Future-Proofing Sustainability Communication

AREA  Consultation and Training on Sustainable Communication 

PARTNER  reCET create.empower.transform.

CLIENT  German National Tourist Board / Deutsche Zentrale für Tourismus (DZT)

WHEN  2025

Sustainability Communication for Destination Germany

In partnership with reCET, TrainingAid is supporting the German National Tourist Board on effective sustainability communication, ensuring compliance with current and upcoming regulations (particularly the Green Claims Directive), and identifying opportunities for optimising engagement.

The project tasks include:

• Analysing existing communication materials
• Designing assessment steps
• Evaluating current approaches and identifying potential for optimisation
• Training workshops to discuss opportunities for improvement and for future-proofing sustainability communication
• Developing implementation guidelines

About the German National Tourist Board (GNTB)

On behalf of the German federal government, the GNTB has been working internationally to promote Germany as a travel destination for more than 70 years. It communicates the diverse appeal of the country to a worldwide market, thereby promoting a strong and attractive brand – 'Destination Germany'.

The GNTB plays an important role in the promotion of Germany as a travel destination on the international market. Its activities include the development of new marketing strategies and concepts based on specific themes, events and attractions and also bringing together and optimising the diverse marketing activities of partners in the German travel industry.

More on the Green Claims Directive

In order to better protect consumers’ rights, promote environmentally-friendly decisions and create a circular economy that reuses and recycles materials, the European Parliament is working on an update of existing rules regarding commercial practices and consumer protection.

Natural, eco, environmentally-friendly... Many products have these labels, but very often those claims are not proven. The EU wants to make sure that all information on a product’s impact on the environment, longevity, reparability, composition, production and usage is backed up by verifiable sources.

Source: European Commission