The New Era of Green Claims: Tourism Sustainability Communication After September 2026

As the EU’s Empowering Consumers for the Green Transition Directive enters into application across Europe from 27 September 2026, tourism businesses and destinations are now operating in a new reality: sustainability communication is no longer about ambition or good intentions, but about clarity, evidence, and legal defensibility. This keynote examines the opportunities—and risks—created by the Directive, including increased exposure to greenwashing claims, the rise of greenhushing, and changing consumer expectations. It will provide practical guidance on how tourism organisations can communicate sustainability in ways that are compliant, credible, and meaningful, while protecting brand reputation and strengthening trust.