Future-Proofing Sustainability Communication

AREA  Consultation and Training on Sustainable Communication 

PARTNER  reCET create.empower.transform.

CLIENT  German National Tourist Board / Deutsche Zentrale für Tourismus (DZT)

WHEN  2025

Sustainability Communication for Destination Germany

In partnership with reCET, TrainingAid is supporting the German National Tourist Board on effective sustainability communication, ensuring compliance with current and upcoming regulations, and identifying opportunities for optimising engagement.

The project tasks include:

• Analysing existing communication materials;
• Designing assessment steps;
• Evaluating current approaches and identifying potential for optimisation;
• Training workshops to discuss opportunities for improvement and for future-proofing sustainability communication;
• Developing implementation guidelines.

Training Sessions on Effective and Compliant Sustainability Communication

Through this project, we have developed and delivered a series of training sessions addressing:

• The Empowering Consumers Directive (EmpCo) of the European Parliament and what it means for tourism marketing;
• Good practice in honest, consistent and clear communication addressing measurable sustainability practices;
• Practical steps in analysing existing communication materials and current practices;
• Concrete measures for improving marketing content and optimising communication flow.

The training sessions have been delivered as online interactive sessions with presentations, hands-on exercises and group discussions, and an in-person workshop with practical group activities and in-depth analyses with practical cases.

About the German National Tourist Board (GNTB)

On behalf of the German federal government, the GNTB has been working internationally to promote Germany as a travel destination for more than 70 years. It communicates the diverse appeal of the country to a worldwide market, thereby promoting a strong and attractive brand – 'Destination Germany'.

The GNTB plays an important role in the promotion of Germany as a travel destination on the international market. Its activities include the development of new marketing strategies and concepts based on specific themes, events and attractions and also bringing together and optimising the diverse marketing activities of partners in the German travel industry.