African Tourism Businesses Urged to Review Environmental Claims Ahead of New EU Rules

African tourism businesses marketing or selling to European consumers are being urged to review how they communicate their environmental credentials as new EU rules on environmental claims come into effect on 27 September 2026.

The African Travel and Tourism Association (ATTA) has published a new member guide, Green Transition and the EU: A Guide for African Tourism Businesses, to help businesses understand what the EU’s Empowering Consumers for the Green Transition Directive (ECGT/EmpCo) could mean for their marketing and communications.

The legislation aims to stamp out vague, meaningless eco claims and improve the quality of environmental information for consumers across all sectors – not just travel and tourism. While it is EU legislation, its reach is significant for African tourism businesses marketing to European consumers and working with European tour operators, agents and other partners.

Virginia Messina, Group CEO of ATTA, said: “For years, tourism businesses across Africa have been pioneering practices that deliver positive outcomes for nature, communities, culture and the environment.

“The challenge now is making sure those achievements are communicated clearly and specifically, backed by credible evidence and aligned with changing regulatory expectations.

“Businesses selling to European markets should be reviewing their environmental claims now. Don’t wait until a buyer, platform or partner asks for the evidence – start building it today.”

Under the new rules, environmental claims can extend beyond written statements to sustainability badges, logos, symbols and imagery that create an environmental impression.

For tourism businesses, this could include claims made on websites, social media, booking platforms, brochures, itineraries and trade materials, as well as marketing produced with international partners.

Broad terms such as “eco-friendly”, “green”, “sustainable” and “carbon neutral” therefore need particular care. Businesses should be able to explain exactly what is being claimed, what part of their operation it relates to and what evidence supports it.

Climate and carbon claims require particular attention, including how businesses communicate emissions reductions and the use of carbon offsetting.

The issue is increasingly important commercially as well as from a regulatory perspective. European buyers, agents and travel platforms are asking suppliers for credible sustainability information as part of their own due diligence and procurement processes.

For African tourism businesses, being able to substantiate environmental claims could therefore play an increasingly important role in maintaining commercial relationships and consumer trust.

Turning compliance into opportunity

ATTA believes the changes also present an opportunity for African tourism.

For many businesses, the challenge will not necessarily be changing what they do, but improving how their sustainability practices are measured, evidenced and communicated.

Businesses can start by auditing environmental claims across their marketing channels, checking that certifications and sustainability labels are current and credible, and establishing systems to collect and retain evidence supporting the claims they make.

The new member-exclusive guide follows ATTA®’s Communicating Impact guide, developed with The Long Run earlier this year. Together, the resources are designed to help members communicate sustainability achievements clearly, credibly and effectively.

ATTA’s new guide covers environmental claims, evidence requirements, sustainability certifications and practical steps businesses can take to prepare for the changing regulatory environment.

Green Transition and the EU: A Guide for African Tourism Businesses is available exclusively to ATTA® members on the ATTA website here.

ATTA is also joining industry stakeholders to help members get ahead of the legislation with a webinar with The Travel Hub and Travalyst on 29 September for what's banned, what counts as proof, and what to check in your own marketing. Relevant to agents, tour operators, DMCs, product owners, and airlines.