South Africas tourism industry is grappling to meet new European Union EU regulations that demand rigorous sustainability standards if businesses want to be able to access the continents tourist market.
The EUs Empowering Consumers for the Green Transition Directive and the Green Claims Directive aim to ensure businesses are being transparent and accurate when directly or indirectly marketing their products or services as green or sustainable to EU consumers.
The directives aim to stop companies from greenwashing by requiring them to back up claims like sustainable, responsible, green, eco-friendly or carbon-neutral with solid proof through EU-approved third-party sustainability certifications.