Road Directions

Our Approach 

Building on two previous phases of work delivered for VisitEngland in 2023 and early 2024, this project was commissioned to provide an updated assessment of the sustainability certification landscape, considering the evolving EU regulations, including the Empowering Consumers for the Green Transition Directive, Green Claims Directive and wider sustainability reporting expectations.

The approach combined a structured review of the existing outputs with updated desk research into emerging EU policy, regulatory developments and industry responses across Europe. This ensured continuity with earlier findings while identifying key shifts that impact how certification schemes are positioned, recognised and communicated.

To complement this, direct engagement was undertaken with European national tourism organisations to understand their evolving approaches to certification recognition, regulatory alignment and private sector support.

Comparative analysis of international approaches was refreshed, with findings translated into clear, practical considerations for VisitEngland. The methodology focused on ensuring outputs directly inform decision-making on future positioning, recognition frameworks and support mechanisms for the English tourism sector.

 

Outcome 

This phase provides VisitEngland with an updated evidence base and clear direction on sustainability certification in response to evolving EU regulations.

The work highlights the growing importance of credibility, verification and compliance, and sets out how VisitEngland can respond in a practical and strategic way. Key outcomes include:

• Clarifying the implications of new EU regulations for tourism businesses and certification schemes
• Identifying how VisitEngland should position itself within the certification landscape
• Providing direction on scheme recognition and alignment with international frameworks
• Outlining how VisitEngland can support the wider sector with guidance, advice and clear communication in light of new regulatory requirements

Building on earlier phases, the project strengthens VisitEngland’s ability to respond to regulatory change and supports a shift from voluntary sustainability action towards more structured and compliant approaches across the tourism sector.