The innovative nature of CopenPay has sparked global interest. According to Søren Tegen Petersen, CEO of Wonderful Copenhagen, more than 100 organizations from cities and tourism bodies across Europe, Asia, and North America have requested details of the program. This model has inspired other European cities to explore similar options.
Berlin, for example, is preparing a program for 2026 that will reward travelers who choose trains to arrive, extend their stays, select plant-based meals, or engage in sustainable activities. Participants could receive discounts on museum tickets, free bicycles, and meals, all managed through a mobile app and a points system.
In Bremen, a similar strategy is already in place. In partnership with Deutsche Bahn, the city offers surprise packages with vouchers and local gifts to tourists who arrive by train. The idea is to encourage sustainable transport from the very start and position Bremen as a destination committed to the environment.
The momentum does not stop there. Other places, such as Helsinki, have also expressed interest in adopting reward systems to promote greener tourism. Likewise, previous initiatives in Europe show that the idea of rewarding good practices was already present in other contexts: in London, during campaigns such as Plastic Free July, free drinks were offered to those who joined clean-up efforts; in Switzerland, the Swiss Travel Pass gives travelers access to over 500 museums and discounts on mountain trains to those who travel by rail; and in Normandy, France, cultural attractions apply discounts of at least 10% for visitors who arrive by low-impact means such as bike, train, or bus, according to Travel And Tour World.
This shift toward tourism that rewards positive actions is not a passing trend but a movement with multiple benefits. On the one hand, it eases the management of mass tourism without resorting to sanctions, and on the other, it fosters positive interactions between visitors and residents. It also allows destinations to promote real behavioral change among travelers in a fun and accessible way. Analysts point out that these schemes are paving the way for responsible tourism to become the norm rather than the exception.
Cities like Copenhagen, Berlin, Bremen, and many others are transforming their tourism offering. They recognize that sustainability is not only an ethical commitment but also an opportunity to build traveler loyalty and create meaningful, purpose-driven experiences. Instead of imposing, they incentivize; instead of restricting, they reward. This approach is redefining what it means to travel today: to enjoy the destination, contribute positively, and return home with a new way of seeing the world.
