Copenhagen is again dishing out rewards to visitors who make sustainable choices during their trip. The “CopenPay” scheme, introduced in 2024 to allow tourists to trade in eco-actions for city experiences, will be “three times bigger” in 2025, a press release from Wonderful Copenhagen announced.
More than tripling the number of participating attractions to 90 across the Danish capital, the programme will double in duration, running for nine weeks from 17 June – 17 August 2025. Some big name attractions are on board, including The National Museum, Kronborg Castle in Elsinore, The National Gallery of Denmark, GoBoat, Copenhill, The Urban Garden, and Donkey Republic bike rentals.
Bucking the trend of access charges and tourist taxes being seen in some destinations like Venice or Japan, Copenhagen wants to reward visitors rather than discourage them. Søren Tegen Pedersen, CEO of Wonderful Copenhagen claims the concept is “redefining how we in Copenhagen approach tourism” by focusing on sustainable nudges rather than attracting more and more visitors. Instead the scheme raises awareness and rewards tourists who act responsibly with “unique experiences.”
Arrive by train, stay longer
Recognising that transportation creates the biggest climate impact, among the bonuses on offer through CopenPay are perks for those who chose to arrive by train. These include free bike rentals, yoga sessions, guided tours, or discounted entry to some of the city’s top attractions.
Travelling less by staying longer is also seen as a green behaviour, so “visitors who stay four days or more” also receive “benefits like free bike rentals or a vegetarian meal.”
98% approval
In 2024, the trial run proved popular, with 98% of tourists saying they recommend taking part. The pilot scheme saw “tons of litter” collected and bike rentals soared by 29%.
With many destinations looking to develop a more sustainable model, Wonderful Copenhagen has been invited to share the secret of what Wallpaper has called a ‘regenerative travel’ revolution, giving tips to over 100 organisations worldwide – a role Wonderful Copenhagen embraces as it hopes the initiative will expand everywhere.
“One of the great things about tourism is cultural exchange,” 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.”
Other destinations trialling similar initiatives include Fiji’s “Loloma Hour”, which encourages guests to spend an hour during their stay contributing to the environment, culture, or community. And Hawaii’s Governor has said he has received so many offers of assistance after recent its recent wildfire tragedies that he believes visitors who love Hawaii are prepared to make a contribution in order to preserve its natural beauty.
