Recently, I came across a South Africa-based tourism representation company that has very elegantly and cleverly branded its portfolio to appeal to rising demand for meaningful, ethical and sustainable travel.
The problem? It is a textbook example of greenwashing.
Not only is this misleading, it is a high-risk marketing strategy for its brand and the brands it represents. Under the EU Green Claims Directive, unverified sustainability statements are a direct violation and ignorance is no defence.
The majority of these properties have no internationally recognised third-party audited sustainability certification. The messaging is polished, the visuals are stunning and the words “authentic”, “impact” and “responsible” appear often but none of it is verifiable.
Here is what this looks like when you remove the gloss:
- Certifications: No proof of any internationally recognised third-party audit. Without verification, it is just marketing.
- Impact data: No published community, conservation or carbon metrics. Compliance now demands measurable disclosure, not adjectives.
- Audits: No mention of external verification. Self-reporting does not meet EU Green Claims standards.
- Supply chain transparency: No traceable or ethical procurement proof. Global buyers now require evidence, not promises.
- Accountability: No visible governance or complaints mechanism. Credibility depends on transparency.
And yet the industry keeps throwing money at the wrong things. The amount of financial resources, particularly in the luxury space, spent on elite, non-inclusive industry events that have evolved into big parties instead of meaningful, strategic networking is staggering. Add to that the business-class flights, overindulgent marketing campaigns and endless self-congratulatory branding, and you have an ecosystem addicted to optics instead of outcomes.
Stop making excuses. Why not reallocate all those frivolous financial resources and actually get your claims independently audited to give your brand credibility and market advantage, and set the example as an industry leader?
There are plenty of low-cost, accessible, inclusive and African context certification and verification solutions available. These not only help your business verify its claims but also strengthen competitiveness and market access, which international partners are now demanding.
Let us stop pretending and start proving.
It is time to get real.
Let’s do better and demand better and start an authentic and high-impact journey together.
