(Posted 30th September 2026)
Courtesy of Nirmal Jivan Shah – Seychelles / LinkedIn
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.
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.
For African tourism businesses, being able to substantiate environmental claims could therefore play an increasingly important role in maintaining commercial relationships and consumer trust.
