Copenhagen has long been regarded as one of the world’s most sustainable cities, but in recent years it has gone a step further — not just reducing its own environmental footprint, but actively reshaping how visitors behave. With the launch of CopenPay, the Danish capital has introduced a bold and practical idea: reward tourists for making climate-friendly choices. Tourism is a significant contributor to global CO₂ emissions, with transportation, short stays, and resource-intensive activities accounting for a large share of its impact. Rather than placing responsibility solely on travelers’ goodwill, Copenhagen chose a different path — one based on nudging, incentives, and positive reinforcement.
What is CopenPay?
CopenPay is a green nudging initiative created by Wonderful Copenhagen, the city’s official tourism organization. First introduced as a pilot project in 2024, it encourages visitors to take concrete sustainable actions during their stay. In return, tourists receive access to cultural experiences, mobility services, and food — turning sustainability into something tangible, enjoyable, and rewarding. Participating tourists could earn benefits by:
• Collecting litter in public spaces
• Cycling instead of using cars
• Taking public transport
• Volunteering at urban farms
• Making low-impact travel choices
In exchange, they were rewarded with:
• Complimentary guided museum tours
• Free bike and boat rentals
• Free vegetarian meals
• Discounts and exclusive access to attractions
A Pilot That Exceeded Expectations
The 2024 pilot ran for just four weeks, yet its impact was striking. During the program:
• Bike rentals increased by 29%
• Tons of litter were collected across the city
• 98% of participants said they would recommend the initiative
The response demonstrated that tourists are willing — even eager — to engage in sustainable behavior when the system is clear, positive, and rewarding.
Scaling Up in 2025
Buoyed by its success, CopenPay returned in summer 2025 on a much larger scale. The second edition expanded:
• From 25 to 100 participating attractions
• From 4 weeks to 9 weeks, running from June 17 to August 17
Participants ranged from major cultural institutions like The National Museum of Denmark and The National Gallery, to innovative urban landmarks such as CopenHill, the ski slope built atop a waste-to-energy plant. Mobility partners like Donkey Republic bike rentals were also deeply involved. A major new focus in 2025 was transport-related emissions, the largest contributor to tourism’s climate impact.
“The biggest climate impact from tourism comes from transportation,”
says Søren Tegen Pedersen, CEO of Wonderful Copenhagen. “So this year we encouraged travelers to take the train to Copenhagen. Furthermore, we want visitors to travel less but stay longer. Therefore, we rewarded visitors who stayed four days or more.”
Tourists arriving by train or electric car, or choosing longer stays, received additional benefits — reinforcing a shift away from short, carbon-heavy city breaks.
The results were even more impressive:
• Cycling increased by 59% compared to the same period the previous year
• Participation numbers multiplied significantly
• Sustainable mobility became the defining feature of the initiative
Unsurprisingly, Copenhagen’s favorite means of transport — the bicycle — took center stage once again.
Inspiring Cities Across Europe
CopenPay’s success has resonated far beyond Denmark. Several European cities are now exploring similar initiatives including in Helsinki, where the initiative has sparked ideas for cross-regional collaboration. “CopenPay is a great initiative, and we would be delighted to build upon that spirit in collaboration with other destinations,” says Nina Vesterinen, Tourism Director of the City of Helsinki. “As a city by the sea, Helsinki is eager to collaborate across the Nordics and the Baltics to promote regenerative tourism and launch a shared initiative focused on restoring the Baltic Sea.”
A Blueprint for the Future of Travel
CopenPay proves that sustainability does not need to feel like sacrifice. By aligning environmental responsibility with meaningful rewards, Copenhagen has created a model that benefits cities, visitors, and the planet alike. More importantly, it shows that systemic change in tourism is possible — not through restrictions alone, but by redesigning incentives and making better choices the easiest, most attractive option. As more cities look to Copenhagen for inspiration, CopenPay may well mark the beginning of a new era in regenerative, climate-conscious tourism.
Read more on VisitCopenhagen.com, WonderfulCopenhagen.com
