Dozens of popular European destinations have brought in fines, taxes and other restrictions on travellers in recent months, in an attempt to combat overtourism.<\/p>\n
However, in 2024, Copenhagen took a very different approach. The Danish capital began rewarding tourists who demonstrate responsible and conscious behaviour through the CopenPay initiative.<\/p>\n
The main aim of this scheme is to show travellers that climate actions can be much easier than they think, in an effort to promote sustainable tourism.<\/p>\n
Incentives include providing free bike<\/a> rentals, boat tours and lunches for travellers who help out in communal gardens, collect litter and take public transport.<\/p>\n Following Copenhagen\u2019s<\/a> actions, other European cities and destinations such as Berlin, Helsinki and Bremen have expressed interest in trying the same system.<\/p>\n \u201cSince launching CopenPay last summer, we\u2019ve been met by an enormous interest from cities and tourist boards from Europe, Asia<\/a> and North America, all wanting to know more about CopenPay and our learnings,\u201d said S\u00f8ren Tegen Petersen, CEO of Wonderful Copenhagen.<\/p>\n \u201cSo far, we have shared insights on CopenPay with more than 100 interested parties.\u201d<\/p>\n Bremen to reward sustainable travel choices<\/p>\n The German city of Bremen has also announced that it would be launching BremenPay in May 2026. Much like CopenPay, this would be a tourism initiative which rewards sustainable<\/a> travel choices.<\/p>\n These include walking, arriving by train, cycling, boat hires, extending your stay in Bremen or shopping consciously from second-hand shops and local, artisinal boutiques.<\/p>\n By providing proof of these activities, like a photo or ticket, travellers can receive rewards like free city tours and coffee and reduced admission fees to tourist attractions.<\/p>\n As part of its cooperative campaign with Deutsche Bahn, Bremen<\/a> already rewards overnight guests coming into the city by train with surprise goodie bags containing small gifts and vouchers form different local tourism businesses.<\/p>\n \u201cThe campaign was very well received by our visitors and has encouraged us to further expand the concept, strengthening Bremen as a sustainable destination,\u201d said Oliver Rau, managing director of Bremen Marketing and Tourism, Wirtschaftsf\u00f6rderung Bremen GmbH. “For 2026, we are planning an even larger initiative.”<\/p>\n Rewards for train travel and longer stays<\/p>\n Berlin<\/a> is considering launching a new initiative soon, which could reward travellers arriving by train, staying longer, eating plant-based meals and participating in eco-friendly activities, with perks like museum entry fee discounts, free food and complimentary bicycle rentals.<\/p>\n Pilot testing for this model could be carried out this year.<\/p>\n This scheme is expected to help narrow the gap between tourists wanting to be more responsible, but not knowing how, and their actual behaviour.<\/p>\n The city has suggested it will use mobile apps and points-based systems to streamline the rewards and engagement process, along with partnering with local businesses.<\/p>\n Helsinki<\/a> is also interested in following Copenhagen\u2019s example and introducing its own version of a rewards scheme. This is likely to have a particular focus on regenerative tourism and Baltic Sea restoration projects, in collaboration with other Baltic and Nordic destinations.<\/p>\n The scheme would also encourage tourists to take public transport and cycle, with rewards like free meals and discounted tours, among other experiences.<\/p>\n Popular ski destinations in the Alps, such as Via Lattea in Italy and Les Gets-Morzine in France are also slashing up to 25 per cent off ski passes this year for visitors who arrive by rail.<\/p>\n Free drinks and museum access<\/p>\n Rewarding tourists for responsible behaviour is not an entirely new concept, with other cities like London<\/a> having had their own similar local schemes for years now. In July, widely known as Plastic Free July, visitors and residents in London have been rewarded with a free drink for participating in cleanups.<\/p>\n In Switzerland<\/a>, travellers who choose to explore the country by public transport get free entrance to over 500 museums with a Swiss Travel Pass, as well as up to 50 per cent discount on most mountain railways.<\/p>\n Wild Sweden<\/a>, an award-winning holiday company, also offers spa access and a free meal at Hotel Savoy in Lulea to visitors who arrive in Swedish Lapland by rail for their Northern Lights<\/a> and wildlife holiday.<\/p>\n