All over Europe, cities are rethinking how tourism is not nervous, but the way travelers love most. Some destinations rely on tourism taxes or daily admission fees to manage crowds and protect vulnerable environments are experimenting with a softer touch.
The idea began last summer in Copenhagen. In Copenhagen, the city piloted Copenpay. This is a program that distributes perks for sustainable action. Travelers helping out in the communal gardens, collecting garbage with canal cleaning, or using the metro even if they call a taxi can earn free museum tickets, ice cream cones, kayak rentals, or access to cultural sites like Kronbolik Castle. Over 5,000 people participated during the 2024 season. This is expected to explode the past, especially considering the program has returned in a larger way, with more than 90 attractions and restaurants in stock this year. The 2025 edition also continues for longer, growing throughout the summer season. It currently includes rewards for travelers who arrive by train or choose to extend their stay.
Following the success of the program, other destinations have expressed interest in trying similar systems.
“Since launching Copenpai last summer, we have met great interest from cities and tourism committees in Europe, Asia and North America. All of them want to learn more about Copenpai and our learning.” “So far, we have shared insights about Copenpai with over 100 stakeholders, and are happy to share them as we aim to contribute to positive change worldwide.”
These three destinations have already announced plans to deploy their own eco-reward initiatives.
- Helsinki, Finland
- Berlin, Germany
- Bremen, Germany
Each one is still finalising the details, but the framework is the same. Have travelers exchange climate-sensitive behaviors for discounts and giveaways about cultural and local experiences. Berlin and Helsinki have yet to share plans for what their program will look like. However, Bremen has already started the first steps in its plan in collaboration with German state-owned national railway company Deutsche Baan. Rewards overnight guests (as opposed to planes and cars) as they arrive in Bremen by train, carrying a bag filled with vouchers and small gifts from local businesses. The city plans to expand its program in 2026 to include rewarding greener choices.
“Together with Copenhagen, Copenhagen is proving that bold ideas can drive global change,” said Rodney Payne, CEO of the Canadian-based consulting agency that specializes in the advanced development of the global tourism industry. “This innovative model shows other destinations how travelers can attract visitors in a sustainable and deeply connected way to local life, where travelers become active participants rather than passive consumers. As such, Copenpai has great potential for destinations around the world to adopt in their local versions of themselves.”
For travelers, choosing a sustainable option is becoming a perk that can be experienced right now, not just helping the planet in the long run. Museum tickets, free coffee, or welcome gifts can be rewarded for leaving a lighter footprint.
