New EU rules aim to increase transparency around sustainability claims

Published on 4 August 2026 at 11:48

As sustainability becomes an increasingly important factor in destination selection, so too does the need for credible, transparent information. From 27 September 2026, new European rules will change how organisations communicate their environmental credentials, encouraging a shift away from broad sustainability claims and towards evidence-based communication. For meeting planners, the changes are expected to make it easier to distinguish between marketing language and measurable action when evaluating destinations, venues and suppliers.

A new standard for sustainability communication

The Empowering Consumers for the Green Transition Directive introduces stricter rules for environmental claims made to consumers. Generic terms such as "green", "eco-friendly" or "sustainable" can no longer be used without clear evidence to support them. Sustainability labels must come from recognised, independently verified certification schemes, while unsupported environmental claims and self-created labels face greater scrutiny.

Although the legislation is aimed at consumer protection, its impact extends across the visitor economy. Hotels, venues, destinations and tourism organisations are reviewing how they communicate sustainability, placing greater emphasis on transparency, recognised certifications and measurable outcomes.

What this means for event organisers

For planners, sustainability has become a key consideration alongside accessibility, connectivity and delegate experience. Yet comparing environmental credentials between destinations has often been difficult, with varying terminology and inconsistent reporting.

The new rules are designed to increase confidence in the information organisations provide. Rather than relying on broad claims, planners can increasingly expect to see evidence that demonstrates how sustainability is being delivered in practice.

This may include recognised environmental certifications, published sustainability strategies, measurable emissions reductions, circular initiatives or transparent reporting on social and environmental impact.

A shift towards greater transparency

Many organisations are already reviewing their sustainability communications by replacing broad environmental statements with more specific, evidence-based information. This could include highlighting recognised certifications, publishing measurable sustainability data, explaining how emissions are being reduced, or providing greater transparency around environmental initiatives.

For meeting planners, the result is likely to be greater clarity. As sustainability reporting becomes more consistent and evidence-based, it should become easier to understand the environmental credentials of destinations and suppliers and make informed decisions with confidence.

Learn more about the directive here