Sustainable tourism: how to choose the right label for your organisation?

1Why sustainable tourism is no longer optional in 2026

Tourism is one of the sectors with the largest gap between image and impact. Nearly 10% of global CO2 emissions are attributed to it (Accor, 2024 Integrated Report), and pressure comes from several directions: regulation through CSRD for the largest groups (more than 1,000 employees and €450 million in turnover since the Omnibus), which pass data requests on to suppliers; commercial pressure from corporate buyers filtering providers on environmental data; and consumers, with travellers checking labels before booking.

This pressure has moved sustainable tourism from activist commitment to business strategy. Hotel groups publish SBTi-aligned pathways (Science Based Targets), tour operators factor their carbon impact into trip prices, and destination management companies build traceable value chains. Serious processes almost always involve a label, which primarily serves as a safeguard: third-party auditing requires evidence to be put on the table.

Starting with the label exposes you to greenwashing. The sequence that works starts with an assessment, builds an action plan, trains teams and leaves the label until last. This guide follows that order, then compares labels.

2Building a sustainable tourism process in 5 steps

A structured sustainable tourism process takes 18 to 24 months before achieving a first credible label. The 5 steps below sometimes overlap, but their order matters.

1. 360° assessment: measure before promising

A credible process starts with a complete baseline. For accommodation, this covers energy (gas, electricity, oil, wood), water (consumption, treatment), waste (volumes by stream, sorting rate), purchasing (food, linen, cleaning products) and guest mobility (arrival mode, average distance). For a travel operator, the inventory covers services sold: transport, partner accommodation, activities. Without this quantified foundation, it is impossible to identify the sources that weigh most or set realistic targets.

For eligible organisations (fewer than 500 employees, including micro-enterprises), Bpifrance and ADEME’s Diag Décarbon'Action funds a full Bilan Carbone® (scopes 1, 2 and 3) and an action plan: the €10,000 excluding VAT service is subsidised at 40%, leaving €6,000 excluding VAT to pay. The Fonds Tourisme Durable, which ADEME reserved for accommodation and catering businesses, has been closed since July 2024; funding available in 2026 should be checked with your region and ADEME’s regional office.

2. Pathway: choose 3 or 4 levers

The classic mistake is spreading effort too thinly. An effective process concentrates on 3 or 4 major levers, with quantified targets and a budget. For a hotel, these are typically energy demand reduction (HVAC control, insulation), changes to the food offering (short seasonal menu, local sourcing), water management (aerators, recovery, laundry optimisation) and waste (food waste, sorting at source).

This ranking commits the organisation: the 3 or 4 chosen areas will be audited, communicated and defended before a board or commitments committee. They must therefore be deliverable.

3. Train and involve teams

This is the most frequently underestimated step: no label holds up if only management drives the process. A guest who asks a waiter where the fish comes from and hears "I do not know" erases months of effort in 30 seconds. A cleaner putting waste management had separated into the same bin destroys credibility just as quickly.

It means training each employee on the commitments made, appointing a sustainability lead with dedicated time, tracking indicators together each month and opening discussion to clients and suppliers. These habits take 6 to 12 months to establish.

4. Seek validation: the label as a third-party audit

The label enters at this stage, with 2 roles. Internally, preparing for the audit requires evidence to be formalised, gaps filled and previously implicit practices documented. Externally, a recognised label audited by an independent third party carries more weight than any unverified promise on a website.

The right label still needs to be chosen, as the rest of this guide explains.

5. Communicate and sustain the process

Once obtained, the label is displayed on site, on a dedicated website page, on OTAs and booking platforms, and in an annual commitments report. Communication must stay within what is proven, particularly as the European Empowering Consumers Directive (EU 2024/825) has applied since 27 September 2026 (France has not yet transposed it). Labels are renewed every 1 to 3 years depending on the framework: the process must last beyond the initial audit.

What a label provides

Beyond the signal to consumers, a serious label provides 3 often underestimated benefits. The first is a framework structuring the process: audit criteria ensure nothing is forgotten. For a manager starting out, it serves as a complete checklist: water, energy, waste, purchasing, teams, governance, communication.

The second is credibility with B2B partners. Corporate buyers, social and economic committees and event agencies use labels as a first filter: a Clef Verte or EU Ecolabel hotel enters tenders from which an unlabelled hotel is automatically excluded. This is particularly true for major clients feeding their own scope 3 reporting.

The third is protection around claims. As anti-greenwashing rules tighten in France and Europe, talking about "our responsible commitments" without audited evidence becomes legally risky; a third-party label provides verifiable evidence that secures communication.

3The 2026 label landscape: 4 families

Sustainable tourism labels fall into 4 families, according to what you want to highlight. Choosing the wrong family means pursuing a label that does not address your business.

Accommodation and catering: Clef Verte, EU Ecolabel

This is the market’s most mature segment. Clef Verte, managed by the association Teragir, is the leading international label dedicated to tourist accommodation and catering. In 2026, it passed 3,035 certified establishments, an increase of 25% in one year (source: Teragir press release, 2026 awards). It is the reference label for those starting a structured process: a demanding framework, annual audit and consumer recognition.

The EU Ecolabel, the Union’s official label, is more technically demanding but less widespread: a heavier procedure and stricter criteria in exchange for unmatched institutional recognition. Green Globe plays a comparable role internationally, particularly for resorts and luxury hotels. For catering, Écotable has established itself as the French reference, with a sector-specific framework (sourcing, waste, cooking energy).

Travel operators: ATR and Travelife

For tour operators, agencies and destination management companies, the reference label in France is ATR - Agir pour un Tourisme Responsable. Its framework comprises 3 areas, 16 criteria and 42 indicators covering the environmental, social and economic dimensions of an operator’s activity. Since February 2025, ATR has operated in official partnership with Travelife, an international standard widely adopted by European tour operators: a French operator can thus gain international visibility with a single audit.

For solidarity-based travel, ATES (Association pour le Tourisme Équitable et Solidaire) offers a fair travel label, with a more activist positioning but recognition in the socially committed travel market.

Destinations and sites: Pavillon Bleu, Biosphere, Grand Site de France

This family addresses local authorities, parks and sites rather than businesses: a destination’s tourist office, a natural site manager, a port authority. Pavillon Bleu is the best known in France (beaches and ports), also managed by Teragir. Biosphere (Responsible Tourism Institute) certifies destinations aligned with the United Nations’ 17 Sustainable Development Goals. Grand Site de France recognises outstanding natural sites managing visitor numbers, a central issue in the face of overtourism.

At company level: B Corp, ISO 14001, Lucie 26000

This family groups cross-sector labels extending beyond tourism. B Corp has become a reference for companies seeking validation of their overall performance (governance, employees, community, environment, clients). Since B Lab’s new standards published in April 2025, the minimum score of 80 points has disappeared: certification requires mandatory criteria across 7 topics, including climate action, with requirements strengthening at 3 and 5 years. ISO 14001 certifies an environmental management system, more technical and process-oriented. Lucie 26000 is the French equivalent aligned with ISO 26000 (CSR).

These company labels complement a sector label without replacing it. A B Corp hotel chain whose individual sites lack Clef Verte sends an incomplete signal.

4Choosing the right label for your organisation

Once the family is identified, the choice rests on 3 criteria: your type of organisation, priority commercial audience and maturity level. The calculator below cross-references 12 labels recognised in 2026 across these 3 dimensions; it provides a starting point to refine for your situation.

The calculator: your profile in 3 questions

The tool filters labels through 3 questions: what you operate (site, travel service, destination, group), whom you primarily want to address (consumers, B2B, social and economic committees, international audiences), and where you stand (starting out, already certified, mature). These 3 criteria suffice to produce an initial shortlist suited to your case.

3 examples: Eklo, Huttopia, Accor

These 3 French companies each show, in their segment, how to connect strategy and label choice. None is exemplary in every respect.

Eklo Hotels: 100% of its portfolio Clef Verte-certified in 2025

Eklo, founded in 2014, operates around ten budget hotels in France designed from the outset as eco-responsible establishments: timber-framed buildings, local purchasing, controlled energy use and a short food menu. In 2025, the whole Eklo portfolio was Clef Verte-certified, making it one of the few French hotel chains with 100% coverage. The process forms part of a long-term CSR strategy structured around 4 areas: energy demand reduction, local roots, shared governance and affordable pricing.

The case is instructive because the label validated a coherent brand built from the outset, rather than dressing up an existing project. The group avoids "neutrality" claims and communicates verifiable practices (materials, suppliers, consumption), which is more legally defensible than the broad claims targeted by the European Empowering Consumers Directive (EU 2024/825), applicable since 27 September 2026.

Huttopia: the outdoor brand structuring its CSR

Huttopia, the French operator of campsites and holiday villages with unusual accommodation (cabins, lodge tents), has made CSR commitment a pillar of its identity. In 2023, the group signed the UNWTO Global Code of Ethics for Tourism, a step few French camping businesses have followed, and joined Alliance France Tourisme in 2024 to influence the sector’s public policies.

At Huttopia, brand positioning (immersion in nature, restraint, simplicity) translates into concrete commitments, which in turn reinforce that positioning. Michel Durrieu, head of the international division, sums it up: "I do not believe people will travel less" (our translation) (Revue Espaces, no. 362, September 2021). The group’s bet is to transform travel rather than restrict it.

Accor: a listed group’s strategy in the face of overtourism

Accor, Europe’s leading hotel group, has published a report compliant with the European CSRD directive since 2025. Its 2024 integrated report acknowledges that the travel sector generates nearly 10% of global carbon emissions and sets an SBTi-aligned pathway. In practice, the group combines 2 approaches: a circular economy policy published in November 2024 (resource management, eliminating single-use plastic, tackling food waste) and sector work on destinations affected by overtourism (Venice, Barcelona), where Accor runs projects to spread visitor numbers.

Accor’s case shows how a listed group connects 3 levels: sector labels at sites (Clef Verte or Green Globe depending on the brand), CSRD reporting at group level and sector-wide commitments.

5Funding the process and securing communication

When moving to action, managers mainly ask 2 questions: how to fund the initial scoping, and how to avoid the legal pitfalls of environmental communication. It is better to address them before starting the process.

Funding the assessment in 2026

A sustainable tourism process represents a real investment. From 2021 to July 2024, ADEME’s Fonds Tourisme Durable, created under France Relance, funded part of these costs for accommodation and catering businesses. This fund is closed: funding available in 2026 should be checked with your region and ADEME’s regional office.

It had 2 parts: an environmental assessment by a listed consultancy, then investment support for energy renovation, efficient equipment, water and waste management, from €5,000 to €200,000 depending on the work and organisation’s size.

For a full Bilan Carbone® (scopes 1, 2 and 3) before pursuing a label, Bpifrance and ADEME’s Diag Décarbon'Action is currently the most accessible scheme: €6,000 excluding VAT remaining cost for 12 days of service over a maximum of 10 months, including an action plan, for companies with fewer than 500 employees. The 2 processes combine: you can make a public commitment through France Tourisme Durable (Atout France’s official platform), then structure measurement with a Diag Décarbon'Action. For transition investments, ask your region and ADEME’s regional office.

Greenwashing: the 6 mistakes to avoid

Tourism has historically been exposed to greenwashing. Here are the 6 most frequent mistakes, observed on Celsius assignments and documented by ADEME and professional associations.

• A label invented by the establishment itself, with a logo imitating genuine labels, without an audit or public framework. First check that the cited label appears on a recognised body’s website (Teragir, ATR, European Commission, B Lab).
• A label whose approval has not been renewed. A label is valid for 1 to 3 years; continuing to display it afterwards is a penalised practice: validity dates can be checked in the label’s directory.
• A lenient label, awarded through a simple online questionnaire, without an on-site audit or a genuinely independent third party. Obtaining one in under 3 months for less than €500 should raise concern.
• Offsetting presented as a reduction. Buying carbon credits does not reduce the establishment’s emissions: a credible process displays its reductions first and presents offsetting for what it is, a way to cover residual emissions.
• A vague claim such as "Committed to the planet", "Responsible hotel" or "Eco-friendly approach", with nothing behind it. The Empowering Consumers Directive (EU 2024/825) prohibits these generic statements when no recognised environmental performance substantiates them.
• A detail highlighted to hide the rest: communicating extensively about eliminating plastic bottles while not monitoring the building’s energy consumption diverts attention from the essentials.

6Key takeaways

Choosing a sustainable tourism label comes at the end of a structured process: it depends on what the organisation has implemented and whom it wants to convince.

• The label comes after action: assessment, plan, trained teams, then a validating label. Reversing the order exposes you to greenwashing and failed audits.
• Labels fall into 4 families: accommodation and catering (Clef Verte, EU Ecolabel), travel operators (ATR, Travelife), destinations (Pavillon Bleu, Biosphere), the company as a whole (B Corp, ISO 14001). Identify your family first, then compare.
• A label is chosen according to whom it must convince (individual clients, B2B, social and economic committees), more than its profile.
• ADEME’s Fonds Tourisme Durable has been closed since July 2024. For Bilan Carbone®, Diag Décarbon'Action brings the remaining cost to €6,000 excluding VAT; other funding should be sought from your region and ADEME’s regional office.
• 6 greenwashing mistakes recur: an invented, expired or lenient label, offsetting presented as a reduction, a vague claim, a detail highlighted to hide the rest. The Empowering Consumers Directive (EU 2024/825), applicable since 27 September 2026, tightens the framework; France has not yet transposed it, but French law already penalises misleading claims.

In organisations that successfully make the transition, the label serves as a structuring and evidence tool. The pathway, investments and team training belong to the business project, and that project then determines which label to pursue.

Sources: Teragir (2025 Clef Verte awards, 2025 press release), ATR (public 2025-2026 framework), ADEME (Fonds Tourisme Durable, National Consumer Council’s Environmental Claims guide, recommendations on carbon neutrality), Bpifrance (Diag Décarbon'Action), Accor (2024 Integrated Report, Circular Economy Policy Nov. 2024), Eklo Hotels (2025 CSR Commitment page, 2023 long-term CSR strategy), Huttopia (Revue Espaces no. 362, Sept. 2021; Alliance France Tourisme 2024-2025), Global Sustainable Tourism Council (GSTC), EU Empowering Consumers Directive (EU 2024/825).

Further resources

Frequently asked questions

1How long does obtaining a sustainable tourism label such as Clef Verte take?

Allow 6 to 12 months between application and award for Clef Verte or EU Ecolabel, depending on initial readiness. The timetable includes preparing the application (2-3 months), the on-site audit (1 month) and the jury’s decision (1-2 months). Organisations starting from scratch should allow an additional 12 to 18 months beforehand to establish the operational fundamentals that will pass the audit.

2How much does a Clef Verte or EU Ecolabel label cost?

The direct label cost is moderate: Clef Verte charges an annual membership fee on a sliding scale according to establishment size (typically €250 to €1,200 excluding VAT/year). EU Ecolabel has a similar fee. The real cost comes beforehand: assessment, operational compliance (equipment, training, sourcing), possible consultancy support. A medium-sized hotel starting out should allow €8,000 to €25,000 over 12 to 18 months to reach audit readiness, excluding major investments (particularly energy renovation).

3Is a tourism SME covered by CSRD?

Not directly: since the Omnibus I directive, CSRD only targets companies with more than 1,000 employees and €450 million in turnover. However, it is indirectly affected as soon as it works with corporate clients (hotel groups, event agencies, major clients) that must themselves feed their scope 3 reporting. This cascading mechanism explains why B2B buyers now request quantified data even from SMEs outside the requirement. See our CSRD guide for SMEs for details.

4Should several labels be combined (Clef Verte + B Corp, for example)?

This can make sense for a mature organisation wanting to combine sector credibility (Clef Verte speaks to individual clients and OTAs) and company credibility (B Corp speaks to investors and major clients). Combining them requires substantial governance effort: 2 audits and 2 frameworks to maintain. For an organisation starting out, it is better to pursue a strong sector label first and consider a company label only after 2 or 3 years of stabilisation.

5Is the ATR label internationally recognised?

Yes, since February 2025, thanks to its official partnership with Travelife, an international standard widely adopted by European tour operators. An equivalence grid between the ATR framework and Travelife’s "Partner" level has been validated. A French ATR-certified operator can thus appear on international platforms filtering on Travelife without repeating a full audit, which matters for tour operators selling internationally.

6How can a Bilan Carbone® be funded before pursuing a label?

For a tourism SME with fewer than 500 employees, Bpifrance and ADEME’s Diag Décarbon'Action is the most accessible scheme: the €10,000 excluding VAT service is subsidised by €4,000, leaving €6,000 excluding VAT to pay for a full Bilan Carbone® (scopes 1, 2 and 3) and an action plan. France Tourisme Durable (Atout France’s platform) also offers a free starting point: a commitments charter, sector resources and networking. The Fonds Tourisme Durable, which funded accommodation and catering investments from 2021 to July 2024, is closed: for investments, contact your region and ADEME’s regional office.

7Can a tourism company declare itself "carbon-neutral" in 2026?

In France, it is still possible for a product or service, but under strict conditions. The decree of 13 April 2022, implementing the Climate and Resilience Act, has required publication of a product or service emissions assessment, a reduction pathway and details of offsetting projects since 2023. The European Empowering Consumers Directive (EU 2024/825) goes further: since 27 September 2026, in countries that have transposed it, claims based solely on offsetting ("climate-neutral", "CO2-neutral", "100% offset") are prohibited for products and services; in France, this ban will arrive with the transposing law, adopted by the Senate in February 2026. ADEME has recommended avoiding the term at company level since 2022. Defensible practice is to discuss quantified emissions reductions, present contributions to collective neutrality through verified projects (label Bas-Carbone, VCS, Gold Standard), and clearly separate the 2. Businesses that communicated neutrality began rewording their messaging in 2023-2024.

8What are the main sustainable tourism labels?

They fall into 4 families. For accommodation and catering: Clef Verte (more than 3,000 certified establishments in 2026), the more technically demanding EU Ecolabel, Green Globe for resorts and luxury accommodation, Écotable for catering. For travel operators: ATR, internationally recognised through Travelife, and the ATES label for solidarity tourism. For destinations: Pavillon Bleu, Biosphere, Grand Site de France. At company level: B Corp, ISO 14001 and Lucie 26000, which complement a sector label without replacing it.

9How do Clef Verte (Green Key) and EU Ecolabel compare?

Clef Verte, the French version of Green Key managed by Teragir, is France’s most widespread accommodation and catering label: a demanding framework, annual audit, good consumer recognition and more than 3,000 certified establishments in 2026. EU Ecolabel, the Union’s official label, is more technically demanding, with a heavier procedure and stricter criteria, but less widespread; its strength is unmatched institutional recognition. For an organisation starting a structured process, Clef Verte is the reference label.

10Should a Bilan Carbone® be carried out alongside a label?

Yes, the 2 processes complement each other. A label such as Clef Verte or EU Ecolabel assesses practices (energy, water, waste, purchasing) but does not measure the establishment’s carbon footprint. Bilan Carbone® quantifies emissions across scopes 1, 2 and 3 and provides the assessment foundation, which must precede the label to avoid greenwashing. Above 500 employees (250 overseas), BEGES is mandatory. For an SME, Bpifrance and ADEME’s Diag Décarbon'Action funds a full Bilan Carbone® and an action plan for around €6,000 remaining cost.

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