The GDS-Movement, in collaboration with the European Travel Commission and NECSTouR, has launched a new report designed to help destinations, tourism businesses, and event organisers respond to one of the most significant regulatory shifts in sustainability communication. Proof, Not Promises: A Practical Guide to the EU Empowering Consumers Directive for Destinations provides practical guidance on the EU’s Empowering Consumers for the Green Transition Directive (EU) 2024/825, which will apply from 27 September 2026. This fundamentally changes how environmental claims to consumers can be made across the EU. Claims will need to be clear, specific, evidence-based, and not misleading, applying across text, visuals, labels, and branding.
A launch webinar with more than 300 registered participants marked the publication of the guide.
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.”
The guidance is relevant to destinations, convention bureaux, venues, event organisers, and any organisation communicating sustainability-related information to consumers.
It highlights a shift from narrative-led sustainability messaging to more evidence-based communication where claims must be supported by verifiable data and consistent internal processes. It also emphasises the need for alignment between marketing, operations, and data functions to ensure coherence in how sustainability is defined, measured, and communicated across organisations in tourism and events.
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.”
The publication offers practical guidance to the Directive, clarifying what credible sustainability claims require in terms of evidence. It also addresses key risks, including avoiding both greenwashing and ‘greenhushing’ caused by regulatory uncertainty.
The publication also identifies a wider need across the sector to strengthen data, governance and evidence capabilities.
Access the report here
