Copenhagen has introduced a reward system for tourists who participate in climate-friendly initiatives.

Denmark is a popular tourist destination, with international visitors flocking to the city, especially from June to August. In 2023, Copenhagen alone recorded 12 million international overnight stays. To increase sustainability, the city has introduced “CopenPay” – a program designed to reward visitors who participate in environmentally friendly activities with perks such as free tours of attractions, rentals, and lunches.

As the New York Times reported, there are a number of activities that are rewarded with discounts – from cycling and taking the train to participating in beach cleanups or volunteering on urban farms.

Anyone who shows up at the Danish National Gallery with plastic waste can take part in a workshop where they learn how to turn that waste into art, and anyone who takes the train or bike to Copenhagen’s famous thermal power station has the opportunity to ride down the slope on the roof of the building.

The pilot project ran until August 11, with over 20 local attractions participating. Tourists can provide proof by showing train tickets or even photos of themselves cycling or doing cleanup work.

Tourist destinations around the world are being inundated with visitors and restrictions have been introduced in several places. Amsterdam has banned cruise ships to reduce pollution. Norway has imposed restrictions on cruise ships. And Venice has introduced a tourist tax to keep visitor numbers down.

Instead of restricting visitors, CopenPay wants to get tourists to think more about sustainable actions and put less strain on the planet.

Sustainable tourism is on the rise, and several travel companies are launching sustainable travel initiatives. Expedia has launched two travel initiatives to help tourists become more environmentally conscious, and TootBus is introducing a fleet of electric vehicles to make sightseeing more environmentally friendly.

If the Copenhagen program is successful, perhaps even more cities will try to combine sustainability initiatives with tourism. The plan has attracted a lot of attention so far, and several commentators have made positive remarks.

“This is a fantastic idea,” said one commentator.

“Kudos for promoting environmentally conscious behavior,” said another.

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