Accor guests can contribute to sustainability when staying with the hotel group, demonstrating travellers’ growing demand for sustainable travel experiences across both leisure and business travel – Image: Accor
Tourism operators down under marketing to European travelers are now subject to the EU’s Empowering Consumers for the Green Transition Directive, which bans unsubstantiated claims such as “green,” “carbon-neutral,” or “eco-friendly.”
Peak industry body Eco Tourism Australia and major operators in Australia and New Zealand have welcomed the crackdown, noting that strict third-party standards are essential to protect authentic businesses and eliminate consumer confusion caused by misleading labels.
The directive impacts any tourism provider, accommodation, or travel intermediary promoting services in EU markets. Industry leaders, including representatives from Accor and independent eco-lodges, emphasize that third-party certification is vital for building trust among travelers and corporate clients demanding verified sustainability practices.
With over 300 criteria spanning environmental, cultural, and socio-economic management, accredited operators argue the regulation sets a necessary benchmark for true accountability in global tourism.
NAN 28-09-26
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