The end of green marketing without evidence: New EU sustainability standards

Generic or unfounded terms like 'eco-friendly', 'green' or 'sustainable' will soon no longer be allowed.

Photo: Darya Jum / Unsplash

Author  HrTurizam.hr

20. April 2026.
At a time when "sustainable" has become the most used word in tourism marketing, the European Union draws a clear line and it will no longer be enough to just say it, but to prove it. For hotels, campsites, restaurants and all tourist brands, this means the end of the comfortable use of green messages without coverage and the beginning of a new phase in which every claim must be measurable, verifiable and transparent. They follow with...
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Author  HrTurizam.hr

20. April 2026.