Poland

Portugal

Romania

Serbia

Slovakia

Slovenia

Spain

Sweden

Switzerland

Türkiye

Ukraine

Other

Organisation Type

Destination Management & Marketing Organisations

• Specific types of tourism

• • Adventure tourism

  • Coastal, maritime and inland water tourism

  • Cultural tourism

  • Ecotourism

  • Education tourism

  • Festival tourism

  • Gastronomy tourism

  • Health and medical tourism

  • MICE tourism

  • Mountain tourism

  • Religious tourism

  • Rural tourism

  • Sports tourism

  • Urban/city tourism

  • Wellness tourism

• Transition Pathway Strategic Areas

• • Governance of tourism destinations

  • Green Transition of Tourism Companies and SMEs

  • Tourism strategies

• Business activities

• • Activities of associations and other organisations supporting tourism

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In a world increasingly committed to sustainability, the European Travel Commission (ETC), the Global Destination Sustainability Movement (GDS-Movement), and NECSTouR have launched "Proof, Not Promises," a comprehensive guide designed to transform how sustainability claims are communicated across the tourism sector. With the impending enforcement of the EU’s Empowering Consumers for the Green Transition Directive (EU 2024/825), the report is timely, providing crucial guidance to destinations, tourism businesses, and event organizers. Starting on September 27, 2026, sustainability claims directed at consumers will be subject to stringent scrutiny. These claims must be lucid, specific, backed by evidence, and free from misleading elements, encompassing text, visuals, labels, and branding.

The report calls on organizations to transition from aspirational branding to robust accountability. It encourages claims to reflect genuine performance, not mere aspirations, by being anchored in verifiable data to foster trust and transparency. The directive sets a high bar to eliminate greenwashing—the practice of making misleading claims—and greenhushing—the reluctance to communicate sustainability due to lack of evidence. Such practices can swiftly erode trust and damage stakeholder relationships.

Emphasizing the strategic value of precise communication, the guide suggests organizations leverage evidence-backed claims to forge stronger relationships with clients and partners. This approach is not only vital for maintaining trust but also for gaining a competitive edge in a regulated market. The report provides a structured pathway for organizations to comply with these changes, underscoring the importance of robust data, third-party certifications, and internal alignment. By adhering to these principles, businesses can ensure their claims are credible and compliant, whilst unlocking new growth opportunities.

Highlighting potential risks, the report points out the legal exposure and reputational damage associated with non-compliance, including regulatory fines. However, it also notes the opportunities available to organizations that invest in rigorous verification systems, positioning themselves for trust and market differentiation.

Destination Management Organizations (DMOs), being trusted sources of information, face heightened scrutiny. The report stresses that destination-wide claims must be substantiated with comprehensive, reliable data to prevent any credibility gaps. This guide is rich with strategic insights, empowering stakeholders to navigate this regulatory shift skillfully, enhancing their sustainability narratives from risk management to leadership and growth in the tourism sector. For those poised to embrace this transformation,download the full reportand discover the blueprint for a future-fit tourism.

#Sustainable tourism #Responsible travel #Sustainable destinations #Eco-friendly accommodations #Destination management #Tourism sustainability indicators

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