Since 27 September 2026, Directive 2024/825 has applied across the European Union. It bans generic environmental claims such as "eco-friendly", "green" or "environmentally friendly" when what they say cannot be proven. It bans sustainability labels that are not backed by a certification scheme or a public authority. And it bans presenting as neutral or reduced an impact that is only offset. It applies to websites, advertising, social media and commercial material aimed at consumers, including in tourism.

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In Spain, the rule will be completed by the Sustainable Consumption Act, still going through parliament.

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What stops working: "sustainable rooms", "eco design", "green commitment". What keeps working: concrete statements that can be checked.

A brand that spoke about its values in broad terms used to have, at most, a credibility problem. Now it has a compliance problem. The question for any marketing team is no longer what to say, but what it can prove.

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Well-documented local work is one of the few ways to speak about impact with facts. "The lamp in the lobby was made by a Maker in their workshop, twenty kilometres from the hotel" is not an adjective. It is a fact, with a name, a technique and a place.

Tourist regions are beginning to require circular economy plans from their accommodation. The Balearic Islands are one example: Law 3/2022 on urgent measures for the sustainability and circularity of tourism requires hotels, tourist apartments and rural accommodation to draw up a circularity plan. The plan brings planning, consumption, production and stakeholder relations into the company's strategy.

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A local supplier, with documented origin and process, is useful information for that plan. MA·MA provides it in writing with every piece.

The European Energy Performance of Buildings Directive requires the life-cycle carbon footprint of new buildings to be calculated and declared: from 2028 for those over 1,000 m², from 2030 for all. The obligation starts with the structure, the envelope and the installations, not with the interiors. But the direction of the market is clear: the origin of materials will count, and those who arrive with data will arrive first.

A suite can look like a suite on any coast in the world. The guest who pays for a destination wants to find it inside, and the international buyer wants a home that could not be anywhere else. Local work is the most direct way to give a space that sense of place.

Local creation does not disappear for lack of talent. It disappears for lack of commissions. While the islands are building and renewing their spaces at an unprecedented pace, much of the budget for art, design and interiors is spent elsewhere. The most effective way to protect local creation is to give it work.