GDS-Movement Launches New Guide on EU Sustainability Claims Rules

The GDS-Movement, in collaboration with the European Travel Commission and NECSTouR, has launched Proof, Not Promises: A Practical Guide to the EU Empowering Consumers Directive for Destinations, a new report aimed at helping destinations, tourism organisations and event professionals navigate one of the most consequential regulatory shifts currently reshaping sustainability communication across Europe.

Developed in response to the EU’s Empowering Consumers for the Green Transition Directive (EU) 2024/825, the publication provides practical guidance on how destinations, venues, convention bureaux and event organisers can adapt their communication strategies ahead of the Directive’s implementation on 27 September 2026.

The legislation introduces stricter requirements around environmental claims made to consumers, requiring all sustainability-related messaging to be clear, evidence-based, specific and verifiable across text, visuals, branding and labels.

The guide was officially launched during a webinar attended by more than 300 registered participants, underlining the growing urgency surrounding sustainability accountability within the tourism and events sectors.

Guy Bigwood, CEO of the GDS-Movement, said: “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.”
 

Moving From Narrative To Evidence

The report reflects a broader transition taking place across the tourism and meetings industries, where sustainability communication is increasingly shifting away from aspirational narratives towards measurable, data-backed accountability.

The guidance highlights the importance of aligning marketing, operational and data teams to ensure sustainability claims are supported consistently across organisational processes and public communication.

Teodora Marinska, COO of the European Travel Commission, commented: “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.”

Addressing Compliance And Credibility

Beyond explaining the regulatory framework itself, the publication offers practical recommendations on how organisations can substantiate sustainability claims while avoiding the growing risks associated with both greenwashing and “greenhushing” where organisations avoid communicating sustainability initiatives altogether due to legal uncertainty.

Rather than framing the Directive solely as a compliance obligation, the report positions it as an opportunity for destinations and tourism organisations to strengthen credibility, improve transparency and build greater trust with consumers, partners and stakeholders.

The guide also points to a wider capability gap across the sector, particularly around governance, data collection and evidence systems. According to the report, organisations that invest early in these areas will be better positioned not only to comply with regulation, but also to strengthen long-term competitiveness and reputation.

The report is available via the official website
 

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