European Travel Commission: Practical Guide to the EU Empowering Consumers Directive for Destinations

The European Travel Commission (ETC), the Network of European Regions for Sustainable and Competitive Tourism (NECSTouR) and the Global Destination Sustainability Movement (GDS-Movement) have released a practical guide, “Proof, Not Promises: A Practical Guide to the EU Empowering Consumers Directive for Destinations”. The guide translates the EU Empowering Consumers for the Green Transition Directive (EmpCo), which will enter not force on 27 September 2026, into concrete guidance for destination management organisations, convention bureaux, tourism businesses, and event organisers.

EmpCo introduces a fundamental shift in how environmental claims must be made and communicated. Generic terms such as “sustainable,” “eco-friendly,” or “green” carry significant legal risk unless substantiated by verifiable evidence. The Directive applies to all consumer-facing communication, including marketing, branding, and promotional materials.

The guide covers:

• What EmpCo requires and how regulators will assess sustainability claims in practice

• The distinction between high-risk and credible claims, with a six-step framework for compliance

• The strategic opportunity behind the regulation, moving from greenwashing risk to evidence-based, competitive storytelling

• What credible certification looks like and how travel platforms are already raising standards.