The EU has introduced new anti-greenwashing measures, which will also impact tourism marketing in Lapland. Companies and destinations will now be required to communicate their sustainability claims more transparently. This is particularly relevant for the promotion of eco-friendly travel experiences, as misleading or unverified sustainability claims will be subject to stricter scrutiny.
The new regulations aim to prevent companies from using sustainability purely as a marketing tool without implementing real measures. For Lapland’s tourism sector, terms such as "eco-friendly", "sustainable", or "carbon-neutral" must now be backed by verifiable facts.
Lapland has positioned itself as a sustainable travel destination, particularly through winter tourism that highlights nature experiences, Arctic wildlife, and eco-friendly accommodations. Now, marketing campaigns must be more transparent. Businesses that promote environmental benefits must provide clear evidence to avoid potential fines or reputational damage.
Despite stricter regulations, sustainability remains a core factor in tourism. Many operators in Lapland have already invested in green technologies and sustainable practices. The new EU regulations are designed to highlight genuine sustainability efforts while eliminating greenwashing.
For Lapland’s tourism sector, this means a shift in communication strategies: clear, verifiable sustainability claims and transparent reporting are now more important than ever. Businesses that implement authentic and measurable sustainability initiatives will benefit from the new regulations by strengthening trust among travelers.
With the tightened EU guidelines, Lapland’s tourism marketing faces new challenges—but also an opportunity to position itself as a true pioneer in sustainable tourism.
More on the new regulations.
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