Services & SolutionsEffective & Compliant Sustainability CommunicationSustainability communication must be taken seriously as part of your overall business strategy.Solutions for Tourism Service ProvidersCustomised strategies for tour operators, accommodation providers, and businesses to evaluate, structure, and improve sustainability marketing.Explore Business Options ↓Solutions for Destination OrganisationsClaim analysis, guideline development, and training designed specifically for DMOs, regional tourism boards, and destination networks.Explore DMO Options ↓Strategic ValueWhy effective sustainability communication mattersPowerful Selling PointSustainability is a powerful selling point in tourism – provided it is communicated accurately, clearly and effectively.Evolving Regulatory LandscapeAs consumers increasingly demand commitment to environmental and social responsibility, the regulatory landscape has evolved significantly to ensure transparency and combat greenwashing.Authentic PerformanceEspecially with regulations like the EU Empowering Consumers Directive, regulatory frameworks demand your marketing reflect your actual performance and not empty promises.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.EU Regulation ComplianceEmpCo Directive explainedThe EU Directive on Empowering Consumers for the Green Transition (“EmpCo”) entered into force on March 27, 2024.To be effective in all EU Member States as part of their national laws as of September 27, 2026Applies to all companies marketing products or services to EU consumers, including non-EU tourism businessesThe 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 claimsAvoiding greenwashing and misleading claims about environmental and sustainability benefits of products and servicesEnsuring a more transparent and credible use of certification and ecolabelsIs EmpCo relevant to small companies? Do we need to validate sustainability claims by our suppliers? If the provider of our sustainability certification says they are EmpCo-compliant, does it serve as sufficient validation? We've answered these and more frequently asked questions about EmpCo and what it means.Read and learn more: FAQs Effective Tourism Marketing Without Greenwashing →Our ApproachWe Support Your Sustainability Communication StrategyOver the past years, the teams at TrainingAid and reCET have collaborated on solutions to help tourism organisations, destinations, and businesses make their sustainability communication credible and impactful.With the combined expertise of our teams, we bring:Decades of practical experience in sustainable tourism strategy development and implementationNumerous national and international projects guiding tourism organisations and industry stakeholders on their sustainability journeysSpecialised expertise in compliant, effective sustainability communication in the travel and tourism contextWe approach sustainability communication deliberately—not as a reaction to recent developments, but by building on the core focus we have always had. We create customised strategies that bring clarity to your marketing while keeping your messaging credible and compliant.When working with us, you can expect:Brand Alignment: Preserving your unique voice and authentic market positioningPractical Clarity: Breaking complex legal rules into simple, actionable stepsLong-Term Peace of Mind: Protecting your reputation against greenwashing risksTargeted Business SupportOur Solutions for Tourism Service ProvidersCustomised guidance designed specifically for businesses looking to communicate sustainability efforts authentically and avoid greenwashing risks.Hotels & Accommodations Tour Operators Travel Agencies Activity Providers Your RoadmapOur 3-step roadmap provides a clear, structured path for tourism businesses to navigate sustainability communication, evaluate compliance risks, and establish authentic marketing practices.01Self-CheckGet started with a short self-check step to capture where you currently are and evaluate your baseline messaging:Take stock of what, where and how you are currently communicating about sustainabilityConsider the bigger picture of WHY you communicate about sustainability and align with core brand valuesIdentify key priorities and build a strong foundation for improving your communication practices02Action PlanWe will help you prioritise your next steps so you can efficiently focus your effort and resources:Categorise and analyse your existing communication materials against EmpCo requirementsEvaluate your campaign strategies, promotional copies, and content plansImplement concrete, prioritised action steps to systematically improve your communication03ImplementationEffective and credible sustainability communication is an ongoing commitment to your brand and customers:Work with us to determine which areas of your current communication need adjusting, replacing or removingCo-develop an internal quality assurance process for ensuring compliance, alignment, and team clarityIntegrate sustainability into your core business strategy by walking the talk and talking the walk legally and engagingly Our OfferIndividual Assessment & GuidanceWe work directly with your business to assess, prioritise, and improve your sustainability messaging with tailored expert guidance.Starting at EUR 625Including:Intake & guidance: Individual consultation (up to 3 hours) to discuss current communication practices and assist in decision-makingEmpCo analysis: Assessment of most relevant marketing materials (up to 10 pages / post) against EmpCo requirementsSnapshot of key priorities: Clear evaluation of marketing assets requiring attention (need to adjust, replace, or remove)Implementation steps: Tailored, actionable recommendations on what, where, and how to adjust your communication effectivelyReady to assess your business's sustainability marketing? Book Your Assessment → Tailored Support FrameworkOur Solutions for Tourism Destination OrganisationsTargeted strategies and support programmes designed specifically for DMOs, regional tourism boards, and destination networks.Regional Tourism Boards National Tourism Boards Destination Networks Public Tourism Agencies Goal: Assess and improve your own marketing materialsClaim Check & AnalysisReview existing environmental and sustainability claims against EmpCo requirements and create a snapshot of key priorities and current marketing assets requiring attention.Seminar & TrainingInteractive workshops (online or in-person) for your teams, covering good practices in effective sustainability communication, and applying lessons to support marketing tasks.Internal Quality AssuranceCo-develop structured internal evaluation processes to ensure EmpCo alignment, quality assurance, and consistent messaging focused on core brand identity.Concept & Programme AdaptationEvaluate and adapt existing DMO initiatives such as marketing concepts and sustainability programmes to ensure compliance and strengthen brand alignment.Overall StrategyEvaluate overall strategic alignment and identify opportunities for optimising your destination's communication practices.Ongoing SupportKeep your messaging up-to-date through annual check-ups, continuous monitoring of legislative changes, and long-term strategy optimisation. Goal: Support local businesses and stakeholders in your networkPractical ToolsCo-develop a tailored "toolkit" for your members so you can help them better inform themselves on sustainability communication good practices and access practical tips.Education & AwarenessDesign and deliver tailored webinars and interactive information sessions to help your members build a strong knowledge base.Training & WorkshopsDesign and deliver interactive workshops to support your members in the implementation of good practices, and provide a practical forum for them to learn together.Guideline DevelopmentCo-develop sustainability communication guidelines to help local businesses in your destination communicate consistently and confidently about sustainability.Ongoing SupportWe will provide ongoing support to monitor progress and promote continuous improvement and long-term effectiveness. Our support packages for destination organisations and industry networks start at EUR 1,250 and are tailored based on your specific needs and goals.Set Up Evaluation Call → Track RecordProven Expertise in ActionBuilding on years of practical experience and specialised expertise in sustainable tourism, we have supported destinations, businesses, and industry networks with tailored solutions:Developed and authored the national guidelines on sustainability communication, published by the German National Tourist Board, offering practical guidance for destinations and for tourism businesses on effective and compliant sustainability communicationBuilt an intuitive process for evaluating compliance through our own methodology closely following the EmpCo requirementsAnalysed communication materials and campaign copies for regional tourism organisations and networksDesigned and delivered online and in-person workshops and training for national and international teamsCustom-developed tools and resources for stakeholder groups covering different industry segmentsOffered educational webinars and presentations on the topic, helping hundreds of industry professionals better understand how to approach sustainability communication in a clear, credible and convincing wayPublished original resources on sustainability communication and effective tourism marketing without greenwashingLearn more about our work in sustainability communication → Featured Project German National Guideline: Sustainability CommunicationreCET and TrainingAid collaborated with the team at the German National Tourist Board (GNTB) to develop the official guideline on sustainability communication, considering the requirements of EmpCo as well as its integration into Germany’s Law Against Unfair Competition (Unlauterer Wettbewerbs-Gesetz – UWG).The guideline was developed not just based on legal text, but also built on practical insights gained through:Regular strategic workshops engaging various members of the GNTB teamOnline sessions with both national and international teams for sharing information, exchanging ideas and gathering feedbackIn-depth discussions with the marketing team to better reflect the actual workflow and decision-making processesApplying the "decision-tree" evaluation method to break legal frameworks into practical analysis stepsThe resulting guideline serves as useful tools (both in German and in English) publicly available to all tourism industry stakeholders.Learn more about this project → CollaborationOur Expert TeamreCET – 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, organisations and public institutions in the implementation of sustainability management, diversity structures and strategy processes both nationally and internationally. TrainingAidTrainingAid 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 organisations integrate sustainability into their core strategies. Ferdinand WepsCo-Founder & DirectorMore Questions? Need Support?We help tourism organisations, destinations, and businesses make their sustainability communication legal, credible, and impactful. Do you have questions or need an initial evaluation of your situation? Then feel free to get in touch with us!Schedule a Consultation →