Copenhagen has started a new program called “CopenPay” to make tourism more eco-friendly. Starting from July 15, 2024, this program encourages travelers to engage in environmentally friendly behaviors like cycling, using public transport as well as joining the clean-up efforts. The rewards for such activities include free museum tickets, kayak rentals, and meals.

Individuals who return with their reusable coffee cups can receive a complimentary coffee at designated locations. Other rewards for positive actions include a free cocktail at a rooftop bar or additional time spent on the city’s artificial ski slope complex.

The purpose is to make tourism more sustainable. Mikkel Aarø-Hansen, the CEO of Wonderful Copenhagen, said it’s important to change how tourists travel, buy, and interact with citizens. The program includes over 20 attractions, like CopenHill, an artificial ski slope on a waste center, and the National Gallery of Denmark, which offers workshops to turn plastic waste into art.

Mikkel Aarø-Hansen said “Our vision with CopenPay is to create a ripple effect” he hopes that other cities will also follow their lead in building a better relationship between tourists and inhabitants.

He believes tourism should be a positive force for change rather than a burden on the environment. Aarø-Hansen said their goal is to make travel more sustainable by bridging the gap between tourists’ intentions to be eco-friendly and their actual behavior. He wants the visitors to make better decisions regarding the climate and therefore have a better traveling experience.

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While Copenhagen is offering rewards to tourists, many other European holiday spots are putting in stricter measures. For example, Venice is charging a daily tax of €5 for day visitors, Barcelona might stop vacation rentals, and Majorca has rules on alcohol sales. These places are trying to deal with problems like overcrowding and environmental damage from the tourist rush.

CopenPay, which will initially run until 11 August, is seen by authorities as a test project that could be repeated and expanded if it proves successful. In the future, this might include rewarding visitors who travel to Copenhagen by train instead of by plane.