Brand portfolio and visual identity for a EU Green Label of cultural eco-itineraries
Complete toolkit for the launch of the Green Label for cultural eco-itineraries: introduction to the Green Label concept, brand portfolio, key branding elements, visual identity, promotion strategy, follow-up possibilities at EU-wide level.
Project
MED-Routes 
Mission
Sustainable Tourism
Production year
2026
Type of result
Tool
Target audience
Business Support Organisation, Enterprise, except SME, General public, Higher education and research organisation, Interest groups incl. NGOs, Local public authority, National public authority, Regional public authority, Sectoral agency, SME
Covered areas
Coastal area, Mountain area, Rural area, Urban area
Keywords
Circular economy, Cultural heritage and arts, Eu tourism transition pathway
Partners
Pafos Regional Board of Tourism
Issues addressed
The Green Label addresses the challenge of promoting and standardizing sustainable cultural tourism across the Mediterranean. Many small-scale eco-itineraries remain under-recognized and lack clear quality benchmarks, limiting their appeal to eco-conscious tourists and their integration into local tourism strategies. By providing a common certification, visual identity, and promotion framework, the Green Label aims to increase visibility, credibility, and adoption of eco-itineraries.
Added value of the result
The Green Label adds value by offering a standardized, EU-wide certification and promotion framework for cultural eco-itineraries. Unlike fragmented local initiatives, it combines clear sustainability criteria, a cohesive brand identity, and joint marketing strategies, enhancing visibility and credibility. It engages both tourism operators and public authorities, fostering adoption and integration at multiple levels. Additionally, it positions micro-itineraries as replicable best practices, promoting the circular economy and supporting the development of high-quality, environmentally responsible tourism across the Mediterranean.
Transferability potential
The Green Label has high transfer and adaptability potential across EU Cultural Routes and other destinations seeking to promote sustainable tourism. Its criteria, visual identity, and promotion framework can be tailored to local contexts. Successful implementation requires stakeholder engagement, particularly tourism SMEs and local authorities, clear communication of benefits, capacity-building, and integration into existing tourism strategies. Guidance materials, training, and collaborative monitoring are essential to ensure consistent adoption, credibility, and long-term sustainability of the label.
Contribution to SDGs
SDG 11 - Sustainable cities and communities, SDG 12 - Responsible consumption and production, SDG 13 - Climate action
Contribution to the Strategies and EU Policies
EU Circular Economy, EU Tourism Transition Pathway, Macro-Strategies and Actions Plans EUSAIR EUSALP EUSDR
