New EU Greenwashing Directive & Making the Most of WTM 2026

The EU's new Empowering Consumers for the Green Transition Directive (EmpCo) came into force on 27 September 2026. It applies to everyone marketing and/or selling to EU travellers, wherever their business is based. Tour operators are now legally responsible for the sustainability claims made across their supply chains, so they will be looking to their DMC and property partners for clear, honest and evidenced information.

The good news is that you don't need to be perfect. Your claims simply need to be specific, transparent and evidenced. In this webinar, Emily will explain what EmpCo means for you in practical terms, with real examples of what good looks like. She'll also cover why going quiet about your sustainability work is the wrong move, and how to turn compliance into a commercial advantage.

Mark Wright will then help you prepare for WTM London, so that your meetings, materials and messaging are ready to impress the tour operators and convert meetings into bookings.

What we'll cover

First half - EmpCo

• What EmpCo is and what it covers

• What compliant sustainability claims look like, with practical examples

• What it means for you, and why it is a commercial opportunity

• Why greenhushing could cost you business, and how to stand out instead

• Five practical steps to get ready

• Time for your questions

  
  

Second half - WTM

• Preparing your meetings 

• Making sure your materials are EmpCo-ready

• How to impress the tour operators you meet

• How a great follow-up can convert your meeting into long-term partnerships

• Time for your questions