BremenPay: Turning sustainable travel into rewards under Bremen’s 2030+ vision

Bremen is placing BremenPay at the heart of its Tourism Strategy 2030+, using it as a practical tool to turn sustainability goals into real visitor behavior.

Launched in May 2026, BremenPay is an innovative reward program designed to encourage climate-friendly travel and conscious actions during a stay in the city.

Visitors who make sustainable choices—such as arriving by train, using public transport, riding bicycles, or opting for reusable products—receive tangible benefits.

These range from small perks like free coffee or popcorn to discounted admission at leading museums and attractions. The initiative transforms responsible behavior into an engaging and rewarding experience, making sustainability both accessible and appealing.

The program is supported by more than 30 partners across hospitality, culture, and leisure, including Deutsche Bahn, ATLANTIC Hotels, and the Bremen Overseas Museum. Travelers arriving by rail, for example, can receive vouchers for onboard dining, while guests staying at least two nights in participating hotels benefit from reduced room rates. Cyclists are rewarded with complimentary treats, and those using buses and trams to explore the city enjoy discounted entry to cultural sites.

A key strength of BremenPay is its simplicity. Instead of requiring a dedicated app, participation is verified through easy proof such as a train ticket or a photo documenting a sustainable action. This low-barrier approach ensures that all visitors can take part without friction. An interactive online map provided by Bremen Tourism highlights participating partners and available offers, enabling travelers to plan a sustainable stay quickly and efficiently.

As a flagship initiative, BremenPay reflects the broader ambitions of Bremen’s Tourism Strategy 2030+. The strategy is built on a shared vision, with eight guiding objectives and seven action areas supported by 58 concrete measures. It aims to balance economic benefits with environmental responsibility while enhancing the overall visitor experience.

Five core themes define Bremen’s future tourism profile: cultural heritage, arts and cultural experiences, culinary experiences, knowledge and discovery worlds, and the newly emphasized “Green City by the River.” BremenPay directly contributes to these themes by incentivizing longer stays, low-carbon mobility, and deeper engagement with local offerings.

The program also aligns with major strategic projects, including the expansion of cycling tourism, the development of large-scale events and visitor attractions, the creation of a Bremen Data Hub, and the rollout of a seamless digital customer journey. At the same time, it strengthens the city’s communication around sustainability by making positive actions visible and measurable.

Bremen draws inspiration from Copenhagen’s successful CopenPay model but adapts it to local strengths, positioning itself as a pioneer of sustainable urban tourism in Germany. The initiative responds to evolving travel trends, where visitors increasingly seek authentic experiences, environmental responsibility, and meaningful connections with destinations.

Complementing BremenPay is the 2026 campaign “More than a Fairytale 2.0,” a digitally enhanced continuation of a successful national campaign. Featuring AI-generated Bremen Town Musicians, the campaign playfully represents the city’s identity: the donkey symbolizes cultural heritage, the dog the green riverside city, the cat culinary enjoyment, and the rooster the diversity of arts and culture.