Copenhagen program rewards sustainable travelers
Denmark capital Copenhagen wants to become a model for the world of a city which really embraces sustainability in tourism.
Back to 2024, the city launched a program named CopenPay. The initiative is a pilot program where conscious actions became a currency, allowing visitors to earn free cultural experiences.
The program exceeded all expectations. During the 4 weeks-run of CopenPay in 2024, bike rentals increased by 29%, tons of litter were collected, and 98% of participants said they would recommend the initiative.
Consequently, CopenPay is back again in 2025. The program more than tripled in size with 100 participating attractions across Copenhagen. This includes the National Museum, Kronborg Castle in Elsinore, the National Gallery of Denmark, GoBoat, Copenhill, the Urban Garden, and Donkey Republic bike rentals. CopenPay 2025 runs twice as long for a total of 9 weeks, from June 17 to August 17.
“By integrating more conscious actions into the visitor experience, CopenPay is redefining how we in Copenhagen approach tourism. Rather than bringing more tourists to the city, the goal with CopenPay is to nudge our visitors and raise their awareness about the choices we make, when we travel – exploring Copenhagen more consciously while being rewarded with unique experiences,” said Søren Tegen Pedersen, CEO of Wonderful Copenhagen.
This year, CopenPay rewards visitors who arrive in Copenhagen by train with perks such as free bike rentals, yoga sessions, guided tours, or discounted entry to some of the city’s top attractions. Passengers who purchase SAF (Sustainable Aviation Fuel) for their flight or come by electric car are also eligible for these rewards.
Staying longer in Copenhagen to limit carbon footprint
Once in the city, CopenPay also urges visitors to stay longer and thereby altogether travel less – by rewarding longer stays.
“The biggest climate impact from tourism comes from transportation. So, this year, we encourage travelers to take the train to Copenhagen. Furthermore, we want visitors to travel less but stay longer. We then reward visitors who stay four days or more by offering benefits like free bike rentals or a vegetarian meal,” told Pedersen. He further explained that the initiative aligns with Copenhagen’s ambition to become number one on the global index of most sustainable urban destinations. The city aims to inspire similar initiatives globally.
Søren Tegen Pedersen added: “Tourism must move from being an environmental burden to a force for positive change. With CopenPay, we aim to raise travelers’ awareness about choices and impact. At the same time, we provide our visitors with an easy and locally based way to contribute to our city. And hopefully, they will leave inspired – both for when they return home and on their next travel.”
Related News Stories: SkyTeam Airline Alliance | Official Website GHA Discovery - TravelMole Partner News - TravelMole P&O Cruises - TravelMole Visit Sweden - TravelMole
TravelMole Editorial Team
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
France prepares for a massive strike across all transports on September 18
Turkish tourism stalls due to soaring prices for accommodation and food
CCS Insight: eSIMs ready to take the travel world by storm
Germany new European Entry/Exit System limited to a single airport on October 12, 2025
Airlines suspend Madagascar services following unrest and army revolt