Copenhagen Rewards Tourists for Eco-Actions: The CopenPay Revolution

Copenhagen gives tourists free stuff for doing good – and it’s changing how we think about sustainable travel forever.

While other European cities impose fees and restrictions to combat overtourism, Copenhagen takes a radically different approach: rewarding eco-friendly behavior with great experiences. The Danish capital has created something revolutionary – a system that transforms your green actions into currency for cultural experiences.

What Makes CopenPay Different

Copenhagen’s CopenPay program flips the traditional tourism script. Instead of punishing visitors, it celebrates them. Clean up a harbor and get a free meal made from surplus food. Arrive by train and receive free bike rental. Work in an urban garden and unlock museum discounts. Choose biking over driving and gain free entry to historic Kronborg Castle.

Photo of Copenhill by Astrid Maria Rasmussen

The beauty lies in its simplicity. Built on Denmark’s famously high-trust culture, the program requires minimal verification, just simple proof, such as train tickets or photos of your eco-actions. There are no complicated forms, no bureaucratic hurdles – just immediate rewards for positive choices.

The Incredible Success Story

The numbers tell an inspiring tale. In its first year, 98% of participants said they would recommend CopenPay to others. Bike rentals jumped 29% during the pilot summer. The program generated $111 million in earned media value – an astounding 300 times their budget – while reaching over 3 billion people online.

But perhaps most remarkably, the initiative tripled in size from 20 to 90 participating attractions and inspired over 100 destinations worldwide to create similar programs. It’s now part of the EU’s official Transition Pathway for Tourism program.

Real Experiences That Matter

Take CopenHill, Copenhagen’s waste-to-energy plant designed by Bjarke Ingels Group. This architectural marvel converts 440,000 tons of waste into clean energy while offering a green ski slope on its roof. Visitors who take public transport there unlock special experiences, turning everyday sustainable choices into unforgettable memories.

The program integrates seamlessly with Copenhagen’s existing infrastructure. Use the same Movia buses that locals depend on, explore via the Metroselskabet metro system, or catch DSB trains just like residents do. The experience becomes authentically Copenhagen, not a superficial tourist overlay.

Harbor cleanup volunteers might find themselves kayaking Copenhagen’s canals while collecting trash, then enjoying free meals at local restaurants. Urban garden helpers connect with the city’s food systems while earning discounts at museums.

Why This Approach Works

Research reveals a massive gap in sustainable tourism: 82% of tourists want to act sustainably, but only 22% change their behavior. CopenPay bridges this gap by making sustainable choices immediately rewarding, easy to understand, and socially connected.

Unlike programs that segregate visitors, CopenPay welcomes both locals and tourists. This creates collaborative energy where everyone works toward shared green goals. The result? A model that other cities are desperately trying to replicate.

While Barcelona faces street protests and Venice charges entrance fees, Copenhagen demonstrates that rewarding positive behavior is more effective than imposing restrictions. It’s the Copenhagen way: locals and tourists working together for a better city.

The Global Movement

CopenPay is inspiring a global shift in how destinations approach tourism. Over 100 cities are now studying the model, recognizing that positive reinforcement creates more sustainable change than punishment.

The program demonstrates what becomes possible when you reward the positive instead of restricting the negative. It shows that sustainable tourism doesn’t mean sacrificing fun or convenience. Instead, it creates more meaningful, more rewarding, and more memorable experiences.

Planning Your Sustainable Adventure

Copenhagen makes sustainable travel effortless. The city’s 382 kilometers of bike lanes, integrated public transport system, and plant-based dining scene create an infrastructure where green choices feel natural, not forced.

Arriving by train from European cities unlocks immediate rewards. Electric vehicle travel earns parking discounts. Even flights using Sustainable Aviation Fuel (SAF) qualify for program benefits. The message is clear: every step toward sustainability gets recognized and rewarded.

The program runs annually from June to August, but Copenhagen is exploring year-round implementation based on overwhelming success. With 90 participating attractions now involved, visitors have countless opportunities to turn good deeds into great experiences.

The Future of Tourism is Here

Copenhagen’s CopenPay proves that the future of tourism isn’t about doing less – it’s about doing better. The city that gave us a ski slope on a power plant now provides us with a blueprint for tourism that benefits everyone: visitors, locals, and the planet.

Other cities are watching, learning, and adapting. However, Copenhagen got there first, demonstrating to the world that when you reward positive behavior, everybody benefits. It’s a lesson that extends far beyond tourism, into how we motivate positive change in any community.

Learn more about CopenPay and plan your sustainable Copenhagen adventure at copenpay.com.

And speaking of cities transforming for sustainable tourism, don’t miss how Paris is investing €250 million to become a 100% cycling city – another inspiring example of urban innovation for a greener future.

The header image credits go to: Daniel Rasmussen.