The Directive introduces new requirements for environmental claims made to consumers across Europe. Under the new framework, sustainability-related claims will need to be clear, specific, evidence-based and non-misleading, applying across text, visuals, labels and branding.
The launch of the report was accompanied by a webinar attended by more than 300 registered participants.
“This is a defining moment for tourism and events. Sustainability is no longer just a story we tell. It is something we must prove. Organisations that invest in evidence, verification, and alignment will not only reduce risk, they will build trust and competitive advantage.” said Guy Bigwood, CEO of The GDS-Movement.
The report outlines the transition from narrative-led sustainability messaging towards communication supported by verifiable evidence and internal governance processes. It also highlights the importance of alignment between marketing, operations and data management functions to ensure consistency in how sustainability is measured and communicated.
Teodora Marinska, COO of the European Travel Commission, said: “This Directive is an opportunity for destinations to lead with clarity and credibility. Evidence-based communication can strengthen trust, foster collaboration, and position Europe’s destinations for long-term resilience.”
John Fitzgibbon, Managing Director of NECSTouR, added: “EmpCo reinforces the need for transparency, data, and measurable impact. For destinations, this is a shift towards more accountable and evidence-driven tourism systems.”
The guide provides practical recommendations on how tourism organisations can support sustainability claims with documented evidence while reducing the risk of both greenwashing and “greenhushing” linked to regulatory uncertainty.
According to the report, the Directive should also be viewed as an opportunity for organisations to improve the quality, transparency and credibility of sustainability communication, while strengthening stakeholder trust.
The publication additionally identifies a broader need within the tourism sector to improve governance, data management and evidence capabilities in preparation for evolving regulatory requirements across Europe.
Tags: Guy Bigwood, GDS-Movement Teodora Marinska, European Travel Commission John Fitzgibbon, NECSTouR