Your claims tested
before the law does

On 27 September the EU's EmpCo Directive starts applying to every sustainability claim you make. Five days before that, we show you how we rebuilt real claims from real businesses. Yours could be one of them!

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We run this live only, so there is no recording afterwards.

Free live webinar

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Date: Tuesday 22 September 2026
Time: 10:00 CEST, 60 minutes
Where: Online, joining link by email
Hosts: Anne and Rik
Submit: Your own claim
Format: Live only, not recorded

What this webinar covers

1
EmpCo in five minutes
Applies to all business marketing to travellers in the EU, wherever you are based. Fines up to 4% of turnover.
2
Five ways a claim goes wrong
False, deceiving, irrelevant, vague comparisons and unSMART promises. Plus two traps most businesses miss.
3
The four-part test
We run real claims through our four-part test, show where they break, and how we rebuilt them.

4
Passing the test is not the finish line
A claim can pass the test and still bore a traveller. Making them care is where most rewrites stop.
5
Stepping up or backing off
What to do with a claim that fails, and why 27 September is where this starts, not where it ends.
6
Claims pass but stories persuade
A claim can be compliant and still not sell. The Sustainable Marketing Story & Plan is where the real story starts.

Why join this webinar

You see what works

Plenty has been written about what EmpCo forbids. We spend the hour on what to write instead.

Your claim might get tested

Submit a sustainability claim from your own website. We select a few, rebuild them, and walk through every change.

You keep the method

Everything we show is built to reuse, ready to apply across the rest of your website the same day.

Trusted by organisations across the travel industry

Who this webinar is for

Travel businesses

You sell trips to European travellers, from inside or outside the EU, and your website makes sustainability claims.

Accommodations

Your property is described as green, eco or sustainable, on your own site and on every booking channel.

Destinations

You make claims about the whole destination, and your members will look at your website before fixing theirs.

Anne and Rik, founders of the Good Tourism Institute

Meet Anne & Rik

Anne spent years working with hundreds of travel businesses on sustainability certification, and kept hearing the same question: what's in it for me? Rik, with a decade in digital marketing, believed sustainability could set any business apart.

Together they founded Good Tourism Institute: turning sustainable practices into a real business advantage.

Ready to see sustainability claims rebuilt?

Join us on Tuesday 22 September, five days before EmpCo applies. Submit a claim from your own website and see how we rebuilt real ones, step by step. You leave with the test to run on the rest.