The European Travel Commission (ETC), the Global Destination Sustainability Movement (GDS-Movement) and NECSTouR have published a new report titled Proof, Not Promises: A Practical Guide to the EU Empowering Consumers Directive for Destinations. The report aims to help destinations, tourism businesses and event organisers adapt to the European Union’s new approach to environmental claims made to consumers.
The Empowering Consumers for the Green Transition Directive (EU) 2024/825 will apply from 27 September 2026 and significantly changes how green claims can be communicated in Europe. According to the material published by the three organisations, such claims must be clear, specific, substantiated and not misleading, whether they appear in text, images, labels or branding.
What changes for destinations and tourism businesses
The report is intended for destinations, convention bureaux, event venues, event organisers and any organisation communicating sustainability-related information to consumers. It explains that the new framework shifts the focus away from narrative-led sustainability promotion towards communication supported by evidence and verifiable data.
In practice, this means that marketing, operations and data teams will need to work more closely together. Sustainability must be defined, measured and communicated consistently across the entire organisation.
The warning about greenwashing and greenhushing
The publication provides practical guidance on what constitutes a credible sustainability claim and highlights two major risks: greenwashing, meaning unsubstantiated or misleading claims, and greenhushing, meaning avoiding sustainability communication because of uncertainty surrounding the regulatory framework.
In other words, tourism professionals must do more than avoid errors in wording. They also need to maintain clear, consistent and evidence-based communication at a time when the rules are becoming stricter.
What the organisations said
Teodora Marinska, COO of the European Travel Commission, said the directive gives destinations an opportunity to lead with clarity and credibility.
Guy Bigwood, CEO of GDS-Movement, stressed that sustainability is “no longer just a story we tell, but something we must prove.”
John Fitzgibbon, Managing Director of NECSTouR, emphasised that the Empowering Consumers Directive reinforces the need for transparency, data and measurable impact.
The report’s central message is that compliance is not solely about managing legal risk. It can also improve the quality of communications, ensure greater consistency in internal data and build stronger trust among partners and customers.
Why it matters to the market
The new report also shows that the industry needs to address a wider gap in data, governance and documentation. In line with the publication’s conclusions, organisations that invest in these areas earlier will be better prepared to meet regulatory requirements and communicate their sustainability initiatives more credibly.
The message is clear for hospitality and short-term rental professionals who promote the environmental or social features of their properties: from autumn 2026, their claims will need to be backed by evidence and internal procedures capable of withstanding scrutiny.
Frequently Asked Questions
When will the new EU directive begin to apply?
According to the ETC’s material, Directive (EU) 2024/825 will apply from 27 September 2026.
Who is most directly affected by the new report?
The report is relevant to destinations, convention bureaux, event venues, event organisers and any organisation communicating sustainability-related information to consumers.
