Can we still talk about sustainability after EmpCo? Yes – accurately and verifiably

Guests still find it useful to know if an accommodation reduces its water consumption, a restaurant works with local producers, or an attraction helps visitors arrive without a car. The EmpCo directive does not prohibit presenting such facts. It sets stricter rules against misleading, overly general claims that lack proper substantiation. The new regulations must be applied from 27 September 2026.

Take a guesthouse that has installed water-saving showerheads. It’s worth sharing this with its guests. However, the statement "we are a green guesthouse" suggests a favourable image of the entire operation, even though we only know of one specific measure.

It’s much more accurate to say: "We use water-saving showerheads in the guestroom showers." If the guesthouse also measures consumption, it can share data about the change, specifying the timeframe and basis of comparison. The key is that the claim should not be broader than what can be proven.

The same applies to local sourcing. If a restaurant buys local cheese and vegetables for a few dishes, it can confidently showcase the producers and the dishes involved. The statement "we cook exclusively with local ingredients" means something entirely different and should only be used if it truly applies to the entire menu.

EmpCo also addresses future environmental promises. Instead of saying "we will soon be carbon neutral," the business needs a clear, measurable, time-bound plan and the verification required by the directive. It’s better to talk about the steps already taken and the tangible results that can be tracked.

Accurate communication starts with the provider reviewing its own operations. The I-DEST self-assessment questionnaires provide a framework for this. Based on GSTC criteria, they examine environmental practices, support for local communities, protection of cultural values, and responsible operations, among other things. The questions are tailored to the type of actor: what can and should be asked of a destination differs from what applies to a family-run guesthouse.

In practice, this can help a provider in three steps:

• Gather what is already being done. In daily operations, it’s easy to take things like working with local suppliers or measuring energy consumption for granted. The self-assessment helps consciously take stock of these practices.

• Distinguish facts from intentions. Saying "we have introduced selective waste collection" is different from saying "we will operate waste-free in the future." The former is a current practice that can be verified; the latter is a much broader promise.

• Identify missing evidence. A measure might have invoices, consumption data, procurement records, policies, or on-site documentation to support it. If a claim is important for communication, it’s worth considering how it can be substantiated.

In the public presentation of I-DEST, we distinguish between information provided by the provider, practices verified by the editorial team, and certifications issued by an independent third party. Our editorial verification is not an independent audit or official certification. This distinction also helps guests understand the basis of the information they rely on when making decisions.

The I-DEST self-assessment supports preparation, development, and showcasing specific practices. On its own, it does not entitle a provider to present itself as a business with an independent sustainability certification.

This is important because EmpCo sets specific rules for sustainability labels. Such public labels must generally be linked to a certification system based on independent third-party verification or a label created by an authority. Aligning an assessment with GSTC criteria is not the same as independent GSTC certification.

Providers should not hide their efforts but present them accurately. It’s not necessary to claim that a business is "fully sustainable." A few clear sentences about what has been changed, what is being measured, what can already be verified, and what is still being worked on are far more valuable.

This is what we aim to support for tourism providers joining I-DEST: to ensure that sustainability is not an uncertain marketing term but a comprehensible, verifiable, and improvable practice.