EmpCo for tourism: green claims you can stand behind
What it is
Stricter EU rules on green claims
Directive (EU) 2024/825 tightens the rules on environmental claims, sustainability labels and claims about future performance.
Who it affects
Tourism businesses in the EU
Accommodation providers, tour operators, destination management companies and activity providers operating in, or marketing to, EU markets.
When
From 27 September 2026
In force since 26 March 2024, with 27 March 2026 as the deadline for EU countries to turn it into national law.
What it means
Every claim needs evidence
Environmental claims on your website, in marketing and in other customer-facing communications must be clear, accurate and backed up.
Compliant vs non-compliant claims
Check my claimsAvoid
- “This is a carbon-neutral holiday”
- “We are a sustainable tour operator”
- “Our accommodation is 100% green”
- An in-house eco badge
Instead
- Share your measured emissions and reduction measures
- Say how, with numbers, e.g. “80% of our guides are local”
- Show year-on-year progress backed by data
- Use a GSTC-recognised certification
Blog
Green claims in tourism: what EmpCo means for your business
How to keep your environmental claims credible, clear and compliant, with more examples and practical tips.
Read the article
The EmpCo Scan
We review your website, marketing and other customer-facing communications, and the evidence behind your claims.
- Compliance gapsClaims that are vague, misleading or not backed up
- Stronger claimsWhere more specific wording or data is needed
- Further reviewLabels and claims that need a closer look
- Monitoring & evaluationBetter data and indicators to support your claims