Published on
August 19, 2025
In a pioneering effort to champion sustainable tourism, Finland has officially welcomed Copenhagen’s trailblazing CopenPay program. The program rewards visitors for every eco-friendly choice they make on their journey, whether it’s choosing public transport, dining on local seasonal fare, or opting for green hotels. Now scaling to cities worldwide, CopenPay’s arrival on Finnish soil signals an important advance for practices that safeguard nature and empower local neighborhoods. By linking practical traveler incentives to a broader commitment to the planet, Finland is sending a clear message that sustainability and hospitality can and must thrive side by side.
What is CopenPay and How Does It Work?
Copenhagen’s CopenPay initiative was first launched in 2024 by Wonderful Copenhagen, with the aim to incentivize tourists to make positive, environmentally-conscious decisions while visiting the Danish capital. The initiative rewards travelers with free local experiences like boat tours, bike rentals, and even lunch, in exchange for eco-friendly actions such as picking up litter, using public transport, or contributing to a communal garden.
Finland, inspired by Copenhagen’s model, is now looking to implement its own version of CopenPay. Helsinki, the Finnish capital, has been a key driver in this initiative, emphasizing its commitment to promoting sustainable and regenerative tourism practices. The adoption of CopenPay by Finland not only aligns with the country’s environmental goals but also highlights its dedication to preserving its natural beauty and promoting eco-friendly practices for tourists and locals alike.
Finland’s Adoption of CopenPay: What it Means for Tourists
The integration of CopenPay into Finland’s tourism strategy offers several exciting benefits for visitors. Tourists who choose to visit Finland’s cities and engage in environmentally conscious behaviors will be rewarded with discounts, free activities, and local experiences that directly connect them with the destinations they explore.
By aligning travel behavior with sustainability, CopenPay ensures that tourists contribute positively to their surroundings. Helsinki, for example, plans to reward visitors who arrive by train, reduce their carbon footprint, and participate in eco-friendly activities. This initiative complements the city’s ongoing efforts to become a more sustainable and tourist-friendly destination.
A Global Shift Towards Sustainable Travel
The adoption of CopenPay in Finland mirrors a global trend towards sustainability in tourism. According to the United Nations, the number of international tourist arrivals is expected to rise sharply, from 1.4 billion in 2019 to an anticipated 1.8 billion by 2030. As travel continues to grow, so does the need for more sustainable practices within the industry. Finland’s decision to implement CopenPay reflects a forward-thinking approach to tourism that prioritizes environmental responsibility while enhancing the visitor experience.
Positive Impact on Local Communities and Environment
The environmental benefits of CopenPay extend beyond simply rewarding eco-conscious tourists. The program fosters a deeper connection between travelers and local communities. Tourists who engage in activities like litter collection, public transport use, and supporting local conservation projects contribute to the well-being of the destinations they visit. This not only helps preserve natural resources but also supports local economies by promoting sustainable tourism practices.
For Finland, the program enhances the appeal of its already pristine natural environments, such as the stunning Finnish Lapland and the tranquil archipelagos, ensuring that tourism remains a key driver of economic growth without compromising the environment.
CopenPay’s Influence on Finnish Tourism Initiatives
The potential impact of CopenPay on Finnish tourism is significant. Helsinki’s Tourism Director, Nina Vesterinen, expressed her excitement about the initiative, emphasizing how it would contribute to Finland’s reputation as a leading destination for sustainable travel. The city’s focus on promoting regenerative tourism will be further amplified through CopenPay, making it an attractive option for conscious travelers who seek to reduce their environmental impact while enjoying enriching travel experiences.
Additionally, the collaboration between Finnish cities and other European destinations inspired by CopenPay opens the door for a shared regional effort to address the challenges of tourism sustainability. Finland’s participation in this movement strengthens its position as a leader in responsible tourism in the Nordic region.
Tourists as Active Participants in Sustainability
CopenPay’s core objective is to shift the perception of tourists from being passive consumers to active participants in local sustainability efforts. By rewarding tourists for positive behavior, the initiative encourages travelers to think more carefully about their impact and make conscious choices that benefit the environment.
Rodney Payne, CEO of Destination Think, highlighted that CopenPay’s approach could spark a global shift in how destinations engage with visitors. He pointed out that Copenhagen’s model demonstrates how destinations can involve travelers in sustainable practices while rewarding them with meaningful, authentic experiences that promote a deep connection with local cultures and ecosystems.
Finland’s Role in Promoting Regenerative Tourism
In addition to implementing CopenPay, Finland is focusing on regenerative tourism, an approach that not only minimizes the negative impact of tourism but also contributes to restoring and enriching the destinations visited. The Baltic Sea Restoration Project is one example of how Finland is leveraging tourism to address environmental challenges. Tourists who participate in conservation activities or donate to preservation projects are helping to ensure that Finland’s natural beauty remains intact for future generations.
Finland Models the Future of Sustainable Tourism
Finland’s rollout of CopenPay beautifully illustrates how even modest innovations can ripple through an entire tourism economy. By encouraging greener choices through tangible rewards, the nation is reframing the very concept of responsible travel. Visitors now find themselves taking more conscious journeys, exchanging every small, eco-friendly step for meaningful incentives that directly benefit the planet and the people living within it. As CopenPay opens horizons elsewhere, Finland’s guiding commitment reinforces the idea that sustainability can feel effortless and rewarding, carving out a travel logic that future explorers will likely regard as standard.
