SA operators race for green credentials

South African tourism businesses are applying for independent sustainability certification in greater numbers as operators race to get ahead of European Union (EU) rules against unsubstantiated environmental claims due to take effect later this month.

Fair Trade Tourism (FTT) has been building its certified portfolio steadily in recent years from a handful of accommodation and activity providers in South Africa, Mozambique and Zambia to a network that now stretches across eight African countries and includes Uganda, Madagascar, Zimbabwe and mutual recognition partners in Namibia, Botswana, Kenya, Tanzania and the Seychelles.

FTT General Manager Lisa Scriven cites global operators as one of the factors driving African suppliers towards certification. Touristik Union International, for example, requires contracted accommodation providers to hold certification recognised by the Global Sustainable Tourism Council.

EarthCheck is seeing that pressure play out directly in South African enquiries. EarthCheck CEO and Founder Stewart Moore has noted increased interest from South African operators over the past six to 12 months, particularly businesses connected to international source markets and global brands with local properties.

“South Africa is not a new market for us. We have engaged with it for many years and reached out to a wide range of sectors there from stadiums and convention centres to attractions, wineries, accommodation providers and some destinations,” Moore says. 

“It’s been a hard market to build traction in so the recent lift in interest is notable even if it’s early rather than a wholesale surge in applications. The direction is clear and the EU’s Empowering Consumers for the Green Transition Directive is part of the conversation.”

The directive, which comes into force across the EU from September 27, 2026, bans vague or unsubstantiated environmental claims and requires sustainability labels to be supported by independent, third-party verification. It sits alongside the EU’s Corporate Sustainability Reporting Directive, which is drawing European tour operators and agents into reporting on the social and environmental performance of their entire supply chains, including African suppliers.

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