From Sunday, Australian tourism operators marketing to European consumers will be subject to new anti-greenwashing legislation; a move welcomed by peak industry body Ecotourism Australia and its network of ECO Certified and Sustainable Tourism Certified operators, who have long championed credible, independently verified standards.

The European Union’s Empowering Consumers for the Green Transition Directive, which comes into effect on 27 September, will strengthen consumer protection rules by prohibiting generic or unsubstantiated environmental claims, such as describing products or services as ‘green’, ‘carbon neutral’ or ‘environmentally friendly’ without clear, verifiable evidence.

The Directive applies to any marketing directed at consumers based in the EU and is particularly relevant to Australian tourism businesses promoting experiences, accommodation or destinations in European markets, including via global booking platforms and intermediaries.

Ecotourism Australia, CEO, Elissa Keenan said the new legislation was welcomed by the certified ecotourism industry, and in particular, operators who work tirelessly to provide visitors with authentic eco and sustainable experiences.

“Since introducing the world’s first ECO Certification program in 1996, built on transparency, authenticity and independent auditing, we welcome stronger scrutiny of green claims across the tourism industry,” Ms Keenan said.

“Our certified operators work hard to meet global best practice, with rigorous audits of their operations to substantiate their sustainability claims, while other operators are using labels or imagery that is misleading.

“These misleading labels, claims and imagery cause confusion for consumers and increases the risk of greenwashing.

“Choosing certified tourism activities and accommodation assures travellers that products are backed by a strong well-managed commitment to sustainable practices as well as providing high-quality tourism experiences.”

Image – Accor is certifying its network of more than 400 hotels across the region, with the Novotel Sydney Darling Square hotel holding Ecotourism Australia’s Sustainable Tourism Certification.

Independent certification building trust across global hotel networks

Director of Sustainability for Accor in Australia and the Pacific, David Young, said the new European legislation reinforces the importance of independent certification as the hotel group works towards certifying its network of more than 400 hotels across the region.

“Certifying our hotels through third-party programs such as Ecotourism Australia has been a priority for Accor since 2024, as it helps us to build confidence among all our stakeholders including leisure guests, corporates and our Heartists,” Mr Young said.

“It verifies that we are doing what we promise to do and solidifies our ongoing commitment to environmental stewardship and responsible hospitality.

“Our team is actively embracing the EU Empowering Consumers Directive as it reinforces our investment in obtaining Sustainable Tourism Certification.

“With this third-party approval we can confidently market to EU travellers knowing that each of our certified hotels has undertaken a rigorous application process and committed to a journey of continuous improvement when it comes to sustainability.”

Mr Young said sustainability is no longer a nice-to-have but a standard expectation, with guest feedback demonstrating growing demand for sustainable travel experiences across both leisure and business travel.

“In addition to the removal of single-use plastics and good food initiatives, our guests have particularly positive feedback for our Skip The Clean initiative, which rewards guests who opt out of daily housekeeping with ALL Reward points,” Mr Young said.

“From a B2B perspective, the number of requests from our corporate clients for verified third-party sustainability credentials continues to increase, highlighting the increasing importance of sustainability across all sectors.”

Image – Accor guests can contribute to sustainability when staying with the hotel group, demonstrating travellers’ growing demand for sustainable travel experiences across both leisure and business travel.

Small tourism operators creating big impacts

Nestled in the New South Wales Riverina Highlands. Louise Freckelton and David Bray’s luxury off-grid accommodation, Kestrel Nest EcoHut, offers visitors a sustainable farm stay experience at Highfield Farm & Woodland.

Over the past 14 years, the couple have been working to restore biodiversity, protect soils and improve waterways on their property, with proceeds from visitor stays funding environmental projects.

Since opening in 2020, Kestrel Nest EcoHut has helped fund the planting of 5,000 local native plants, protection of 222 hectares of Box Gum Grassy Woodland, and enhancement of 111 hectares of native temperate grasslands.

Surviving the 2019-20 bushfires while under construction, the EcoHut features recycled materials, renewable energy systems and a strong commitment to waste reduction and local sourcing.

As a passionate advocate for environmental stewardship and authentic ecotourism experiences, Lousie Freckelton said she couldn’t be more delighted about the implementation of the new EU regulations.

“A casual look at listing platforms such as Airbnb reveals hundreds of short-stay accommodation providers describing themselves as ‘eco’ or making claims about their sustainability, however, most have no certification to substantiate those claims,” Ms Freckelton said.

“We’ve been working to substantiate our sustainability and ecotourism claims for years and have been certified by Ecotourism Australia since 2023.

“Our Impact Report also documents how we work with guest on waste minimisation, contribute to citizen science and act across a range of other environmental and social measures.”

Image – Luxury off-grid accommodation, Kestrel Nest EcoHut is Ecotourism Australia ECO Certified Advanced and features recycled materials, renewable energy systems and a strong commitment to waste reduction and local sourcing.

Helping travellers choose authentic sustainable and ecotourism experiences

As more travellers seek authentic sustainable and ecotourism experiences, Ms Keenan said looking for certifications that are independently audited by a third-party provides assurance that the operator’s claims are genuine.

“The third-party certification audits are conducted by qualified, independent professionals, which means outcomes are impartial, credible and free from conflicts of interest,” Ms Keenan said.

“Operators who are certified by Ecotourism Australia need to meet more than 300 set criteria encompassing responsible practices across four pillars: environmental, socio-economic, cultural and sustainable management, which are independently and regularly audited by a third-party auditor.

“Importantly, our certifications are recognised globally and meet global standards.

“We are a founding member of the Tourism Sustainability Certifications Alliance, a global collaboration of nine certifying bodies who have aligned respective certification programs minimum criteria and auditing processes under an agreed standard.”

When travelling at home, Ms Keenan recommends travellers use Ecotourism Australia’s Green Travel Guide to help with holiday planning.

“The Green Travel Guide lists every ECO Certified and Sustainable Tourism Certified operator and destination in Australia,” Ms Keenan said.

“This is a great way for travellers to search for genuinely sustainable accommodation and tourism experiences in their local area or holiday destination.”

ENDS

Media contacts:

Kate Scott

Communication & Engagement Manager

commsmanager@ecotourism.org.au

(07) 3256 6777

Emily Flanagan

Communication & Engagement Specialist

communications@ecotourism.org.au

(07) 3256 6777

About Ecotourism Australia

Ecotourism Australia is a non-government, not-for-profit organisation, established in 1991, that promotes and supports Australia’s visitor economy through building capacity and actively promoting sustainable tourism operations and systems. Our legacy program – ECO Certification – was the world’s first national ecotourism certification program and the Sustainable Tourism Certification, launched in 2022 supports non-nature-based businesses achieve global best-practice. Today there are some 2,500 accommodation, tours and attractions certified by Ecotourism Australia. Ecotourism Australia is also a founding member of the Tourism Sustainability Certifications Alliance (TSCA), a global association for sustainable tourism established in January 2025. TSCA members are responsible for certifying more than 19,000 travel and tourism enterprises, organisations, and destinations across the globe – representing the largest cohort of certified operators worldwide.

Brisbane, Australia – 2 September 2026. The Tourism Sustainability Certifications Alliance (TSCA) has announced the release of its new TSCA Minimum Standards, establishing a globally aligned baseline for sustainable tourism certification and marking a major milestone in the evolution of credible sustainability assurance for the travel and tourism sector. 

The new standards have been developed collaboratively by TSCA member organisations, which collectively represent more than 30 years of leadership in sustainable tourism certification and have certified over 19,000 tourism businesses, organisations and destinations worldwide, including those certified by Ecotourism Australia. The standards are designed to provide a common framework for sustainability certification while allowing certification bodies to maintain their own unique methodologies and additional requirements.

The release includes two distinct minimum standards: one for tourism businesses, including accommodation providers and tour operators, and another for destinations. Together, these standards establish the baseline requirements that must be met to achieve credible sustainability certification through TSCA member certification schemes.

“The release of these minimum standards represents an important step towards greater consistency, transparency and trust in sustainable tourism certification,” said TSCA Chairperson Elissa Keenan.“By aligning around a common set of minimum requirements, we are strengthening confidence in sustainability certification while continuing to support innovation and diversity among certification programs.”

 Developed through global collaboration

The TSCA Minimum Standards were developed through a comprehensive collaborative process involving member organisations and extensive stakeholder consultation. The standards were informed by two consultation rounds involving certification bodies, tourism businesses, industry associations, non-government organisations and sustainability experts. Feedback received throughout the process was reviewed and incorporated to ensure the standards are practical, globally relevant and aligned with internationally recognised sustainability principles.

The development process reflects TSCA’s commitment to transparency, consensus-building and continuous improvement. By drawing on decades of collective expertise from leading certification organisations, the TSCA has created standards that provide both global consistency and flexibility for implementation across diverse tourism markets and destinations.

Strengthening confidence in certification

The TSCA Minimum Standards are intended to provide a common foundation for tourism sustainability certification worldwide. Member certification organisations have committed to incorporating these minimum requirements into their own certification programs, ensuring a shared baseline across the Alliance while retaining the ability to apply additional criteria and requirements where appropriate.

Certification delivered through TSCA members using the minimum standards will help tourism businesses and destinations better manage their environmental, social and economic impacts, improve transparency and accountability, and create lasting benefits for communities, visitors and natural environments. The standards also support greater consistency between certification schemes and strengthen confidence in sustainability claims made across the tourism industry.

The release comes at a time when tourism businesses face increasing expectations from consumers, governments and regulators regarding sustainability performance and environmental claims. TSCA has identified emerging regulatory frameworks, including consumer protection and green claims legislation, as key drivers for greater alignment and credibility in sustainability certification.

As sustainable tourism continues to grow in importance, the release of the TSCA Minimum Standards represents a significant step toward a more transparent, consistent and trusted certification landscape for the global tourism industry.

Ecotourism Australia plays leading role in shaping the future of sustainable tourism certification globally

Ecotourism Australia, the nation’s peak body for ecotourism and sustainable tourism is a founding member of TSCA, with CEO, Elissa Keenan, also holding the inaugural chairperson role of the global coalition.

Ms Keenan said the membership and leadership of the TSCA strengthened the global credibility and recognition of Ecotourism Australia’s programs.

“While Ecotourism Australia’s certification programs already meet and exceed global standards, this collaboration ensures our programs remain aligned internationally and continue to be recognised by regulators, booking platforms and consumers around the world,” she said.

 As a founding member of the TSCA, Ms Keenan said Ecotourism Australia also played a key role in developing the new TSCA sustainability criteria and standards.

“Our Head of Sustainability, Assurance and Operations, Nadine Schramm, also worked collaboratively with our partner organisations, providing her deep expertise and leadership in sustainability and certification to develop TSCA’s Minimum Standards for tourism businesses and destinations,” Ms Keenan said.

“Ecotourism Australia’s founding role and ongoing dedication reinforces our commitment to transparency, credibility, and continuous improvement in tourism certification standards, which in turn, supports Australian certified tourism businesses in global markets.”

A global alliance for sustainable tourism
Formed in 2024, the Tourism Sustainability Certifications Alliance is a collaboration of leading sustainable travel and tourism certification organisations from around the world.

For over 30 years, this group of leading internationally recognised certification organisations has been responsible for developing the industry’s best practice standard for accepted criteria in sustainable tourism. Together, these organisations have certified more than 19,000 of the world’s leading travel and tourism companies, organisations and destinations. 

TSCA’s mission is to harmonise sustainability criteria and standards, creating a common internationally recognised language for sustainable tourism certification. Through collaboration and knowledge sharing, the TSCA works to ensure that certification remains credible, accessible and responsive to evolving consumer expectations, industry needs and regulatory requirements.

Web: tourismsustainability.org

For more information about the TSCA Minimum Standards, visit: TSCA Standards

END

Media contacts:

Ecotourism Australia – Emily Flanagan, Communications and Engagement Specialist

e: communications@ecotourism.org.au

ph: (07) 3256 6777

About Ecotourism Australia

Ecotourism Australia is a non-government, not-for-profit organisation, established in 1991, that promotes and supports Australia’s visitor economy through building capacity and actively promoting sustainable tourism operations and systems. Our legacy program – ECO Certification – was the world’s first national ecotourism certification program and the Sustainable Tourism Certification, launched in 2022 supports non-nature based businesses achieve global best-practice. Today there are some 2500 accommodation, tours and attractions certified by Ecotourism Australia. Ecotourism Australia is also a founding member of the Tourism Sustainability Certifications Alliance (TSCA), a global association for sustainable tourism established in January 2025. TSCA members are responsible for certifying more than 19,000 travel and tourism enterprises, organisations, and destinations across the globe – representing the largest cohort of certified operators worldwide.

As Australia celebrates NAIDOC Week, Gold Coast First Nations tourism business Jellurgal Aboriginal Cultural Centre has achieved Ecotourism Australia’s prestigious ECO Certification, recognising its commitment to delivering authentic Aboriginal cultural experiences while protecting Country, supporting community and demonstrating global best practice in sustainable tourism.

The announcement comes during this year’s NAIDOC Week celebrations and highlights the growing role Aboriginal and Torres Strait Islander tourism businesses play in delivering experiences that protect culture, strengthen communities and inspire visitors through meaningful connection to Country.

Located at the base of Burleigh Head National Park, on Kombumerri Country in the Yugambeh Language Speaking Region, Jellurgal Aboriginal Cultural Centre is the Gold Coast’s only dedicated Aboriginal cultural centre and is proudly owned and operated by the local Aboriginal community through Kalwun Development Corporation.

Visitors can experience guided cultural walks through Burleigh Head National Park, cultural cruises, educational programs, Welcome to Country ceremonies and immersive experiences that share the stories, traditions and living culture of the Yugambeh language-speaking peoples.

Ecotourism Australia Chief Executive Ms Elissa Keenan said the certification was particularly significant during NAIDOC Week.

“NAIDOC Week reminds us that culture is not simply something to be celebrated – it is something to be respected, protected and shared for future generations.

“First Nations peoples have cared for Country for tens of thousands of years. Their knowledge, connection and custodianship are fundamental to what sustainability truly means.

“First Nations tourism is one of Australia’s greatest competitive strengths. It offers visitors experiences that are authentic, deeply connected to place and found nowhere else in the world.

“When Aboriginal and Torres Strait Islander people lead the sharing of their own stories, tourism becomes far more than a visitor experience – it becomes a powerful way to strengthen culture, create economic opportunities for communities and build greater understanding between Australians and international visitors.

“We are delighted to award Jellurgal their ECO Certification during NAIDOC Week and recognise their leadership in delivering authentic cultural experiences that benefit both visitors and community.

Tourism experiences led by First Nations communities not only safeguard cultural knowledge but also create employment, strengthen community pride and encourage visitors to develop a deeper appreciation for Country and its custodians.

“Achieving ECO Certification is a proud milestone for our team because it recognises not only our commitment to sustainability, but also the value of sharing the stories, culture and traditions of First Nations peoples in ways that deepen understanding and respect,” shared Kieran Chilcott, CEO Kalwun Development Corporation Ltd and Jellurgal Aboriginal Cultural Centre.

“Every experience we deliver is grounded in Country, culture and community, inviting visitors to gain a deeper understanding of the world’s oldest continuing living culture and a genuine connection to this place.

“Achieving ECO Certification reflects the care we take to protect our culture, our environment and our community while delivering authentic experiences that create lasting memories for our visitors. We’re incredibly proud to receive this recognition during NAIDOC Week.”

Announced during NAIDOC Week 2026, Jellugal’s ECO Certification achievement aligns with this year’s theme, “50 Years of Deadly,” which celebrates five decades of recognising the strength, resilience, leadership and cultural richness of Aboriginal and Torres Strait Islander peoples. It also highlights the important role First Nations-led tourism plays in sharing living culture, creating economic opportunities for communities and fostering deeper understanding of Australia’s First Peoples.

At Ecotourism Australia, culture sits alongside environmental, social and economic sustainability as a core pillar of our certification programs. We believe tourism should help protect living cultures, strengthen communities and create meaningful opportunities for cultural exchange, while ensuring visitors leave with a deeper understanding of Australia’s First Nations heritage.

Achieving global best-practice ECO Certification is a meticulous process, involving more than 200 key criteria across four pillars of sustainability. Ecotourism Australia’s certification programs involve an initial third-party audit to award certification followed by periodic independent audits to maintain certification and demonstrate ongoing commitment to responsible practices.

END

Media contacts:

Ecotourism Australia – Myv Costelloe, Stakeholder Engagement Manager

e: myv@ecotourism.org.au

ph: (07) 3256 6777

Kalwun Development Corporation Ltd – Michelle Reid, Executive Lead – Corporate Affairs and Strategic Projects

e: michelle.reid@kalwun.com.au

ph: 0429 639 314

About Ecotourism Australia

Ecotourism Australia is a non-government, not-for-profit organisation, established in 1991, that promotes and supports Australia’s visitor economy through building capacity and actively promoting sustainable tourism operations and systems. Our legacy program – ECO Certification – was the world’s first national ecotourism certification program and the Sustainable Tourism Certification, launched in 2022 supports non-nature based businesses achieve global best-practice. Today there are some 2500 accommodation, tours and attractions certified by Ecotourism Australia. Ecotourism Australia is also a founding member of the Tourism Sustainability Certifications Alliance (TSCA), a global association for sustainable tourism established in January 2025. TSCA members are responsible for certifying more than 19,000 travel and tourism enterprises, organisations, and destinations across the globe – representing the largest cohort of certified operators worldwide.

Ecotourism Australia has honoured two of the nation’s most influential tourism leaders, Peter Gash OAM and Dr Claire Ellis, with Lifetime Achievement Awards in recognition of their outstanding contribution to the growth and advancement of ecotourism in Australia.

Presented at the Global Sustainable Tourism Summit on the Gold Coast, the awards recognise distinguished service and exceptional leadership in championing sustainability, advancing the mission and values of Ecotourism Australia, and promoting Australia as a world-leading destination for responsible and nature-based tourism.

Ecotourism Australia CEO Elissa Keenan said both recipients had made a profound and lasting contribution to the Australian tourism industry and had helped shape the evolution of sustainable tourism over many decades.

“These awards recognise individuals whose influence extends well beyond their own organisations and achievements,” Ms Keenan said.

“Peter and Claire have each played a significant role in advancing ecotourism in Australia, helping demonstrate that tourism can be a force for environmental stewardship, community benefit and positive change.”

“Both have dedicated their careers to protecting and showcasing Australia’s natural and cultural assets while helping build the credibility and professionalism of our sector. Their contributions have helped position Australia as a global leader in responsible and sustainable tourism.”

–

Peter Gash OAM

A pioneering ecotourism operator and conservation advocate, Peter Gash has spent more than four decades transforming Lady Elliot Island into one of Australia’s most celebrated ecotourism destinations.

Under his leadership, Lady Elliot Island has become internationally recognised for environmental restoration, renewable energy innovation, reef conservation and sustainable visitor experiences. His work has demonstrated how tourism can actively contribute to the protection and regeneration of natural environments while creating meaningful visitor connections with nature.

“Peter’s vision and commitment have inspired operators across Australia and around the world,” Ms Keenan said.

“He has shown that environmental conservation and tourism success can go hand in hand and has become one of Australia’s most respected ambassadors for sustainable tourism and reef stewardship.”

 –

Dr Claire Ellis

Former Ecotourism Australia Chair Dr Claire Ellis was recognised for her outstanding leadership and service to the organisation and the broader tourism sector.

Over more than a decade on the Ecotourism Australia Board, including six years as Chair, Dr Ellis helped guide the organisation through a period of significant growth and increasing global recognition for its certification programs and sustainability leadership.

A highly respected tourism strategist and consultant, Dr Ellis has made a substantial contribution to destination development, sustainable tourism planning and industry advancement across Australia.

“Claire’s leadership has had a lasting impact on both Ecotourism Australia and the wider tourism industry,” Ms Keenan said.

“Her strategic vision, commitment to good governance and passion for sustainable tourism helped strengthen the organisation and position it for the future. She has been a tireless advocate for tourism that protects place, supports communities and delivers long-term value.”

–

Ms Keenan said the awards reflected not only the achievements of two remarkable individuals, but also the importance of recognising those who have helped shape the future of Australian tourism.

“At a time when sustainability has never been more important, it is fitting that we acknowledge those whose leadership, courage and commitment have helped pave the way for future generations.”

“Peter Gash and Claire Ellis have each left an extraordinary legacy, and we are proud to recognise their contribution through these Lifetime Achievement Awards.”
 

L-R: Peter Gash OAM and Dr Claire Ellis

END

Media contacts:

Ecotourism Australia – Myv Costelloe, Stakeholder Engagement Manager

e: myv@ecotourism.org.au

ph: (07) 3256 6777

About Ecotourism Australia

Ecotourism Australia is a non-government, not-for-profit organisation, established in 1991, that promotes and supports Australia’s visitor economy through building capacity and actively promoting sustainable tourism operations and systems. Our legacy program – ECO Certification – was the world’s first national ecotourism certification program and the Sustainable Tourism Certification, launched in 2022 supports non-nature based businesses achieve global best-practice. Today there are some 2500 accommodation, tours and attractions certified by Ecotourism Australia. Ecotourism Australia is also a founding member of the Tourism Sustainability Certifications Alliance (TSCA), a global association for sustainable tourism established in January 2025. TSCA members are responsible for certifying more than 19,000 travel and tourism enterprises, organisations, and destinations across the globe – representing the largest cohort of certified operators worldwide.