Published on
September 21, 2025
Denmark’s capital, Copenhagen, is setting the standard for a new kind of tourism that rewards visitors for their contributions to the sustainability of the city and promotes environmentally friendly behaviour. Travellers are encouraged to actively engage in eco-friendly and community-friendly activities through the creative CopenPay programme, which offers them exclusive experiences and incentives that encourage sustainable lifestyle choices.
How CopenPay Works: Rewarding Eco-Friendly Actions
CopenPay is designed to make sustainable travel both rewarding and engaging for visitors to Copenhagen. Tourists can earn rewards by performing a variety of eco-friendly actions, such as picking up litter, cycling, arriving by train or electric vehicle, or attending biodiversity workshops. This initiative promotes a more environmentally conscious way of experiencing the city, encouraging both tourists and locals to engage in activities that benefit Copenhagen’s environment.
Rather than simply acting as passive tourists, visitors are empowered to actively contribute to the city’s sustainability efforts. Through CopenPay, travellers are given an opportunity to be a part of Copenhagen’s eco-conscious culture and leave with habits that can help make a positive impact on the environment, not only during their stay but also back home.
New Habits as Souvenirs: More Than Just a Trip
The core philosophy of CopenPay is based on the idea that the most valuable souvenirs are the new habits tourists develop during their stay. Tourists are encouraged to take part in actions that are beneficial for both the environment and the community. According to surveys of CopenPay users, 70% of participants reported that they left Copenhagen feeling motivated to change their everyday behaviours, including cycling more, properly sorting waste, collecting flower seeds, and contributing to biodiversity efforts.
These new habits serve as a form of lasting souvenirs, offering visitors a sense of fulfilment that goes beyond taking a typical tourist photo or buying traditional souvenirs. The program encourages travellers to leave the city not just with memories of beautiful sights but with new practices that can positively influence their daily lives back home.
Growth of CopenPay: A Changing Approach to Tourism
Since its launch, CopenPay has witnessed impressive growth, with a significant rise in engagement and participation from tourists. Among the most noticeable changes is the 59% increase in bike rentals compared to the previous year, highlighting the city’s shift toward more eco-friendly modes of transport. With bicycles becoming one of Copenhagen’s most favoured methods of travel, the initiative has aligned with the city’s long-standing commitment to sustainability.
But the numbers only tell part of the story. Beyond the increase in cycling, CopenPay has fostered an entire ecosystem of immersive, hands-on experiences designed to engage visitors on a deeper level. These include art workshops, biodiversity activities, and even kayak clean-up events. Each experience is carefully curated to provide meaningful interactions with Copenhagen’s culture and environment, enhancing the overall visitor experience.
The success of CopenPay lies not just in the rising numbers but also in the growing desire among travellers to seek more meaningful and interactive experiences. Instead of just sightseeing, tourists are encouraged to become active participants in Copenhagen’s community, contributing to sustainability and environmental conservation.
An Immersive Experience for Travelers
Copenhagen’s tourism industry is evolving as more travellers seek experiences that allow them to engage with their destination. In the past, many tourists were passive observers, content to simply visit famous landmarks and take photos. Today, however, many visitors are seeking a more immersive experience, one that allows them to contribute to the destination in a meaningful way.
CopenPay is a response to this shift in traveller preferences, offering an innovative approach that encourages active participation. The initiative aligns perfectly with the growing trend of travellers wanting to make a positive impact wherever they go. Instead of just sightseeing, tourists are invited to contribute to Copenhagen’s ongoing sustainability efforts, making their visit not only enriching for themselves but also for the city.
The initiative’s popularity can also be seen in the overwhelming satisfaction of its users. A staggering 98% of CopenPay participants have reported being satisfied with the program and are eager to recommend it to others. This high level of engagement is indicative of a significant shift in how tourists perceive their roles within the cities they visit.
The Growing Global Interest in CopenPay
Since its pilot programme, CopenPay has gained international attention, with over 100 organisations and destinations worldwide reaching out to learn more about this innovative initiative. Cities in Germany, the Netherlands, and Finland are already working on developing their own versions of CopenPay, while locations as far away as Chicago and Sydney have expressed interest in bringing this eco-friendly tourism model to their own communities.
The global appeal of CopenPay speaks to a broader trend of travellers wanting to contribute positively to the destinations they visit. There is growing recognition that tourism can be a force for good, and CopenPay exemplifies this vision by showing how sustainable actions can be incentivised and rewarded.
The Future of Sustainable Tourism
CopenPay is just the beginning of a larger movement within the tourism industry that seeks to encourage sustainable practices and deepen travellers’ connections to the places they visit. As more cities and destinations adopt similar initiatives, it is expected that tourism will continue to evolve into a more responsible and impactful industry. In the future, travellers will be able to participate in similar programs across the globe, promoting sustainability and environmental conservation wherever they go.
Copenhagen’s CopenPay initiative serves as an inspiring example of how tourism can be a positive force for change, not just for the travellers themselves, but for the cities they visit as well. By rewarding sustainable actions and fostering meaningful engagement, CopenPay is transforming the way people experience the world, one eco-friendly action at a time.
Conclusion
CopenPay is a groundbreaking strategy for enhancing the sustainability and responsibility of tourism, not merely a fresh way for visitors to interact with Copenhagen. The project demonstrates that tourists want to have a positive influence on the places they visit and are seeking more than just a conventional vacation experience. Copenhagen is setting the stage for a future of tourism that prioritises sustainability, community, and meaningful experiences over all else with the ongoing development and expansion of CopenPay.
