Helping Tourism Organizations Communicate Sustainability Effectively

Sustainability communication is complex - especially with regulations like the EU Empowering Consumers Directive, which applies to all companies marketing tourism products or services to EU consumers, including non-EU tourism businesses. 

We help tourism organizations, destinations, and businesses make their sustainability communication legal, credible, and impactful.

Through a combination of analysis, training, workshops, guidelines, and ongoing support, we bring clarity to your marketing and sustainability messaging while ensuring compliance with relevant regulations.

Why Compliance and Credibility Matter

Effective sustainability communication must of course strictly adhere to legal requirements, so you are protecting your brand reputation and fostering positive customer relationships.

But building credibility is not just about compliance. Effective sustainability communication is also about engaging your audience in a trustworthy, relatable and memorable way. Rather than using generic sustainability messages and green-sounding claims, your communication should be strategic, differentiating your messages from others.

Our services, developed in partnership with reCET, ensure your sustainability communication is not only compliant but also strategically effective, helping your brand convey its identity clearly and confidently.

EmpCo Directive Explained

The EU Directive on Empowering Consumers for the Green Transition (“EmpCo”) entered into force on March 27, 2024.

• EU Member States have until March 27, 2026 to transpose it into national law
• A six-month transition period applies until September 27, 2026
• Applies to all companies marketing products or services to EU consumers, including non-EU tourism businesses

The Directive prohibits misleading environmental and sustainability claims in order to enable consumers to make informed purchasing decisions. The Directive seeks to empower consumers by:

• Setting clear and transparent standards for the use of environmental and sustainability claims;
• Avoiding greenwashing and misleading claims about environmental and sustainability benefits of products and services; and
• Ensuring a more transparent and credible use of certification and ecolabels.

We help you navigate these regulations to ensure compliance and maintain credibility with your audience.
 

>> Learn more about the EU Empowering Consumers Directive

Our Services for Tourism Organizations

Our Experience - Trusted by Tourism Leaders

With the combined expertise of TrainingAid and reCET, we bring:

• Many years of practical experience in the development and implementation of sustainable tourism strategies;
• Numerous national and international projects guiding tourism organizations and industry stakeholders on their sustainability journeys; and
• Specialized knowledge in effective and compliant sustainability communication in the travel and tourism context.

Key project experiences Include:

• German National Tourist Board: analysis of communication materials;
• Online and in-person workshops and training for national and international teams; and
• Practical guides for destinations and for tourism businesses on effective and compliant sustainability communication

We approach the topic of sustainability communication deliberately - not as a reaction to recent developments, but by building on the core focus we have always had.

>> See examples of our current and past projects

Our Expert Team

reCET – create.empower.transform.

reCET is a creative agency and sustainability consultancy with a focus on tourism and culture, empowering people and companies to implement future solutions and creative spaces for development processes. Through various projects, reCET has supported companies, organizations and public institutions in the implementation of sustainability management, diversity structures and strategy processes both nationally and internationally.

TrainingAid

TrainingAid is a global leader in sustainable tourism consulting, development and training, helping equip destinations, businesses, and professionals with practical, actionable skills to drive positive change. Through hands-on learning, expert-led courses, and industry collaborations, TrainingAid bridges the gap between theory and real-world application - helping organizations integrate sustainability into their core strategies.

Let’s Build Your Sustainability Communication Strategy

Together, we will create a customized strategy that works for your team and your audience, ensuring your sustainability messaging is compliant, credible, and effective.