Travel Guide Explains EU Greenwashing Rules
An updated European tourism guide outlines how the EU Empowering Consumers Directive applies to destinations, tourism businesses and event organisers.
Updated on Nov. 2, 2026 in Travel — General
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The European Travel Commission, the Global Destination Sustainability Movement and NECSTouR have published an updated edition of their guide on EU rules for environmental claims in tourism. The directive, known as EmpCo, requires such claims to be clear, specific and supported by evidence.
Why it matters
The guide helps tourism operators understand how environmental claims in labels, visuals, branding and written statements must now be substantiated. It strengthens consumer protection against misleading green marketing.
The updated edition adds eight CREDIBLE principles that complement the six steps introduced in the April 2026 first edition. The implementation status of EmpCo in five member countries remains unconfirmed.
The players
European Travel Commission
The European Travel Commission is a body that promotes Europe as a tourism destination and co-produced the guide.
Global Destination Sustainability Movement
The Global Destination Sustainability Movement is an organisation that helps destinations advance sustainable tourism and co-produced the guide.
NECSTouR
NECSTouR is the Network of European Regions for a Competitive and Sustainable Tourism and co-produced the guide.
The details
The guide was produced by the European Travel Commission, the Global Destination Sustainability Movement and NECSTouR, building on consulting projects and storytelling masterclasses with city and national tourism organisations. EmpCo generally excludes corporate reporting and investor communications unless those communications are reused in marketing.
Timeline
April 2026: First edition of the guide published.
27 September 2026: EU Empowering Consumers Directive (EU) 2024/825 came into force.
27 September 2027: Poland's EmpCo legislation takes effect.
Travel Outlook
The guide applies the EU Empowering Consumers Directive (EU) 2024/825 to tourism, extending its evidence requirements for environmental claims into destination marketing. Its effect on how travel brands present sustainability will depend on implementation across member states, including Poland's rules effective from 27 September 2027.
Travel businesses and event organisers making green claims in the EU should check that labels, visuals and statements are specific and backed by evidence. Travellers choosing sustainable options may find environmental claims more reliable as EmpCo applies across member states.
The takeaway
Environmental claims in tourism marketing now need clear, specific and verifiable support under EU rules. Businesses should review their sustainability messaging before the directive applies in each member state.
Further reading
For broader context on destination marketing, see Travel — General.
Source note: This article includes information reported by Hotel News Resource.
Live Poll
Do you trust companies' environmental claims when they advertise eco-friendly products or travel?
