New fees for day trippers in Venice. A looming ban on vacation rentals in Barcelona. Restrictions on alcohol sales in Mallorca. As overcrowded European destinations impose restrictions and fees on tourists, Copenhagen is trying a different approach: rewarding visitors who behave responsibly.
Starting July 15, tourists who demonstrate climate-friendly travel behaviors by taking part in the city's environmental initiatives, such as cycling, train trips and cleanups, will be rewarded with perks like museum tours, kayak rentals and free meals.
“We need to transform tourism from an environmental burden into a driver of positive change,” says Mikkel Aaro Hansen, CEO of Wonderful Copenhagen, the tourism organization for the Danish capital region. A key step in this transformation, he says, is “changing how we get around in our destinations, what we consume and how we interact with locals.”
According to the 2023 Sustainability Report by London-based market research group Kantar, an average of 81% of consumers say they want to behave more sustainably, but only 22% have changed their behavior. CopenPay, a new initiative from Copenhagen, aims to close the gap between the desire to act sustainably and actual action by making climate-friendly actions the currency for cultural experiences.
For example, people who arrive by bike or train at Copenhill, an artificial ski slope built on top of the new waste treatment center, can ski down the rooftop hill for free. Elsewhere, visitors can volunteer in clean-up efforts: the National Gallery of Denmark will host workshops to turn plastic waste into works of art, and the Copenhagen Surf School will offer free lunch to surfers who take part in a 30-minute beach clean-up after their surfing course. More than 20 attractions are expected to take part in the pilot program over the summer.
“CopenPay's vision is to create a ripple effect,” Hansen said. “We hope that by showcasing the success of this and other initiatives, other cities around the world will be inspired to find ways to encourage more sustainable tourism behaviors, ultimately leading to a more sustainable future for all.”
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