This publication responds to the Empowering Consumers for the Green Transition Directive (EU) 2024/825, which will apply from 27 September 2026, introducing stricter rules on how environmental claims are communicated to consumers. Under the Directive, all sustainability messaging including text, visuals, labels, and branding must be clear, specific, verifiable, and not misleading. 

A shift towards evidence-based communication 

The guidance highlights a significant shift for destinations and tourism organisations: moving from narrative-led sustainability communication towards a more evidence-driven approach. Additionally, it emphaises that the transition requires stronger alignment between data collection, internal processes, and communication strategies, ensuring that sustainability claims are supported by measurable and consistent evidence. 

As highlighted during the launch webinar, attended by more than 300 participants, organisations that successfully adapt will not only reduce regulatory risks but also strengthen trust and credibility in an increasingly competitive tourism landscape. 

John Fitzgibbon, Managing Director of NECSTouR, emphasised this transformation, stating: “EmpCo reinforces the need for transparency, data, and measurable impact. For destinations, this is a shift towards more accountable and evidence-driven tourism systems.” 

From compliance to opportunity 

Beyond regulatory compliance, the guide identifies the implementation of the Directive as a strategic opportunity for destinations to strengthen their sustainability practices. By improving internal coordination between marketing, operations, and governance, organisations can enhance the quality and clarity of their messaging, while simultaneously demonstrating a stronger commitment to sustainability. 

Explore “Proof, Not Promises” to discover how your organisation can prepare for the next phase of sustainability communication in Europe’s tourism sector by clicking on the link below: