Coastal tourism offers something for everyone, from cruises to water sports. But with a rise in ecolabels and green claims, how can travellers tell what is green and what is greenwashing?
Summer 2025 is set to be one of the hottest on record in Europe, and millions will once again head for the coast.
The Mediterranean is one of the world’s favourite destinations, attracting one third of global tourists. However, its ecosystems are under growing pressure from the same sector that fuels its economy.
In 2023 alone, the EU recorded 1.1 billion tourist nights, with Italy and Spain leading the way.
It is easy to see why. European coasts offer more than just sea breeze. According to the European Union’s 2024 bathing water assessment, more than 85% of Europe’s bathing waters were rated “excellent”, with Cyprus, Bulgaria, and Greece topping the charts.
But while the activities that draw people to the coast depend on clean and intact environments, tourists often leave places more polluted than they found them.
A 2024 study published in the international journal Nature says that tourism’s carbon emissions have grown at twice the rate of the global economy, and now account for 8.8% of global greenhouse gas emissions.
Coastal tourists leave a trace of pollution behind
“In some hotspots, around 75% of annual waste is generated during the summer season”, says Chloé Martin, Sustainable Tourism Programme Manager at Plan Bleu, the French activity centre of the Mediterranean Action Plan of the United Nations Environment Programme.
From the skies to the seafloor, every tourist leaves a mark on the environment. Martin points out that air travel, accommodation, and plastic waste are the main ecological concerns associated with coastal tourism.
As tourism adapts to climate change, how can travellers make more sustainable choices?
Climate change is projected to have a profound impact on beach tourism and challenge the industry’s resilience, according to the EU Blue Economy Report 2025.
Rising seas, hotter summers, and more frequent extreme weather events are reshaping the physical environment, ecosystems, and amenities that underpin coastal tourism.
This can damage the reputation of many destinations, which is why sustainability and adaptability to climate change are now crucial for many seaside travel companies today.
But as the promotion of ecolabels and sustainability certifications increases, how can travellers tell what is truly green and what is simply greenwashing?
According to the European Commission, 53% of green claims in the EU are vague or misleading.
“They are used so much that people stop believing them,” warns Patricia Puig, a specialist in marine conservation and founder of Oceanogami, a Spanish consultancy company focused on ocean responsibility.
Martin recommends that travellers check whether the issuing body is a private company or an independent public body, and whether the requirements are clear and publicly available, based on international standards that undergo regular verification.
What to look out for on whale or dolphin watching tours?
When booking a wildlife-watching tour, it is key to research beforehand.
“If you look at the promotional pictures of the company and you see a tourist touching an animal, that's not responsible”, warns Puig.
When anchoring a boat, a responsible company would prefer to stabilise the vessel by attaching it to a buoy where possible, rather than always anchoring in the sand, explains Puig, to prevent damaging the seabed. It is also advisable to keep a distance from the animals.
How to snorkel and dive responsibly?
“We are guests in the marine environment”, says Puig, reminding travellers that touching marine animals or plants can spread diseases and disrupt ecosystems.
Even seemingly harmless actions, like removing pieces of coral as souvenirs, can cause lasting damage and should never be encouraged, especially by companies claiming to be sustainable.
To enjoy these activities consciously, Puig recommends choosing certified operators that work with marine biologists and offer tours to small groups, thereby reducing environmental pressure. She also suggests using reef-safe sunscreen.
And jet skiing?
Jet skis disturb wildlife with noise and emissions. Some countries, such as Greece and Italy, are already limiting or banning the use of motorised watercraft in coastal areas to protect both wildlife and coastal communities.
“Underwater noise is very impactful for any organism, including invertebrates, corals, and fish”, Puig told Euronews. Slowing down can significantly reduce harm to wildlife.
Do you want to be sure that your sea holidays are really eco-friendly?
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