EmpCo Policy

Katrin Erben: The EmpCo Directive (Empowering Consumers for the Green Transition) is an EU directive designed to better protect consumers from misleading environmental and sustainability claims. It is part of the European Green Deal and aims to create greater transparency and credibility in sustainability communication.

In the future, companies must be able to provide verifiable evidence to support their environmental and sustainability claims. General claims such as “sustainable,” “environmentally friendly,” “green,” or “climate-neutral” will be subject to much stricter scrutiny. At the same time, certain advertising practices and sustainability labels will be restricted or banned.

The new regulations take effect on September 27, 2026. From that date onward, companies must ensure that their communications with consumers comply with the new requirements.

For the tourism industry, this means one thing above all: sustainability communication will be even more focused on transparency, traceability, and credibility in the future. The good news is that many tourism businesses and destinations are already implementing numerous sustainable measures. The challenge now is to communicate these achievements in a legally compliant and transparent manner.

To help tourism professionals prepare, Austria Tourism has created a practical guide to the EmpCo Directive (in German). In addition, a webinar on July 9, 2026 (in German), will provide a concise overview of the most important requirements and their implications for the tourism industry.

Katrin Erben: The implications extend far beyond sustainability reports. Above all, it affects communication with guests—that is, websites, social media channels, brochures, public relations, service descriptions, and marketing campaigns.

Many tourism businesses and destinations already promote sustainable practices, such as regional products, mobility options, energy efficiency measures, or certifications. In the future, it will be crucial whether these claims are specific, transparent, and verifiable.

Particularly relevant are blanket statements such as “sustainable hotel,” “green vacation,” “eco-friendly destination,” or “climate-neutral stay.” Such phrasing can become problematic if it cannot be sufficiently substantiated or if the underlying information is not transparent to consumers.

The directive therefore applies not only to large companies or international hotel chains, but in principle to all tourism stakeholders who actively communicate sustainability—from lodging providers and leisure operators to destinations.

Katrin Erben: My most important piece of advice is this: Don’t view the EmpCo guideline as merely a legal issue, but rather as an opportunity for credible communication.

As a first step, I recommend taking stock of your current sustainability communications. Where do we use terms like “sustainable,” “green,” “environmentally friendly,” or “climate-friendly”? Which statements can we back up with concrete data, measures, or recognized certifications? Where might the wording be too general or misleading?

It often makes more sense to describe specific actions than to rely on general sustainability promises. For example, consumers can relate more to statements like “100 percent green electricity,” “regional suppliers within a 50-kilometer radius,” or “certified with the Austrian Ecolabel” than to blanket advertising messages.

It’s also important to take a cross-organizational approach to the topic. Sustainability communication involves not only marketing departments but also senior management, product development, sales, and sustainability officers. Close coordination helps avoid risks and ensure consistent communication.

My advice, therefore, is to start familiarizing yourself with the requirements now and to take advantage of available support resources. As mentioned at the beginning, the Austria Tourism guide offers a good introduction to the topic. Anyone looking for a concise overview and wanting to discuss any open questions can also participate in the webinar on July 9.

The challenge in the future will be less about making sustainability visible and more about communicating it precisely, transparently, and in a way that’s easy to understand. This is precisely where an opportunity lies: Credible communication strengthens guests’ trust in the long term and truly makes sustainable efforts visible.