The new European framework for environmental communication marks a turning point for tourism destinations. Beginning on September 27, 2026, Directive (EU) 2024/825 will require environmental claims and sustainability-related messages to be clear, verifiable, and easy for consumers to understand.
For destinations, this change represents an opportunity to strengthen their reputation, build greater trust among residents and visitors, and reinforce a tourism governance model based on transparency.
In this new article, we invite you to explore how to prepare your destination's communications to avoid greenwashing, strengthen institutional credibility, and advance more sustainable tourism management, while also examining what is changing for tourism destinations and how they can prepare to communicate with greater transparency.
Over the past several years, sustainability has evolved from being a competitive differentiator to becoming one of the fundamental pillars of tourism destination competitiveness. More and more destinations are incorporating environmental, social, cultural, and economic criteria into their development strategies, implementing policies designed to protect cultural and natural heritage, strengthen the local business community, and improve residents' quality of life.
At the same time, communicating these commitments has become increasingly important. Terms such as "sustainable destination," "responsible tourism," "environmentally committed destination," and "green destination" have become common in promotional campaigns, strategic plans, official destination websites, and tourism marketing initiatives. However, the landscape is changing.
The implementation of Directive (EU) 2024/825, known as the Empowering Consumers for the Green Transition Directive, will usher in a new era for sustainability communication across the European Union.
Although this legislation applies to all sectors of the economy, its impact will be especially significant for tourism destinations. Today, sustainability is one of the most important drivers of destination positioning and one of the factors that most strongly influences the perceptions of residents, visitors, businesses, and investors.
Beginning in September 2026, destinations will still be able to communicate their sustainability commitments, but doing so will require a higher level of precision, consistency, and supporting documentation.
The change is not about communicating less—it is about communicating better. And above all, about being able to demonstrate what is being communicated.
A destination's image no longer depends solely on the quality of its natural, cultural, or heritage resources. It is also shaped by the messages it communicates—and by the trust those messages inspire.
Today, before planning a trip, millions of people consult official destination websites, booking platforms, social media, specialized blogs, and news outlets. Throughout that journey, sustainability-related information plays an increasingly important role in their decision-making.
When a destination claims to be sustainable, responsible, or environmentally committed, visitors expect to understand what those claims actually mean. They want to know what actions are being taken, what goals the destination is pursuing, how its resources are managed, and what measures are in place to protect its natural and cultural heritage.
Increasingly, they also want to know whether those commitments can be verified through performance indicators, certifications, or recognized methodologies.
In this context, communication is no longer simply a promotional tool—it has become a key component of destination management and a means of building trust.
The reality is that the travel experience begins long before visitors arrive at the destination. It starts when someone begins searching for information, comparing options, and deciding where to travel. That is why institutional communication plays such a strategic role.
Every message a destination publishes helps shape visitors' expectations about the experience they will have. If there is a significant gap between what is communicated and what visitors actually experience, trust can be undermined.
Conversely, when information is clear, consistent, and supported by concrete actions, the destination's reputation is strengthened and its credibility grows.
This alignment between management, communication, and the visitor experience will be one of the key factors that sets destinations apart in the years ahead.
Traditionally, the concept of greenwashing has been associated with businesses and the advertising of products or services. However, it can also appear in the institutional communications of a destination.
A destination does not necessarily engage in greenwashing because its sustainability policies are insufficient. It can do so—even unintentionally—when it uses messages that are overly broad, ambiguous, or difficult to verify.
Expressions such as "green destination," "responsible tourism," "environmentally committed destination," "sustainable destination," or "nature-friendly destination" may be compelling from a promotional standpoint.
However, they also require an explanation of what they actually mean in practice. In other words:
The new European legislation is not intended to eliminate these types of messages. Its objective is to encourage communication that is more rigorous, transparent, and useful for people making travel decisions.
It would be a mistake to view Directive (EU) 2024/825 solely from a legal perspective.
For tourism destinations, it represents, above all, an opportunity to establish a new model of communication built on trust.
A model of communication that goes beyond promoting a destination to explain how it is managed, what its priorities are, and what results it is achieving in terms of sustainability.
In this context, transparency is no longer simply an administrative requirement—it becomes a strategic driver of competitiveness.
Destinations that are able to communicate their progress clearly will be better positioned to build trust, differentiate themselves in an increasingly demanding marketplace, and strengthen their international reputation.
The implementation of Directive (EU) 2024/825 does not require destinations to change their sustainability strategy. It does, however, encourage them to review how that strategy is communicated.
In practice, many destinations have spent years implementing valuable initiatives to protect their natural and cultural heritage, improve mobility, support the local economy, and reduce the environmental impact of tourism. However, these efforts are not always reflected in public communications with the level of detail needed for residents, visitors, and other stakeholders to fully understand their scope and impact. This is precisely where one of the greatest challenges lies.
In fact, sustainability does not lose value when it is explained more precisely. On the contrary, the clearer, more understandable, and more verifiable the information is, the greater the trust it inspires.
For this reason, now is an ideal time for destinations to conduct a strategic review of their institutional communications and assess whether the messages they use accurately reflect the reality of the destination.
The first step is to identify every reference to sustainability that appears in the destination's communications.
In many cases, these claims are not limited to the destination's official website. Instead, they are spread across a wide range of communication channels and promotional campaigns developed over the years.
Among the materials that should be reviewed are:
This review often reveals a common reality shared by many destinations. Over time, different departments, agencies, or partner organizations have incorporated sustainability-related messages without necessarily following a consistent set of guidelines.
As a result, highly general statements may coexist with much more specific ones, creating communications that lack consistency.
One of the qualities visitors value most is consistency. When the same destination uses different messages across different communication channels, it can create an unclear or inconsistent image.
It is not simply a matter of using consistent language. It is also important to ensure that every claim reflects the same overall strategy and is supported by consistent evidence.
Sustainability should be perceived as a destination-wide commitment—not as a collection of isolated initiatives.
Expressions such as "sustainable destination," "responsible destination," "green destination," "sustainable tourism," "responsible tourism," "environmental commitment," and "destination committed to the Sustainable Development Goals (SDGs)" remain entirely appropriate.
What matters is that they are not presented as mere promotional slogans. Instead, each of these statements should help visitors understand the specific policies, projects, or initiatives that support the claim.
For example, rather than simply stating that a destination is a "sustainable destination," it is far more meaningful to explain that it "implements a management strategy aligned with the United Nations Sustainable Development Goals (SDGs)," "carries out cultural and natural heritage conservation programs," "promotes sustainable mobility," "encourages the participation of local businesses," or "uses performance indicators to measure progress toward these commitments."
The difference is not about using more words—it is about providing more context. And that context is what builds trust.
One of the most significant trends in institutional communication will be the shift from aspirational statements to verifiable evidence.
Visitors want to see results—not just commitments. Whenever possible, sustainability-related messages should therefore be accompanied by information that helps explain how sustainability is put into practice throughout the destination.
Examples include:
Providing this type of information makes sustainability visible and helps visitors better understand the scope of the destination's commitments.
Every piece of information a destination shares represents an opportunity to strengthen its institutional credibility.
Showing how decisions are made, explaining the destination's objectives, and communicating the progress that has been achieved all help build stronger relationships with visitors, businesses, residents, and investors.
Transparency should no longer be viewed solely as a responsibility of public institutions. It is becoming one of the most valuable reputational assets any tourism destination can have.
Another particularly important aspect is the use of sustainability labels, certifications, and other forms of recognition. These distinctions can add significant value to a destination's communications, but they also require an explanation of what they represent.
Displaying a logo without providing additional information may not be sufficient for visitors who are unfamiliar with its meaning.
For this reason, whenever a destination communicates that it has earned a certification or participates in an international initiative, it is advisable to accompany that information with a brief explanation, such as:
Providing this information not only enhances transparency but also helps showcase the work the destination has undertaken.
Within this new European framework, the true value of a certification no longer lies solely in the visible recognition it represents.
Its greatest contribution is providing a methodological framework that enables destinations to plan, measure, evaluate, and continuously improve their sustainability performance.
When this approach is communicated effectively, the certification is no longer perceived as simply a promotional label. Instead, it becomes evidence of an ongoing process of continuous improvement and sound governance.
And that distinction will become increasingly important in the way destinations build and strengthen their reputation.
Reviewing the messages a destination uses is an essential first step.
However, the real transformation begins when communication is no longer viewed as a standalone activity but becomes an integral part of destination management.
For this reason, we believe that sustainability is not communicated solely through a tourism promotion department. It is built every day through the decisions made by public authorities, businesses, local organizations, and all the stakeholders involved in the destination's development.
That is why the best way to prepare for the new European framework is to establish a shared strategy that enables destinations to communicate consistently about what is actually happening on the ground.
One of the most common mistakes is to begin by revising the text on a website or in a brochure before first gathering the information that supports those claims.
Experience shows that the process is much more effective when approached in the opposite order.
First, identify the initiatives the destination is actually implementing. Next, organize the evidence that supports those initiatives. Finally, develop communications that accurately reflect that reality.
This approach not only makes it easier to adapt to the new European framework, but also improves internal coordination and provides valuable information to support decision-making.
When people think about evidence, they often think only of reports or audit results. In reality, a destination can demonstrate its progress through many different types of information.
For example:
What matters is that this evidence is well organized, kept up to date, and readily accessible to support any institutional communications.
A destination's communications do not depend solely on its tourism authority.
Every business, accommodation provider, visitor information center, tour guide, cultural institution, and business association also plays a role in shaping the image perceived by those who visit the destination.
For this reason, one of the greatest challenges is achieving consistent communication among all stakeholders.
When public authorities, businesses, and organizations share the same vision of sustainability, the message becomes much stronger and more credible.
This coordinated approach helps prevent inconsistencies, reinforces the destination's identity, and communicates a message grounded in genuine commitments.
In recent years, governance has become one of the fundamental pillars of sustainability. It is not simply about improving management.
It also involves fostering collaboration, transparency, and participation in decision-making.
From this perspective, communication is no longer a one-way process. Instead, it becomes a tool for explaining how the destination is managed, who is involved in decision-making, and what results have been achieved.
This approach to communication fosters a stronger sense of connection and builds trust among both residents and visitors.
It is becoming increasingly advisable for destinations to establish an internal process for reviewing sustainability-related communications before they are published.
This process does not need to be complex. It can begin with a few basic questions:
Answering these questions helps identify opportunities for improvement and reduces the risk of publishing messages that are ambiguous or difficult to interpret.
As a practical tool, it can be helpful to create a matrix for analyzing the destination's primary environmental claims.
|
Message |
Channel |
Available Evidence |
Review Status |
|
Sustainable destination |
Official website |
Sustainability strategy and current certification |
Review the public explanation |
|
Green destination |
Promotional campaign |
Partial environmental initiatives |
Provide additional context |
|
Responsible tourism |
Social media |
Verified best practices |
Maintain and strengthen |
|
Committed to the SDGs |
Institutional report |
Performance indicators and aligned projects |
Include practical examples |
|
Destination committed to cultural heritage |
Tourism brochure |
Conservation plans |
Add information on achieved results |
This type of tool makes it possible to quickly identify which messages require further development and which are already supported by sufficient evidence.
Rather than serving as a compliance exercise, it represents an opportunity to improve the quality of the destination's institutional communications.
The implementation of Directive (EU) 2024/825 should not be viewed solely as a new regulatory requirement for public authorities and tourism destinations.
Above all, it represents an opportunity to strengthen the quality of institutional communications and build a more transparent relationship with residents, visitors, businesses, and all other stakeholders.
Destinations that begin now to review their messages, organize their supporting evidence, and strengthen the alignment between their management practices and their communications will be better prepared for September 2026.
But the benefits will extend far beyond regulatory compliance. They will be building an asset that, in an increasingly competitive tourism landscape, will become more valuable than ever: trust.
For many years, sustainability has been associated primarily with environmental protection, heritage conservation, and the responsible management of natural resources.
Today, that concept has expanded. It also includes the way a destination communicates its commitments, reports on its progress, and engages with the people who live, work, and visit there.
In this context, communication is no longer a complementary element—it has become a strategic tool for governance.
Transparency thus becomes a natural extension of sustainability itself.
A destination's tourism reputation no longer depends solely on the quality of its offerings or the beauty of its landscapes. It is also built on the consistency between what the destination communicates and the experience it actually delivers.
When institutional communications accurately reflect the work being carried out across the destination, visitors' perceptions are strengthened.
When actions, results, and commitments evolve in a coordinated manner, sustainability is no longer seen as simply a promotional message—it becomes a tangible part of the destination's identity.
That consistency will be one of the defining factors in the years ahead.
Not only from a reputational perspective, but also in terms of competitiveness, attracting investment, building visitor loyalty, and creating value for the local community.
Travelers are more informed than ever. They compare destinations, read reviews, seek authentic experiences, and pay increasing attention to how destinations manage their natural, cultural, and social heritage.
In this environment, trust has become one of the most valuable assets any destination can have.
And that trust is not built through promotional campaigns alone. It is strengthened through a consistent relationship between planning, management, communication, and the visitor experience.
For this reason, the real challenge is no longer simply attracting visitors. It is demonstrating that the destination's tourism model is capable of creating lasting benefits for the people who live there, the people who visit, and future generations.
Throughout this transformation, having a structured methodology in place can make a significant difference.
More than a visible recognition, Biosphere Certified Destination provides a framework that helps destinations integrate sustainability into their day-to-day management while supporting their communications with objective, verifiable evidence.
The methodology developed by the Responsible Tourism Institute (RTI) enables destinations to organize their commitments, document their initiatives, monitor their progress, and align their policies with the United Nations Sustainable Development Goals (SDGs) and Environmental, Social, and Governance (ESG) criteria.
This approach allows sustainability to be communicated not as an aspiration, but as a measurable, verifiable process driven by continuous improvement.
One of the greatest strengths of Biosphere Certified Destination is that it helps destinations build communications grounded in facts.
When a destination can explain how it plans its initiatives, which performance indicators it uses to measure progress, and how it verifies its commitments, the conversation changes entirely.
Sustainability is no longer supported solely by institutional statements—it is backed by a transparent and understandable methodology.
This approach not only strengthens visitors' trust, but also improves coordination among public authorities, businesses, and residents, fostering more participatory governance and data-driven decision-making.
In a context where credibility will become one of the most valuable assets of tourism destinations, having tools that make it possible to demonstrate progress will become an increasingly important strategic advantage.
In this new context, Biosphere, as it has done for more than thirty years, will continue to promote a tourism management model that views sustainability as an ongoing process of planning, evaluation, and continuous improvement.
Through the methodology developed by the Responsible Tourism Institute (RTI), destinations have access to a framework that helps them integrate sustainability into their day-to-day management, align their initiatives with the United Nations Sustainable Development Goals (SDGs), and advance through verifiable evidence and continuous evaluation processes.
Beyond the recognition represented by Biosphere Certified Destination, this methodology helps destinations structure public policies, coordinate the efforts of stakeholders across the destination, and strengthen governance based on collaboration, transparency, and data-driven decision-making.
In an environment where credibility is becoming increasingly valuable, communicating sustainability means, more than ever, being able to clearly explain how the destination is managed, what results are being achieved, and how those achievements contribute to building a more responsible and resilient tourism model.
To mark the implementation of Directive (EU) 2024/825, Biosphere will host a webinar during the second half of September 2026 for public authorities, destination management organizations, tourism professionals, and sustainability leaders interested in understanding how sustainability communication is evolving across Europe and what this new landscape will mean for tourism destinations.
During the session, participants will explore the key implications of the new European framework for tourism destinations, the growing importance of transparency and verifiable evidence, and the role of governance and responsible communication in building trust among residents, visitors, and businesses.
The webinar will also provide a strategic perspective on the challenges and opportunities tourism destinations face in this new era, offering practical recommendations for developing communications that are more rigorous, consistent, and aligned with sustainable destination management.
The webinar date and registration details will be announced soon through Biosphere's official channels.
Sustainability will continue to be one of the key forces shaping the future of tourism over the coming decades. However, the way it is communicated is changing.
The destinations that thrive in this new environment will not necessarily be those that use the greatest number of messages related to environmental protection or responsible tourism.
Rather, they will be the destinations that can support every claim with concrete actions, strategic planning, recognized methodologies, and continuous improvement processes.
Because the effectiveness of institutional communication in the future will no longer be measured solely by its ability to inspire. It will also be judged by its ability to provide accurate information, build trust, and offer residents and visitors an authentic picture of the destination.
Ultimately, the challenge presented by Directive (EU) 2024/825 extends well beyond environmental communication. It encourages tourism destinations to embrace a culture of greater transparency, stronger governance, and increased accountability.
This transformation will not only help prevent greenwashing, but will also support the development of tourism models that are more responsible, more competitive, and better prepared to meet the challenges of the future.