New EU sustainability law changes the way destinations communicate

The EU Empowering Consumers for the Green Transition Directive (ECGT), which will enter into force on 27 September 2026, bans generic claims such as “environmentally friendly”, “natural” or “climate neutral” unless they are substantiated by rigorous and neutral verification. The new EU law on sustainability claims introduces higher standards of transparency and is set to change the way destinations communicate.

The directive brings important implications for destination management organisations (DMOs), including potential risks, compliance requirements, and clarification on what can and cannot be communicated. These topics will be addressed in the free webinar titled “EU Empowering Consumers Directive: an Updated Guide for Destinations”.

The webinar is organised by the European Travel Commission (ETC) in cooperation with the Global Destination Sustainability Movement and will take place on Thursday, 30 April 2026 at 10:00 CET.

Registration is available via the link here.

Source and photo: European Travel Commission & Global Destination Sustainability Movement