As sustainability becomes an increasingly important factor in destination competitiveness, tourism organisations across Europe are facing a new challenge: proving their sustainability credentials rather than simply promoting them. To facilitate this shift, the European Travel Commission (ETC), the Global Destination Sustainability Movement (GDS-Movement), and NECSTouR have introduced “Proof, Not Promises: A Practical Guide to the EU Empowering Consumers Directive for Destinations.” This white paper addresses a major regulatory change impacting tourism communication in recent years. It concentrates on the Empowering Consumers for the Green Transition Directive (EU 2024/825), effective from 27 September 2026. According to the new regulations, sustainability claims made to consumers must be clear, specific, verifiable, and supported by evidence. This requirement extends to written marketing, visuals, labels, branding, and promotional materials.

This marks a notable change in how tourism destinations approach sustainability. Words like “green,” “eco-friendly,” or “sustainable” will need to be backed by solid evidence, with organisations showing that their environmental claims are based on reliable data and transparent methods. The white paper emphasises that compliance shouldn’t be seen solely as a regulatory task; rather, it’s an opportunity for destinations to build trust, credibility, and transparency in their communications. Organisations that effectively update their sustainability reporting and messaging could gain a competitive edge in the growing market for eco-conscious tourism. The main message is that companies should shift from storytelling-based sustainability communication to an evidence-driven approach. This involves better cooperation between marketing teams, destination management, data experts, and operational staff, with claims supported by measurable indicators, documented actions, and consistent governance.

This guide targets a broad spectrum of tourism stakeholders, including destination management organisations (DMOs), national tourism offices (NTOs), convention bureaux, event planners, and tourism businesses. It offers practical guidance on reviewing communication strategies, recognising potential risks, and preparing for the updated legal framework. In addition to the Empowering Consumers Directive, the publication engages with broader EU sustainability standards. Recent legislation on sustainability reporting, transparency, and environmental claims is set to shape how tourism entities operate and communicate moving forward. The report emphasizes the rising importance of credible tourism data, as destinations increasingly showcase their sustainability efforts. Access to strong indicators and monitoring systems will be crucial, supporting European initiatives for evidence-based destination management and more transparent tourism governance.

For destination managers, the publication reminds us that sustainability isn't just about adopting good practices; it's equally about communicating them responsibly and precisely. As visitors, investors, and policymakers focus more on accountability, showing measurable results is becoming as crucial as taking the actions. Ultimately, this new white paper highlights a wider shift happening across European tourism. The future of sustainability communication for destinations will rely more on transparency, evidence, and trust—making sure that claims are supported by proof rather than just promises.

More information:
https://etc-corporate.org/news/etc-and-gds-movement-launch-white-paper-to-help-destinations-navigate-eu-sustainability-rules/