Sustainability Communication: Practical Tools for Tourism Stakeholders

AREA  Development of Communication Tools 

PARTNER  reCET create.empower.transform.

CLIENT  Tourismus Marketing GmbH Baden-Württemberg (TMBW)

WHEN  2026

Project Overview: EmpCo Simply Explained

Requirements regarding sustainability-related communication in the tourism sector are increasingly becoming stricter. In addition to existing regulations under Germany's Act Against Unfair Competition (UWG), new EU-level specifications are defined through the EU Empowering Consumers for the Green Transition (EmpCo) directive, the provisions of which will be implemented in Germany via the UWG on September 27, 2026. 

Consequently, tourism organizations face a growing need for clear guidance on how to communicate sustainability in marketing and content production in a manner that is credible, legally compliant, and practical. Against this backdrop, the aim of this consultancy is to develop a concise guidance tool to support tourism industry stakeholders in Baden-Württemberg, helping ensure their sustainability-related claims are consistent, transparent, and in line with relevant legal requirements. 

The Checklist explains the main rules covered by EmpCo, and provides practical tips to avoid greenwashing and to communicate about sustainability confidently and effectively. 

Key Deliverables

• Concept & content development: A checklist tool summarising key rules and tips on how to follow EmpCo requirements and to avoid greenwashing when communicating about sustainability practices.
• Expert guidance: Advice on additional educational materials, assessing consistency in terms of EmpCo compliance and application.  

About TMBW

As the state tourism organization, Tourismus Marketing GmbH Baden-Württemberg (TMBW) is responsible for marketing and strategically developing Baden-Württemberg as a holiday destination, both domestically and internationally. It promotes the tourism offerings of the state and its various destinations using the brand identity "Wir sind Süden" (We Are the South). Furthermore, it acts as a service provider for tourism officials and service providers across municipalities, districts, and regions. Its marketing activities focus on the core themes of nature, culture, culinary enjoyment, wine, and cities.