The European Travel Commission (ETC), alongside GDS-Movement and NECSTouR, has launched the “Proof, Not Promises” guide, a strategic document aimed at preparing the tourism sector for the implementation of Directive (EU) 2024/825. The regulation, which will become applicable starting September 27, 2026, fundamentally changes communication standards regarding sustainability, requiring all environmental claims addressed to consumers to be clear, specific, and based on verifiable evidence.
The new European directive aims to eliminate the phenomena of “greenwashing” (ecological disinformation) and “greenhushing” (omitting the communication of green practices due to uncertainty), directly affecting how destinations, convention bureaus, and event organizers use visual elements, labels, and branding. The guide highlights the need for a transition from narrative-based messages to data-driven communication, requiring rigorous alignment between marketing, operations, and data management departments. According to ETC officials, this legislative change is not just a compliance obligation, but an opportunity to increase the credibility and resilience of European destinations in the long term.
Leaders of the involved organizations, including Teodora Marinska (COO of ETC) and Guy Bigwood (CEO of GDS-Movement), warn that sustainability must now be demonstrated through measurable impact and coherent internal processes. The report also identifies a skills gap across the sector regarding data governance and evidence management. Organizations that invest in these capabilities will be able to gain a competitive advantage through transparency, while the rest of the sector will need to quickly reconfigure their reporting systems to meet the legal requirements coming into force over the next two years.
Frequently Asked Questions
What is the “Proof, Not Promises” guide?
It is a strategic document launched by the ETC, GDS-Movement, and NECSTouR to help the tourism sector prepare for Directive (EU) 2024/825.
When does Directive (EU) 2024/825 become applicable?
The new regulation will become applicable starting September 27, 2026.
What are greenwashing and greenhushing?
Greenwashing refers to misleading environmental claims, while greenhushing is the practice of deliberately hiding green initiatives due to fear of scrutiny or uncertainty.