This update comes from LATA partner The Travel Hub Collection (TTHC). TTHC is a B2B training platform for the luxury travel trade, helping travel agents and tour operators sell destinations and properties with confidence through expert-led webinars and sales resources.

On 27 September 2026, new EU rules on sustainability marketing became law. If you sell to European travellers, through tour operators, travel agents or directly, they apply to you, even if your business is based in Latin America.

The Empowering Consumers for the Green Transition Directive (ECGT) means:

No more vague claims. Words like “eco-friendly”, “green” and “sustainable” need clear evidence behind them.
Labels must be certified. Sustainability badges are only allowed if they come from a recognised certification scheme.
Buyers will ask for proof. European tour operators are responsible for any claim they repeat, so they are now asking their suppliers for evidence. Certified suppliers are moving to the top of buyers’ lists.
Old content counts too. Websites, brochures and social media posts already online are all included.

To help the industry prepare, TTHC ran a series of three free webinars in partnership with LATA and other industry associations, with expert speakers from Travalyst and All About Africa Sustainability Consulting. Almost a third of poll respondents had never heard of the directive before the first session.

A good first step is to review your website and marketing for vague language. Then make your claims specific: name the project, share the numbers and show the impact.

Watch the recordings and download the free checklists and language guide here:
https://travelhubcollection.com/sales-support/navigating-the-eu-global-directives-sept-2026/