Copenhagen transforms sustainability into a tourist attraction as more than

Copenhagen transforms sustainability into a tourist attraction as more than 100 cities follow its example

09-09-25

Copenhagen has turned sustainability into a competitive advantage for tourism, and its innovative initiative is already being observed by more than a hundred cities interested in replicating it. The Danish capital, in collaboration with its tourism office Wonderful Copenhagen, has launched the CopenPay program, which rewards visitors for environmentally friendly actions—such as cycling, picking up litter in green areas, or participating in urban gardens—by offering free or discounted local experiences and services in return. During its pilot phase, the program inspired a 29% increase in bike rentals, a clear sign that tourists responded enthusiastically to these eco-conscious incentives.

CopenPay follows a simple model: visitors carry out a sustainable action—for example, walking 5,000 steps, taking public transport, composting, joining a canal cleanup, or visiting an urban garden—and provide some form of proof, such as a photo or a ticket. The entire system is based on trust: that Danish DNA rooted in confidence in civic honesty. Rewards are diverse and reflect the country’s cultural values: free entry to museums, kayak rides, coffee, yoga classes, tastings, and even sauna access—as in the case of CopenHot—among many other benefits developed by more than 90 local partners.

The program is not only designed to reduce the negative impact of tourism but also to make the very act of visiting the city a more meaningful and sustainable experience. Livia Haaland, co-founder of Øens Have, an organic urban farm, highlights that CopenPay helps connect visitors with places that embody Copenhagen’s commitment to climate innovation, community, and well-being. Meanwhile, Tobias Weber-Andersen, founder of the NGO GreenKayak, notes the surprise tourists feel when they realize how much waste floats in the canals: “By collecting just three kilos in two hours,” he explains, “you experience an epiphany about how to live more sustainably.”

The initiative responds to a challenge identified by the tourism office: although 80% of visitors expressed a desire to act more sustainably, only one in five knew how to do so. CopenPay seeks to bridge this gap between intention and action, using positive incentives that also encourage the discovery of lesser-known corners of the city.

The idea is already attracting attention: more than a hundred cities have expressed interest in studying the CopenPay model, viewing it as a potential alternative to restrictive or anti-tourist measures—such as quotas, fees, or bans—implemented in other overcrowded capitals like Barcelona or Venice, where overtourism has sparked tensions between residents and visitors.

In this sense, CopenPay represents a creative way of managing tourism: rather than discouraging visitors, it invites them to become “local intermediaries,” guests who act as if they were part of the community and learn new ways of interacting with their surroundings while enjoying small but memorable benefits.

Although the pilot took place between July 15 and August 11, 2024, Wonderful Copenhagen is already evaluating its continuation. The goal is for the program to become permanent and, eventually, be replicated in other destinations, expanding the scope of sustainable tourism on a global scale.

Copenhagen, which has set out to become one of the world’s first carbon-neutral capitals, has already achieved a 42% reduction in emissions since 2005. CopenPay is part of this journey, turning a personal choice—being eco-friendly—into a gateway to unique, fun, and meaningful experiences. Tourism, then, not only leaves memories but can also inspire lasting positive changes in visitors’ behavior.

CopenPay offers a fresh perspective: tourism as a driver of inspiration and responsibility. It is not enough to simply ask for good habits; the key is to celebrate and reward them. On this path, Copenhagen is already leading the way, while other cities closely observe this formula that rewards sustainability and turns travel into something with real impact.

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