Australian hotels and tour operators that market to European travellers now face the EU’s ban on vague environmental claims, putting independent certification in focus.
The European Union’s Empowering Consumers for the Green Transition Directive, which applies from 27 September 2026, is extending tighter rules on greenwashing to Australian tourism businesses that sell to European consumers, including through global booking platforms.
The directive prohibits generic or unsubstantiated environmental claims. Describing a hotel or tour as “green”, “carbon neutral” or “environmentally friendly” without clear, verifiable evidence is no longer permitted in marketing aimed at EU consumers.
Certification bodies welcome the greenwashing rules
The change has been welcomed by Ecotourism Australia, which introduced the world’s first ECO Certification programme in 1996. Its ECO Certified and Sustainable Tourism Certified programmes require operators to meet more than 300 criteria across environmental, socio-economic, cultural and sustainable management practices, with independent third-party audits, according to Travel Monitor. The organisation is a founding member of the Tourism Sustainability Certifications Alliance.
Elissa Keenan, Chief Executive Officer of Ecotourism Australia, 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.”
Accor certifies more than 400 hotels
Accor has been working since 2024 to certify its network of more than 400 hotels across Australia and the Pacific, Hotel Management reported. Novotel Sydney Darling Square is among the properties holding Ecotourism Australia’s Sustainable Tourism Certification.
David Young, Director of Sustainability at Accor, said: “Our team is actively embracing the EU Empowering Consumers Directive as it reinforces our investment in obtaining Sustainable Tourism Certification.”
Accor continues to expand its Australian portfolio, recently signing a Novotel at Castle Hill in Sydney.
What it means for hotels
For Australian hotels, the rules shift sustainability marketing from broad claims to evidence. Operators that sell to European guests will need to substantiate environmental statements, and third-party certification offers one route to doing so. The change also affects how sustainability credentials appear on booking platforms that reach EU consumers.
