In an innovative move that’s turning heads in the travel industry, Copenhagen, Denmark’s bustling capital, has launched a groundbreaking initiative to encourage sustainable tourism. The CopenPay scheme, a pilot program, is setting a new standard for how cities can incentivize visitors to make environmentally conscious choices during their stay.

Imagine arriving at Copenhagen’s Open Air Museum, Frilandsmuseet, on a bicycle or via public transport, only to be greeted with a complimentary coffee as a reward for your green travel choice. Or picture yourself lending a hand in one of the city’s urban gardens and being treated to a free meal in return. These are just a couple of examples of how Copenhagen is creatively encouraging tourists to think and act sustainably.
The CopenPay initiative comes at a crucial time when many popular tourist destinations are grappling with the negative impacts of mass tourism. Cities like Barcelona, Mallorca, and Tenerife have seen protests from locals who feel overwhelmed by the constant influx of visitors. In some cases, the situation has escalated to the point where cruise ships are being advised to alter their routes to avoid confrontations with protest groups.
Copenhagen’s approach stands out as a positive alternative to these growing tensions. Rather than implementing punitive measures or restrictions, the city is choosing to reward good behavior, offering a carrot instead of a stick. This strategy not only promotes sustainable practices but also fosters a more harmonious relationship between visitors and locals.
The concept of “climate rewards” for tourists isn’t entirely new, but Copenhagen’s systematic approach is unprecedented. Other destinations have experimented with similar ideas on a smaller scale. For instance, the Faroe Islands have previously invited “voluntourists” to help repair hiking paths during temporary closures of popular sites. These initiatives highlight a growing trend towards more responsible and sustainable tourism practices.
Copenhagen’s green credentials make it an ideal testing ground for such a scheme. The city is already known for its eco-friendly attractions, like CopenHill, a waste-to-energy plant that doubles as a ski slope. By implementing CopenPay, Copenhagen is not only reinforcing its reputation as a sustainable destination but also setting an example for other cities to follow.
The potential benefits of programs like CopenPay extend beyond environmental concerns. They can help mitigate some of the negative impacts associated with overtourism, a problem that has plagued many popular destinations. Dubrovnik, for example, was named the most “overtouristed” European destination in 2019 and has since implemented measures like fining tourists for dragging noisy suitcases in the old town.
While such punitive measures may discourage certain behaviors, Copenhagen’s reward-based system could prove more effective in encouraging positive change. It creates a win-win situation where tourists feel valued for their responsible choices, and the city benefits from reduced environmental impact and improved relations between visitors and residents.
The success of CopenPay could have far-reaching implications for the future of tourism. If proven effective, similar schemes could be adopted by other cities looking to balance the economic benefits of tourism with sustainability goals. It could mark a shift in how destinations manage visitor behavior, moving from a model of restrictions and fines to one of incentives and rewards.
However, implementing such programs on a larger scale would require careful planning and resources. Cities would need to consider how to fund these rewards, how to effectively communicate the program to visitors, and how to measure its impact on both tourist behavior and the local environment.
Moreover, while rewarding good behavior is a positive step, it’s important to remember that true sustainable tourism requires a holistic approach. This includes infrastructure improvements, education for both tourists and locals, and policies that ensure the benefits of tourism are shared equitably within the community.
As the pilot phase of CopenPay unfolds, tourism experts and city planners worldwide will be watching closely. The program’s outcomes could provide valuable insights into the effectiveness of positive reinforcement in shaping tourist behavior and contribute to the ongoing debate about how to make tourism more sustainable and responsible.
In conclusion, Copenhagen’s CopenPay scheme represents a fresh and promising approach to addressing the challenges of modern tourism. By rewarding visitors for making sustainable choices, the city is not only promoting environmentally friendly practices but also fostering a more positive relationship between tourists and locals. As we look to the future of travel, initiatives like CopenPay may well become the new norm, helping to create a more sustainable and harmonious tourism industry for all.