What requirements must tourism services comply with to be allowed on the European market?

European tour operators need to follow strict regulations to make sure their customers are protected financially and will be safe whilst travelling overseas. If you want to do business with them, you need to make sure that your business meets their standards. European tour operators are bound by the European Package Travel Directive, which is the most important legal requirement for them.

1. What are the mandatory requirements for tourism services?

There are several requirements you should be aware of. These are the European Package Travel Directive, business insurance and the General Data Protection Regulation (GDPR). Regulations around sustainability are changing in Europe, and requirements are becoming stricter. You need to be aware of these and how they may affect you when doing business with European businesses.

European Package Travel Directive

The European Package Travel Directive protects European travellers’ rights when they book package holidays. These rights include cancellation, liability, repatriation and refunds. Put simply, a ‘package’ is defined as two different types of travel service for the same trip or holiday, booked at the same time, with the same tour operator, whether booked in person, online or by phone. For instance:

• A flight and a hotel;
• A hotel and car hire;
• Several travel elements booked at the same time, such as accommodation, tours, attraction tickets and a transport option;
• Travel services sold for one total price, often advertised as a ‘package’, ‘holiday’ or ‘city break’.

In March 2026, both the EU (European Union) and UK (United Kingdom) made amendments to the legislation to strengthen package travel law. This happened because cancellations made during the Covid-19 pandemic and travel company failures showed how confusing the existing rules could be for both travellers and businesses.

In the EU, the revised Package Travel Directive is about making it clearer when a trip counts as a package. This gives travellers stronger cancellation and refund rights, and putsclearer rules around vouchers. The new EU rules make clear that online combinations of services can be called a package where traders are linked and the booking process is closely connected. They also confirm that travellers can refuse vouchers and ask for a refund instead, with the standard refund deadline still being 14 days. Free cancellation rights are also widened.

The UK reforms amend the existing Package Travel and Linked Travel Arrangements Regulations 2018, which are retained EU-derived law. The government’s stated aim is to keep the core consumer protections for package holidays but make the regime clearer and more fair for businesses. The biggest UK change is the removal of the separate and often confusing category of linked travel arrangements. Linked arrangements that look and feel like packages will become full packages, giving customers protection. The objective of the policy is to reduce confusion, especially for smaller tourism and hospitality businesses that refer customers to other local providers.

However, packages make up a smaller share of global travel bookings than independent travel bookings. About 45% of sales made through travel agencies are packages, although EU and UK packages have stronger rules than elsewhere in the world. This means 55% of travel sales are made independently. The market for packages continues to be strong as they offer convenience, price certainty, financial protection and reassurance in a complex environment.

If you want to sell travel services to European tour operators, they will expect you to have adequate liability insurance and insolvency protection so they follow the European Package Travel Directive. You need to be able to give them full details of your insurance policies.

Business insurance for tour operators

Insurance for tour operator businesses can cover many different areas. The most important types of insurance for you to consider are:

• Liability insurance;
• Professional indemnity insurance;
• Financial failure.

European tour operators have the responsibility to provide the holiday the customer has paid for. They take out liability insurance to protect themselves in the event of accidents or injury, and they are held liable. If you supply European tour operators, you need to have liability insurance in the event that an accident or injury occurs during an activity you have provided. 

Your liability insurance should also cover tours that you sell to independent travellers directly. Although most travellers take out personal travel insurance to cover them in the event of an accident, you must not rely on that being the case. Independent travellers will be more confident in your services if you tell them that you are fully insured in case of accidents. 

Professional indemnity insurance covers businesses in the event of professional mistakes or negligence. Liability and indemnity insurance are often provided together in an insurance policy and are recommended.

Financial failure insurance protects your customers’ money in case your business fails. The European Package Travel Directive obliges European tour operators to have an appropriate level of financial protection in place. 

If you have an insurance policy in place, make sure it is fit for purpose. Contact your insurance broker and ask them to describe exactly what your policy covers. Ask them to send you your policy documents again if you are unsure.

AI (Artificial Intelligence) is having a major impact on the travel insurance sector. Consumers buying travel insurance from a standard product bought at checkout can expect to receive a more personalised and responsive service. Insurers are using AI to offer cover that better matches the traveller, destination and activity, to provide faster quotes, handle simple claims more quickly, detect fraud and give 24-hour customer support in different languages. 

For tour operators in low and middle-income countries (LMICs), the main message is that insurance companies and European partners may  expect clearer information about your trips, risks, safety procedures, cancellation terms and customer data more and more often. Good records and accurate product descriptions will make it easier for insurers and tour operator partners to assess risk, offer suitable cover and respond quickly if anything goes wrong.

General Data Protection Regulation (GDPR) 

In 2016 the EU adopted the General Data Protection Regulation (GDPR) that replaced the 1995 Data Protection Directive. It became law across the EU in May 2018. The UK still complies with GDPR even though it left the EU. The Data Protection Act 2018 came into force in the UK at the same time as the GDPR and supplements the GDPR so it operates in the UK environment under similar rules. 

The purpose of the GDPR is to protect customers’ privacy. It directly refers to the storage, processing and sharing of personal data. Personal data ranges from name and address, email, bank details, social media data, passport information, biometrics and online identifiers, such as IP address. 

Figure 1: What is Personal Data?

Source: Acorn Tourism Consulting, 2026

The GDPR has a large effect on the European travel industry as it directly relates to the handling of travellers’ personal data. However, it also affects any company in the world that processes the personal data of people who live in the EU or UK. If you sell directly to European consumers, it will affect you too. 

The major changes that came into law in May 2018 that you must comply with include (but are not limited to):

• Clarity: privacy policies need to be written in clear, direct language.
• Consent: users must give permission before their data can be used. This means users actively need to ‘opt in’. Only listing ‘opt out’ options are no longer permitted.
• Transparency: businesses must clearly inform users if data is transferred outside the EU or UK. Businesses are allowed to collect data for a well-defined purpose and must tell users if this purpose changes. 
• Stronger rights: users have full rights to access their data and request their data to be erased. Businesses must inform users without delay in the case of a harmful data breach. 
• Stronger enforcement: the European Data Protection Board has the power to impose fines for non-compliance of up to €20 million, or 4% of a company’s worldwide turnover. 

You should also be aware of the EU AI Act that applies to countries outside Europe too. Any non-EU tour operator targeting EU citizens or using AI systems based in the EU must comply fully. Prepare for ongoing compliance as the Act is gradually being implemented with staggered deadlines. Non-compliance can lead to penalties similar in scale to GDPR fines. Check the implications of the EU AI Act on hospitality.

Sustainability regulations in Europe 

Regulations on sustainability in tourism are becoming stricter across Europe, and there are more requirements that tourism businesses need to comply with. The EU Sustainability Regulations White Paper 2025 outlines three major new EU laws that will affect how tourism companies communicate and report their sustainability efforts. These are the Corporate Sustainability Reporting Directive (CSRD), the Empowering Consumers for the Green Transition Directive (ECGTD) and the Green Claims Directive (GCD). However, in June 2025, it was reported that the GCD is back in the review stage with no timeline for implementation.

These measures aim to ensure companies are transparent, accurate and accountable in describing their environmental and social impact.

The CSRD requires large companies to report their sustainability performance in a consistent, standardised format. It also introduces a simpler, voluntary reporting pathway for smaller businesses, helping them adopt similar practices gradually.

For small tourism enterprises, the ECGTD and GCD are especially relevant, as both focus on preventing greenwashing. The ECGTD restricts businesses from using vague or unsubstantiated terms such as ‘eco-friendly’ or ‘climate-friendly’ unless they can provide solid evidence. This could be a complete explanation of your eco-friendly actions or proof that your tour reduces emissions compared with an alternative.

While the smallest companies will not be affected immediately, they will be expected to meet these requirements in the coming years. These directives will help small tourism businesses build greater trust with travellers by encouraging credible evidence, clear communication and the use of recognised sustainability certifications. You should be aware that Europeans are more and more aware of greenwashing.

Meanwhile, sustainable behaviour among European residents continues to rise. Positive attitudes towards environmental responsibility are becoming the norm. At home, people routinely recycle, conserve water and energy, walk, cycle or use public transport, and invest in electric vehicles more and more often. Unsurprisingly, they expect to continue these habits when travelling abroad.

Figure 2: How to spot greenwashing and what to avoid

Source: Akepa, 2025

Have a risk management policy

Knowing how to manage risks and crises in tourism is vital for tour operators. Your buyers will want to know that you have a robust plan in place in the event of a crisis. Crises often occur when they are least expected, and there should be a clear process so everyone involved in the business knows what to do. 

Download the CBI study Practical tips to manage risks to help you prepare your risk management plan and educate your staff. 

Familiarise yourself with important European tourism resources online

For extra support and information about trading with European businesses, look at these websites regularly. Building your knowledge about Europe, Europeans and European businesses will help you to understand the market more clearly so you can make relevant insights and decisions.

• Eurostat compiles tourism statistics for EU countries.
• The Office of National Statistics (ONS) compiles tourism statistics for the UK. 
• Access2Markets for more information on import rules and taxes in the EU.
• For a full overview of certification schemes in the sector, consult the ITC Sustainability Map. Click on the Product dropdown menu and select Tourism Services. 
• Also bookmark and use UN Tourism’s tools for data, publications and statistics. 

2. What additional requirements and certifications do buyers ask for in the tourism sector?

Putting sustainable business practices in place is an important requirement for European buyers. This includes considering whether to become certified as a sustainable supplier or not. Writing a business plan is an important process in being a responsible tourism business and a professional supplier of tourism services.              

Requirement to be a sustainable tourism business

Sustainability in tourism is becoming normal practice. If you do not embed sustainability in your business, European tour operators will not do business with you. Some European tour operators will only work with suppliers that are certified sustainable, like German operator ASI Reisen, which specialises in adventure, walking, cycling and community-based tourism (CBT). 

Travellers are also more and more concerned about their carbon footprint. They also want to minimise their impact on the environment and maximise benefits to people and places. Sustainability certification is not fully compulsory in the tourism industry, but it may become so in a few years.

The best thing to do is to become certified as a sustainable tourism business. If you are certified, European tour operators know that you share their values and understand the urgent need for sustainable actions. There are many certification schemes on the market for you to consider. These include global schemes like Travelife, and regional or countrywide schemes like Costa Rica’s CST scheme. 

Many schemes are accredited by The Global Sustainable Tourism Council (GSTC). The GSTC establishes and manages global sustainable standards, known as GSTC Criteria. GSTC does not certify businesses directly. Instead, it approves (or ‘accredits’) independent certification bodies to carry out audits. The GSTC Industry Standard for Tour Operators provides guiding principles and minimum requirements that tour operators should aspire to, to protect and sustain natural resources. 

Other schemes that are not GSTC accredited are still important on the market as GSTC accredited schemes are generally more expensive than other schemes. Often the schemes are aligned with GSTC criteria. They tend to be cheaper for smaller businesses and will help you on the long journey to becoming sustainable. 

Table 1: Examples of Sustainable Certification Schemes 

Source: Acorn Tourism Consulting, 2026

European tour operators know that it can be expensive for small businesses in LMICs to become certified. But they still want to know that the suppliers they work with are doing all they can to be sustainable. This means if you cannot afford to be certified right now, you need to adopt as many sustainable actions as you can. The actions must be measurable, and you must tell everyone what you are doing. 

Have a comprehensive business plan in place

A business plan is a useful business tool for any business, small or large. You should have one as a local tour operator. It is a written document that outlines the objectives of your business and formulates how you will achieve your goals. Essentially, it is your 3–5 year action plan that is under constant review. 

Your business plan should include 7 main sections:

1. Executive summary. This provides a brief summary of what is in the business plan. Although it comes first in the document, you should write it last, when your business plan has been prepared. It is an important section as, in some cases, potential investors or partners may decide whether to work with you based on your executive summary. 
2. Company overview. This section outlines what your business does. It is like the ‘About’ section of your website. It should feature the vision and/or mission for your business. It should also include information about the ownership and management of the business, where your office is based and an outline of your current assets and debts. 
3. Operations plan. This section provides information about the day-to-day operation of your business: the tours/experiences you offer, where they go, what is included in the tours.
4. Market analysis. In this section, you should detail who your target market is and who your major competitors are. You should also include information relevant to the local market, like new developments and emerging trends.
5. Implementation plan. This section outlines how you bring your tourism product(s) to market. You should include a SWOT analysis (strengths, weaknesses, opportunities, threats), marketing plan (online and offline) and pricing strategies. 
6. Team summary. This section covers your current and future staffing needs and training processes.
7. Financial plan. This section includes your income statement, cashflow forecast and balance sheet. 

Practice responsible tourism

Responsible tourism is strongly linked with sustainable tourism. It refers to the implementation of responsible (or ethical) business practices, particularly in terms of the protection and welfare of children, wildlife preservation, environment protection and overtourism. You should write your own responsible tourism policy so buyers know you are a responsible tour operator. See this example of a responsible tourism policy from Msafiri Tours in Uganda. 

Many European tour operators have signed up to the Code. It is an industry-driven initiative to fight against the sexual exploitation of children in tourism. An example of the Code in practice is prohibiting orphanage tourism. Visits to orphanages in LMICs are seen as a form of child exploitation more and more often. There are many reported cases of children being kept in poor conditions, denied food and clothing and other essentials to attract more money from visitors. Many European tour operators have removed trips to orphanages from their itineraries altogether. 

Conserving wildlife is another important issue for the tourism industry. Wildlife tourist attractions that offer close animal interactions like touching or riding wild animals are considered negative to the animals’ welfare and ongoing species conservation. It is important not to promote activities like these. Responsible European tour operators will expect their suppliers to act on this. 

See how this local tour operator in Cambodia puts wildlife conservation at the centre of its business. Jahoo Gibbon Camp runs guided gibbon and wildlife tours in Keo Seima Wildlife Sanctuary, supporting indigenous Bunong guides, local jobs, habitat protection and endangered primate conservation. If you operate wildlife tourism, download the CBI study Entering the European market for wildlife tourism products to find out more about acceptable practices and standards that shape this niche.

Overtourism occurs when there are too many visitors to a particular destination. This has negative impacts on the environment and destination, and on local people’s quality of life. European tour operators are very aware of the negative effects of overtourism. At the same time, more travellers are choosing to avoid very touristy places. It is important to understand the impact of overtourism on your destination and to have measures in place to prevent it. Measures include encouraging tourists to visit other sites and encouraging travel in other seasons. 

Figure 3: It is important to address overtourism at popular sites like Prambanan Temple in Indonesia

Source: Abiyyu Zahy at Unsplash, 2023

It is good to learn from other providers. This local tour operator in Nepal helps visitors avoid overcrowded tourism hotspots. Amigo Treks & Expedition promotes secondary and lesser-known areas. It helps reduce pressure on fragile destinations while spreading tourism income to more local communities.

Implement a Code of Conduct

In tourism, a supplier code of conduct is a set of guidelines that outlines the expectations and standards that tour operators expect from their suppliers. It is linked to responsible tourism. Tour operators will use their codes of conduct to evaluate new suppliers to ensure they can meet their standards. 

Codes of conduct cover several aspects of responsible and sustainable business practices. These include:

• Ethical business practices: refer to how you work to support local people and locally owned businesses. They also cover the prevention of exploitation of vulnerable people, such as children and indigenous populations, and responsible wildlife tourism practices.
• Environmental sustainability practices: refer to expectations around the protection of the natural environment.
• Social responsibility: refers to how you work with your own staff to promote health and well-being, and employ practices that are inclusive, promote diversity and avoid discrimination. 
• Health and safety requirements: these refer to the safety management of your guests and staff.

Promote your business as a professional supplier

European tour operators need to meet the needs of their customers in a professional way. Working with local Destination Management Companies (DMC) and being a member of a local or national tourism association are good ways to boost your professional profile.

Many European tour operators work with DMCs based in the countries they send their clients to. DMCs are responsible for ensuring all their local operator suppliers comply with their requirements. If you sell your tours through a DMC, it will help you build your professional profile. 

Being a member of a national or international tourism association will also help to boost your credentials among both DMCs and European tour operators. The national tourism association, or tourist board, is a good place to start. The Adventure Travel Trade Association (ATTA) is a global membership organisation for lots of travel companies including tour operators. Becoming a member of an organisation like ATTA can help you to promote your business to a wider audience. 

There are different levels of ATTA membership, starting at Community Membership, which is free. You will have access to some free research and webinars. It costs US$150 (€129) a year to be a Professional Member (for individuals), which gives you access to more benefits including discounts on training courses. It is US$350 (€300) per year for Business membership. Explore the options to see which would suit you best.

Membership of associations can bring additional benefits, including:

• Networking opportunities with similar operators, other professionals in the industry and potential clients. 
• Access to industry insights and events to keep up to date with new trends. 
• Added recognition through awards programmes. 

3. What are the requirements and certifications for tourism niche markets?

There are several requirements and certifications that relate to the tourism sector. These concern standards, certification and best practices. None are mandatory for local tour operators, but if you can comply with as many as possible, you will enhance your reputation and be in a better position to do business with the European market. 

ISO Standards for niche tourism segments

Niche tourism segments like adventure tourism, diving, sailing and wellness can benefit from complying with internationally recognised standards. ISO (the International Organisation for Standardisation) is an independent, non-governmental organisation. It has published more than 19,500 standards that have been internationally agreed by experts. The purpose of standards is to help businesses develop their product or service in the best way possible. Standards can help small businesses to:

• Build confidence in a product that it is safe and good quality; 
• Meet regulations at a lower cost;
• Reduce costs;
• Reach new markets all over the world. 

Standards are developed with a focus on different features, like quality management, environmental management, social responsibility and sustainability. Each standard is given a number (e.g. ISO 20410), followed by the year it was published (e.g. 2017) so you can see how recently the standard was created. 

Read the table below to see if any of the published standards are relevant for your business. 

Table 2: Standards Relating to Tourism 

Source: ISO, 2026

ISO standards can be expensive to carry out. After buying the standard and putting the requirements into effect, if you choose to become ISO certified, you will have to pay to be audited. This can cost upwards of €4,500. Certification is not mandatory. The benefit of purchasing a standard criteria is that you will know what is required and can adapt your business practices accordingly. Once you are ready, you can tell your buyers that you comply with or follow the standard. Getting audited and certified as a next step will add trust and provide additional benefits to your company.

Standards for adventure tourism in the UK

Many countries have their own standards organisations and work with the ISO to publish their own. The ISO 21101:2014 was adapted for the UK market by the BSI, the UK’s National Standards Body. It is known as British Standard for Adventure Tourism (BS8848:2014). It was established to minimise the risks of adventure travel. It is specifically aimed at UK tour operators and providers of adventure holidays abroad. 

Many UK adventure tour operators comply with the BS8848. It is important to them that they can provide their participants ‘peace of mind’ across all activities so they feel safe and well-looked after. It is likely that British adventure tour operators will expect their suppliers to conform with the BS8848. 

For other European countries, take a look at this useful list of national standards related to tourism so you can familiarise yourself with other standards across Europe.

Sustainability standards for adventure tourism

In 2022, Travelife and its partners, including the Adventure Travel Trade Association (ATTA), released 38 activity sustainability standards for the tour operator industry. They are a compilation of best practices relating to adventure activities including CBT, wildlife tourism, mountain biking, hiking and trekking. The aim is to make it easier for tour operators to become sustainable businesses, helping the tourism sector globally meet its sustainability commitments.

The best practices are arranged by topic in the form of useful, practical tips and are free to all. You must sign up as a member of ATTA to download the standards (it is also free to become a member). 

Figure 4: Visiting Traditional/Rural Communities – ATTA’s Sustainability Code of Best Practice 

Source: ATTA, 2022

Green Fins membership for diving businesses

Diving businesses, including dive centres, snorkelling centres and liveaboards, should be responsible and sustainable suppliers. Green Fins is a membership organisation that promotes sustainable diving. It encourages divers, snorkellers, the diving industry and coastal communities to implement environmentally friendly practices to reduce the negative impact on coral reefs. There are many free materials that you can download and use to promote best diving practices. See how the diving operator Red Sea Diving Safari in Jordan has developed its eco-diving concept to be an internationally recognised model of tourism development. 

Figure 5: Being a responsible dive operator

Source: Green Fins

Green Fins has two types of certification:

• Certified membership – for dive businesses based in countries where Green Fins operates. Currently these countries are: Antigua and Barbuda, Dominican Republic, Egypt, Indonesia, Japan, Jordan, Malaysia and the Philippines. Dive businesses are assessed in person every year. Businesses pay what they can afford.
• Digital membership – for dive businesses in other countries where there is no Green Fins operation. Digital membership is through annual online self-evaluation. There is a US$140 initial fee to join and an annual renewal fee of US$60.

Animal Protection Network for wildlife tourism businesses

The Animal Protection Network (APN) by Animondial helps wildlife tourism businesses to protect animals and restore and enhance nature. If you have a wildlife tourism experience and comply with the regulations, you can apply to join the network. It is free at the basic level, and you can display the seal on your website. Membership will impress and reassure European buyers, both tour operators and independent travellers. See how Panthera Africa Big Cat Sanctuary in South Africa displays the seal on its website. 

Figure 6: Animondial – Animal Protection Network Seal

Source: Animondial

Practical tips to ensure Duty of Care in Adventure Tourism

Adventure tourism involves an element of risk. Adventure tourists like to do things that are thrilling and exciting. However, operators of adventure tourism experiences need to provide reasonable care during potentially dangerous activities. If you fail to provide a reasonable duty of care, you may be held liable for negligence. Duty of care in adventure tourism involves:

• Maintaining and replacing equipment regularly so it is always in a good state of repair.
• Hosting the activity or tour in a place that is appropriate for the experience. 
• Making sure the activity is appropriately matched with the skill level of participants.
• Ensuring activities are well-supervised.
• Making sure your staff are appropriately qualified.
• Ensuring you have staff qualified in first aid, and that you have the correct certifications and medical aid.
• Restricting access to dangerous areas or activities that are not within the scope of your tour. 

Understand customer needs across niche tourism segments

The tourism industry is comprised of many niche tourism segments that attract travellers with different needs, wishes and expectations. It is important to ensure you understand what your customer wants so that you can take steps to meet these needs. Some examples of these are:

• Community-based tourism (CBT) tourists want authentic experiences and immersive experiences with local communities. They need to feel they are making an important contribution to their lives. This includes financial benefits but also mutual bonding, each learning something about the other.
• Voluntourists are keen to have a positive effect on the communities they support. Examples include building, conservation and teaching. 
• Adventure tourists are keen to have fulfilling experiences and enjoy several different experiences. Adventure tourism involves at least two activities that are active, outdoors and cultural. 
• Wildlife tourists like to see positive animal welfare and habitat conservation in practice.
• Birders choose destinations where bird life is plentiful and varied, along with specific bird groups and endemic species.
• Divers like to dive in pristine sites with plentiful marine life. They do not want to dive at sites that are overcrowded with other divers. They appreciate following sustainable diving practices like, no touching and taking care around coral. 

Acorn Tourism Consulting Limited carried out this study on behalf of CBI.

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