Written By: New tool helps tourism organizations navigate requirements under the EU’s EmpCo Directive and build trust with travelers.
SEATTLE, WA (September 28, 2026) — As new European Union rules on environmental marketing take effect, Sustainable Travel International has launched a Green Claims Checker that helps tourism organizations identify potentially misleading sustainability claims and improve how they communicate them. The tool checks communications against the Empowering Consumers for the Green Transition (EmpCo) Directive and five other green-claims regulations worldwide.
The EmpCo Directive introduces stricter requirements for environmental marketing, including restrictions on commonly used claims such as “eco-friendly” and “carbon neutral.” The rules apply to companies marketing products or services to consumers in the EU, regardless of where the company is based. The Green Claims Checker translates complex regulatory requirements into practical guidance tourism marketers can apply to their communications materials. Users can paste marketing copy and select the markets in which it is used. The tool flags environmental claims that may be problematic, explains the underlying issue, and suggests revisions.
In recent years, travelers have shown a growing desire for sustainable experiences, while also becoming more skeptical of the claims they encounter. According to industry research, 93% of travelers want to make more sustainable travel choices, yet 7 in 10 have avoided a destination or transportation option because they questioned the credibility of its sustainability commitments.
“Travelers need transparent information to identify more sustainable options. That means tourism organizations need to feel confident talking about the work they’re doing, even as expectations and regulations evolve,” said Kaitlyn Brajcich, Marketing Communications Director at Sustainable Travel. “The Green Claims Checker makes that process easier, helping tourism marketers strengthen their messaging, build traveler trust, and empower travelers to make informed decisions.”
In addition to the EmpCo Directive, the Green Claims Checker screens communications against regulations from the United Kingdom, Netherlands, Australia, and the United States, including California.
A limited version of the Green Claims Checker is available free to everyone, while Sustainable Travel members receive full access to all features. The tool is available at sustainabletravel.org/green-claims-checker.
Sustainable Travel has also published additional resources to help tourism organizations adapt to the changing landscape, including a guide to what EmpCo means for tourism and a Green Claims Messaging Guide.
For more information, please contact [email protected].
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Media Contact
- Kaitlyn Brajcich, Sustainable Travel International – [email protected]
SUSTAINABLE TRAVEL INTERNATIONAL
Sustainable Travel International engages travel businesses, destination leaders, and travelers in responsible practices that protect vulnerable destinations and transform tourism’s impact on nature and people. For more than 20 years, we have advanced climate action in tourism while supporting the industry’s broader sustainability journey. Through practical tech tools, data-driven impact measurement systems, inclusive stakeholder engagement, expert guidance, and our global membership community, we help organizations address challenges ranging from carbon emissions and overtourism to broader environmental and community impacts. To learn more, visit www.sustainabletravel.org.
