Proof, not promises: Updated guide helps tourism and events industry navigate new EU greenwashing rules

The European Travel Commission (ETC), NECSTouR and the Global Destination Sustainability Movement (GDS-Movement) have released an updated edition of “Proof, Not Promises: A Practical Guide to the EU Empowering Consumers Directive for Destinations”. The guide helps destinations, tourism businesses and event organisers communicate sustainability in a way that is credible, evidence-based and compliant.

Since 27 September 2026, the Empowering Consumers for the Green Transition Directive (EmpCo) has applied across the EU. Environmental claims used in marketing, branding, bids and other consumer-facing communications must now be clear, specific and backed by verifiable evidence. This applies to written statements, labels, visuals, and any other communication that implies an environmental benefit. Generic claims such as “eco-friendly” or “green” are prohibited unless they are supported by recognised excellent environmental performance.

This second edition builds on the first, published earlier this year. It reflects how the Directive is being applied in practice and includes updated guidance on:

• National implementation, with an overview of how EU Member States are transposing the Directive.
• Climate claims and future commitments, including “net zero” and “carbon neutral” claims and the role of offsetting.
• Sustainability labels and certification, and what makes a certification scheme credible.
• Who the rules apply to, including when DMOs and other public bodies act as traders.

The guide also sets out eight key principles for compliant communication and the 6 Steps to Credible Claims. It includes practical examples showing how high-risk claims can be reframed into credible ones. Its core message is that the opportunity is not to say less, but to say better.

Read the news article here.