New requirements under the European Union's Directive on Empowering Consumers for the Green Transition require businesses to follow specific rules when marketing to EU consumers. Designed to improve the credibility of sustainability-related information to consumers, the Directive requires “green” claims to be specific and supported by robust evidence.
Green is Our Gold represents an industry-wide commitment to care for the assets and attractions that make Australia a tourism destination like no other. Across the country, visitor economy businesses are investing in conservation, supporting local communities, partnering with Traditional Owners, reducing negative environmental impacts and creating experiences that celebrate the places visitors love. Australian tourism has many stories to tell, but these stories must be shared in a way that is responsible and accurate.
The Directive is an opportunity to further build trust with visitors and to share how tourism can care for our country.
Tourism Australia, Austrade and State and Territory Tourism Organisations have developed an Overview of the Directive to support the visitor economy understand and apply the Directive and continue telling sustainability stories with confidence.
Download the Overview on the EU Directive to learn more.