TSCA backs EU anti-greenwashing rules for tourism labels

The Tourism Sustainability Certifications Alliance is welcoming new EU Empowering Consumers for the Green Transition rules that began applying Sept. 27, 2026. TSCA says the directive should curb greenwashing, raise confidence in sustainability claims and push tourism businesses toward evidence-based marketing.

Why it matters: - The EU’s EmpCo rules are designed to make sustainability claims in tourism clearer, more credible and easier to verify. - The change could affect tourism businesses worldwide that market to European consumers or work with European travel distributors and wholesalers. - TSCA says stronger rules should help travelers identify businesses with genuine sustainability performance and reduce misleading green claims.

What happened: - The Tourism Sustainability Certifications Alliance welcomed the start of the European Union’s Empowering Consumers for the Green Transition Directive, or EmpCo. - The directive’s rules applied from 27 September 2026. - TSCA described the rollout as a milestone for consumer confidence, transparency and action against greenwashing in global tourism.

The details: - EmpCo introduces stronger protections against misleading environmental claims. - The directive aims to ensure consumers receive clear, credible and verifiable information when making purchasing decisions. - TSCA Chair Elissa Keenan said consumers want confidence that tourism businesses’ environmental and social commitments are genuine. - Keenan said EmpCo helps create a market where transparency, evidence and credibility are rewarded. - The new rules are expected to discourage vague or unsubstantiated environmental claims. - Tourism operators often make claims about environmental stewardship, community development, cultural heritage preservation and responsible business practices. - EmpCo tightens requirements for sustainability labels. - Under the directive, sustainability labels may be used only if they are established by a public authority or are part of a certification scheme with independent third-party verification, open and transparent participation conditions and procedures for dealing with non-compliance. - TSCA members run certification schemes aligned with ISO/IEC 17065, the standard for bodies certifying products, processes and services. - TSCA said its standards require independent assessment, conflict-of-interest controls and objective certification decisions.

Between the lines: - The directive raises the bar for how tourism companies prove sustainability claims, not just how they phrase them. - Independent certification is likely to matter more as regulators and consumers look for documented evidence instead of self-declaration. - TSCA is positioning certification bodies as a trusted layer between tourism marketing and consumer decision-making. - TSCA was created by leading sustainable tourism certification organizations and says its members represent more than 19,000 certified tourism businesses, attractions and destinations worldwide.

What’s next: - Tourism businesses around the world are reviewing sustainability communications to make sure claims are accurate, transparent and backed by objective evidence. - TSCA and its member organizations say they will keep supporting businesses and destinations through standards, independent verification and transparent communication practices. - For more information about the TSCA Minimum Standards, see the TSCA Minimum Standards.

The bottom line: - EmpCo puts tourism sustainability claims under tighter scrutiny, and TSCA says that shift should strengthen trust across the sector.