Proof, not promises: New report helps destinations navigate EU sustainability claims law
The European Travel Commission (ETC), the Global Destination Sustainability Movement (GDS-Movement) and NECSTouR launched Proof, Not Promises: A Practical Guide to the EU Empowering Consumers Directive for Destinations, a new report designed to help destinations, tourism businesses, and event organisers respond to one of the most significant regulatory shifts in sustainability communication.
The report provides practical guidance on the EU’s Empowering Consumers for the Green Transition Directive (EU) 2024/825, which will apply from 27 September 2026 and fundamentally changes how environmental claims to consumers can be made across Europe. Claims will need to be clear, specific, evidence-based, and not misleading, applying across text, visuals, labels, and branding.
Supporting a shift in sustainability communication
The guidance is relevant to destinations, convention bureaux, venues, event organisers, and any organisation communicating sustainability-related information to consumers.
It highlights a shift from narrative-led sustainability messaging to more evidence-based communication where claims must be supported by verifiable data and consistent internal processes. It also emphasises the need for alignment between marketing, operations, and data functions to ensure coherence in how sustainability is defined, measured, and communicated across organisations in tourism and events.
Teodora Marinska, COO of the European Travel Commission, commented:
“This Directive is an opportunity for destinations to lead with clarity and credibility. Evidence-based communication can strengthen trust, foster collaboration, and position Europe’s destinations for long-term resilience.”Guy Bigwood, CEO of the GDS-Movement, said:
“This is a defining moment for tourism and events. 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.”John Fitzgibbon, Managing Director of NECSTouR, added:
“EmpCo reinforces the need for transparency, data, and measurable impact. For destinations, this is a shift towards more accountable and evidence-driven tourism systems.”
Practical guidance for implementation
The publication offers practical guidance to the Directive, clarifying what credible sustainability claims require in terms of evidence. It also addresses key risks, including avoiding both greenwashing and “greenhushing” caused by regulatory uncertainty.
Opportunity alongside compliance
The guide frames the Directive not only as a compliance requirement, but also as an opportunity to improve the quality, transparency and credibility of sustainability communication.
By strengthening internal evidence systems and improving consistency across functions, organisations can enhance trust with stakeholders and improve the clarity of their sustainability messaging.
Closing the capability gap
The publication identifies a wider need across the sector to strengthen data, governance and evidence capabilities. Organisations that invest in these areas are expected to be better positioned to meet regulatory expectations and improve credibility in the marketplace.
