New EU Sustainability Rules: What Adelaide Tourism Businesses Should Check Now
New European Union rules coming into effect this month are prompting businesses to take a closer look at how they communicate environmental and sustainability claims to consumers.
The EU Empowering Consumers for the Green Transition Directive (EU) 2024/825 aims to protect consumers from misleading environmental claims and improve the information available when making purchasing decisions. The rules apply from 27 September 2026.
While the Directive is EU legislation, it may be relevant to Australian tourism businesses that sell to or market consumer-facing tourism products and services to people in the EU/EEA, particularly where environmental claims feature in their marketing.
For Adelaide’s visitor economy, this is a timely opportunity to review how sustainability is communicated and whether environmental claims are supported by evidence.
From broad claims to meaningful action
Terms such as “eco-friendly”, “green” and “sustainable” may sound positive, but they do not necessarily tell visitors what a business is doing in practice.
The new EU rules introduce stricter requirements around environmental claims and sustainability labels, with a particular focus on preventing vague or misleading claims.
This also aligns with existing expectations under the Australian Consumer Law. The ACCC advises that environmental and sustainability claims should be true, accurate, based on reasonable grounds and supported by evidence.
Tourism businesses can use this as a prompt to review sustainability language across websites, social media, brochures, booking platforms and Australian Tourism Data Warehouse (ATDW) profiles.
For example, a business describing itself as “sustainable accommodation” should be able to explain what that means. This might include energy efficiency, renewable energy, water conservation, waste reduction or biodiversity initiatives.
Consider:
- Is the claim accurate and current?
- What evidence supports it?
- Can the action behind it be clearly explained?
- Could a broad claim be made more specific?
Moving from general statements to specific examples can make sustainability communication more credible and useful to visitors.
An opportunity for Adelaide businesses
The changes also provide an opportunity to take stock of sustainability work already underway.
For some businesses, this may mean updating an outdated sustainability statement. For others, it could mean documenting existing initiatives, introducing measures to reduce environmental impacts or considering a recognised sustainability program.
This does not necessarily require a major investment. The first step is to understand and document what is already happening.
Visitor-facing staff should also be able to consistently explain sustainability initiatives. International travellers may increasingly ask about environmental practices, making clear internal information valuable for responding confidently and accurately.
Adelaide businesses can also draw on existing industry initiatives. Through True South, the South Australian Tourism Commission supports tourism initiatives connected to positive environmental outcomes, including its Travel for Nature program.
The Tourism Industry Council South Australia’s Quality Tourism Framework includes Quality and Sustainable Tourism Accreditation and a Tourism Emissions Reduction Program, providing pathways for businesses wanting to strengthen their sustainability practices and measure progress.
Building Adelaide’s sustainability story
Adelaide’s destination-level sustainability performance also creates an opportunity for local businesses to contribute to - and demonstrate - the city’s broader sustainability story.
Adelaide was recognised as the Most Improved Destination in the 2025 GDS-Index, rising 23 places to 54th globally in just its second year of participation. The recognition reflects progress across areas including sustainability, destination management, supply chain engagement and climate action.
For the visitor economy, this provides an opportunity to build on that momentum by showcasing the practical work underway across the industry.
Destination-level recognition does not replace the need for businesses to substantiate their own environmental claims. Instead, it provides context for the sustainability work happening across Adelaide and South Australia.
A good time to review your claims
The EU changes provide a useful prompt for Adelaide tourism businesses to review how they communicate sustainability.
Start with the places visitors are most likely to encounter your business: your ATDW profile, website, booking platforms and social media. Check that environmental claims are accurate, specific and supported by current evidence.
The strongest sustainability message is not necessarily the biggest claim. It is the one that shows visitors what you are doing, why it matters and how you know it is making a difference.
Sources:
- Tourism Australia: Sustainable Tourism resources
- South Australian Tourism Commission: True South and Travel for Nature
- Tourism Industry Council South Australia: Quality and Sustainable Tourism Accreditation
- Tourism Industry Council South Australia: Tourism Emissions Reduction Program
This article provides general industry information and is not intended to constitute legal advice. Businesses should consider their own circumstances and seek professional advice where appropriate.