Tourism is a major contributor to CO2 emissions and there is a need to change the mindset of tourists and encourage green choices. New research shows a large willingness among tourists to act more responsibly and leave the destination better than they found it.
Last year, Copenhagen changed the agenda of tourism globally by introducing CopenPay as a pilot program where green actions became a currency, allowing visitors to earn free cultural experiences by doing responsible actions. Now, CopenPay is back – more than tripled in size with 90 participating attractions across Copenhagen and running twice as long, 9 weeks.
“By integrating more responsible actions into the visitor experience, CopenPay is redefining how we in Copenhagen approach tourism. Rather than bringing more tourists to the city, the goal with CopenPay is to nudge our visitors and raise their awareness about travelling in a more sustainable way – exploring Copenhagen more responsibly while being rewarded with unique experiences,” says Søren Tegen Pedersen, CEO of Wonderful Copenhagen.
“The biggest climate impact from tourism comes from transportation. So, this year, we encourage travellers to take the train to Copenhagen. Furthermore, we want visitors to travel less but stay longer. Therefore, we reward visitors who stay four days or more by offering benefits like free bike rentals or a vegetarian meal,” Søren Tegen Pedersen says and explains that the initiative aligns with Copenhagen’s ambition to become number one on the global index of most sustainable urban destinations and aims to inspire similar initiatives globally.
Søren Tegen Pedersen says: “Tourism must move from being an environmental burden to a force for positive change. Luckily, there is a big willingness among tourists to contribute positively to the destinations they visit. With CopenPay, we aim to raise travellers’ awareness about choices and impact. At the same time, we provide our visitors with an easy and locally based way to contribute to our city. And hopefully, they will leave inspired to do more responsible actions back home and on their next travel.”
Arriving by train equals more discounts
UN projects a steep increase in global travel, with the number of arrivals increasing globally from 1.4 billion in 2019 to 1.8 billion in 2030 – so there is a need to reconsider how we travel. This year, CopenPay rewards visitors who arrive in Copenhagen by train with perks such as free bike rentals, yoga sessions, guided tours, or discounted entry to some of the city’s top attractions.
And once in the city, CopenPay also urges visitors to stay longer and thereby altogether travel less altogether by rewarding longer stays.
Booking.com’s 2025 research shows that there is great potential to turn tourism into a force for positive change as 7 out of 10 travelers aim to leave a destination better than they found it.
CopenPay – a global movement
In 2024, the pilot program exceeded expectations. During last year’s 4 weeks-run of CopenPay, bike rentals increased by 29%, tons of litter were collected, and 98% of participants said they would recommend the initiative.
But ultimately, the ambition of CopenPay extends beyond Copenhagen. The project aims to inspire travellers to make more responsible choices both during their stay and after they return home. Since last year, Wonderful Copenhagen has been invited to share their learnings with more than 100 destinations around the world, and with this expanded initiative, they hope to show that the potential isn’t just here in Copenhagen, but everywhere.
“One of the great things about tourism is cultural exchange,” Søren Tegen Pedersen says. “We learn a lot from our visitors, and in return, we hope they’ll leave Copenhagen inspired – to bike more, choose more plant-based meals, and continue making more responsible choices wherever they are.”
Wonderful Copenhagen is the official tourism organisation in Copenhagen and organises CopenPay in collaboration with a wide range of local partners, including attractions and the Municipality of Copenhagen.
Learn more about CopenPay here.
