A new guide to assist tourism destinations and businesses prepare for incoming EU sustainability claims legislation has been launched by the European Travel Commission (ETC), alongside the Global Destination Sustainability Movement (GDS-Movement) and NECSTouR.
The guide, entitled Proof, Not Promises: A Practical Guide to the EU Empowering Consumers Directive for Destinations, seeks to provide practical guidance on the EU’s Empowering Consumers for the Green Transition Directive (EU) 2024/825, which is set to come into force from 27 September 2026.
This legislation introduces new standards on how environmental claims can be communicated – claims need to be clear, specific, evidence-based, and not misleading, and avoid both greenwashing and greenhushing.
‘Opportunity to lead’
“This Directive is an opportunity for destinations to lead with clarity and credibility,” commented Teodora Marinska, COO of the European Travel Commission. “Evidence-based communication can strengthen trust, foster collaboration, and position Europe’s destinations for long-term resilience.”
In response, Proof, Not Promises is aimed at hotels, accommodation providers, hospitality venues, convention centres, event organisers and any tourism organisation that may communicate sustainability-related information to consumers.
The guide highlights the necessary shift from narrative-led sustainability messaging to more evidence-based communication, and examines how marketing, operations and data management functions can be aligned to ensure consistency in how sustainability claims are measured and presented.
‘A defining moment’
“This is a defining moment for tourism and events,” added Guy Bigwood, CEO of the GDS-Movement. “Sustainability is no longer just a story we tell. It is something we must prove. Organisations that invest in evidence, verification, and alignment will not only reduce risk, they will build trust and competitive advantage.”
Elsewhere, John Fitzgibbon, managing director of NECSTouR, added that for tourism destinations, the new Directive marks a “shift towards more accountable and evidence-driven tourism systems.”
The groups added that the guide frames the incoming Directive as an opportunity for tourism organisations to strengthen internal governance, improve transparency and increase the reliability of sustainability communication. Read more here and here.
