In an effort to encourage sustainable tourism, Copenhagen’s official tourism organization, Wonderful Copenhagen, has launched an innovative initiative called CopenPay. This new program allows visitors to pay for cultural experiences using climate-friendly actions, reinforcing the city’s commitment to green travel.

Studies show that while 82% of tourists express a willingness to adopt sustainable behaviors, only 22% actually change their habits. CopenPay in Copenhagen aims to bridge this gap by transforming eco-friendly actions into currency. Visitors who engage in sustainable activities—such as cycling, volunteering at urban farms, or participating in cleanup efforts—can redeem rewards such as guided museum tours, free kayak rentals, and locally sourced vegetarian meals.

One example of the initiative in action is at the National Gallery of Denmark, where visitors who bring plastic waste can participate in an art workshop. Similarly, those who arrive at Copenhagen’s iconic heating plant, CopenHill, via bike or public transport will be rewarded with the opportunity to ski down its rooftop slope.

Stimulate sustainable travel choices

Mikkel Aarø-Hansen, CEO of Wonderful Copenhagen, emphasized the importance of fostering sustainable tourism. “It is a core task for us to make travelling sustainable. Through CopenPay, we aim to incentivize tourists’ sustainable behavior while enriching their cultural experience of our destination. This is an experimental yet essential step toward reshaping the mindset of travelers.”

Participation in CopenPay is simple. Visitors can present proof of their eco-friendly actions, such as train tickets or photos of themselves biking. This trust-based system aligns with Denmark’s reputation as one of the world’s most trusting societies, according to PEW Research.

A step that should change the way we travel

Launching with over 20 participating attractions, including The National Museum, The Museum of Copenhagen, Green Kayak, and Donkey Republic bike rentals, CopenPay in Copenhagen is set to run from July 15 to August 11 as a pilot project. The initiative aspires to not only enhance visitors’ experiences in Copenhagen but also serve as a model for sustainable tourism worldwide.

“We must turn tourism from being an environmental burden into a force for positive change,” said Aarø-Hansen. “With CopenPay, we want travellers and local attractions to focus on the choices we need to make. Since travelling is international, our success depends on the decisions of people and destinations elsewhere.”

Copenhagen’s commitment to sustainability is well-documented. Ranked as the third most sustainable destination globally by the Global Destination Sustainability Index, the city boasts over 750,000 bicycles, a cycling infrastructure spanning 382 km, and a majority of hotels that are eco-certified. The city’s tap water is safe to drink, and its canals are clean enough for swimming. Additionally, over 70% of Copenhagen’s electricity comes from renewable energy sources.

Looking at the future

Copenhagen’s Lord Mayor, Sophie Hæstorp Andersen, voiced her support for the initiative. “I am thrilled to see an initiative like CopenPay that combines our rich cultural life with a strong commitment to sustainability. By converting green actions into currency, tourists can explore Copenhagen in a way that benefits both the environment and the local community.”

If the pilot program proves successful, there are hopes to expand CopenPay in Copenhagen and way beyond, potentially making it a year-round initiative and introducing it to other cities in Denmark and around the world.

For more information on participating attractions and how to take part in CopenPay, visit www.CopenPay.com when the site launches on July 15.de website op 15 juli live gaat.