Australia’s tourism sector now faces stricter EU regulations designed to combat greenwashing, effective immediately for operators targeting European customers. Under the new rules, vague or unverified environmental claims, like labeling offerings as ‘green,’ ‘carbon neutral,’ or ‘eco-friendly’, will be banned unless backed by concrete evidence, enhancing protections for EU consumers.
The European Union’s Empowering Consumers for the Green Transition Directive applies to any marketing directed at consumers based in the EU, affecting Australian tourism businesses promoting experiences, accommodation, or destinations in European markets.
Peak industry body Ecotourism Australia and its network of ECO Certified and Sustainable Tourism Certified operators have welcomed the new rules, championing credible, independently verified standards. Ecotourism Australia CEO, Elissa Keenan, said, “Since introducing the world’s first ECO Certification program in 1996, built on transparency, authenticity and independent auditing, we welcome stronger scrutiny of green claims across the tourism industry.”
Keenan noted that certified operators work hard to meet global best practice, with rigorous audits of their operations to substantiate their sustainability claims, while other operators use misleading labels or imagery. Choosing certified tourism activities and accommodation assures travellers that products are backed by a strong commitment to sustainable practices.
With certifications independently audited by a third party, travellers seeking sustainable and ecotourism experiences can be assured that operators’ claims are genuine. Keenan explained that the third-party certification audits are conducted by qualified, independent professionals, which means outcomes are impartial, credible, and free from conflicts of interest.
Operators certified by Ecotourism Australia need to meet over 300 set criteria encompassing responsible practices across four pillars: environmental, socio-economic, cultural, and sustainable management, which are independently and regularly audited by a third-party auditor.
Global hotel giant Accor is working toward certification of its 400+ hotels across the region. Accor Director of Sustainability Australia and the Pacific, David Young, welcomed the new EU rules, stating that certifying hotels through third-party programs helps build confidence among stakeholders, including leisure guests, corporates, and employees.
Young noted that sustainability is no longer a “nice-to-have” but a standard expectation, driven by guest feedback across both leisure and business travel. Accor’s initiatives, such as the removal of single-use plastics and good food initiatives, have received positive feedback from guests.
They have implemented various initiatives to reduce their environmental impact. Young stated that Accor’s efforts to reduce waste and promote sustainable practices have been well-received by guests and stakeholders alike.
Ecotourism Australia and its certified operators will continue to promote sustainable tourism practices, and the new EU legislation will help to strengthen their efforts. Keenan emphasized that the certification process is rigorous and transparent, ensuring that operators meet high standards of sustainability and environmental responsibility.
