Green Claims, Red Flags: The New EU Rules for Tourism Marketing

New EU rules are changing what travel businesses can and can’t say about sustainability. Under the EmpCo Directive, familiar marketing claims, climate promises, and eco labels face tougher restrictions. And you don’t have to be based in Europe to be affected. If you’re marketing to EU travelers, these rules matter to you.

But where does that leave businesses and destinations that are actually doing the work? How do you tell travelers about your sustainability efforts when you’re still making progress or aren’t sure what you’re allowed to say?

Join Sustainable Travel International for a conversation with representatives from the European Commission. This is a unique opportunity to hear directly from the people who helped develop the new EU rules and ask them your questions. We’ll cut through the legal jargon, break down what the new rules mean for tourism, and look at marketing examples to show what you can and can’t say.

What You'll Learn

• The claims that could get you into trouble: Common pitfalls under the new EU rules and which sustainability claims, messages, and labels to avoid.
• What to say instead: How to rewrite risky claims into engaging marketing without getting bogged down in technical jargon. Bring your own examples to brainstorm.
• How to talk about sustainability when you're far from perfect: What to say when you're trying to do better but still have a ways to go.
• How much proof is enough? What you need to back up your claims and the easiest ways to get it.
• What to say instead of “carbon neutral”: How to talk about carbon offsets without misrepresenting their impact.

Can’t make the live event? Register anyways and we’ll send you the recording.