Copenhagen Trials Out Rewards for Good Tourism Behavior
A new tariff for day trippers in Venice. A looming to prohibit about vacation rentals in Barcelona. Alcohol sales restrictions in Mallorca. At a time when overwhelmed European destinations are saddled with restrictions and costs for tourists, Copenhagen is trying a different approach: rewarding visitors who behave responsibly.
From July 15, tourists who demonstrate climate-friendly travel behavior By participating in the city’s green initiatives—such as biking, train travel, and cleanups—visitors gain access to museum tours, kayak rentals, free meals, and more.
“We need to transform tourism from a burden on the environment into a force for positive change,” said Mikkel Aarø-Hansen, CEO of Beautiful Copenhagenthe tourism organization for the Capital Region of Denmark. An important step in this transformation, he said, “is to change how we move around the destination, what we consume and how we interact with the locals.”
On average, 81 percent of consumers say they want to act more sustainably, but only 22 percent have changed their behavior, according to a sustainable 2023 report by Kanter, a London-based market research group. The new Copenhagen initiative, CopenPay, aims to bridge the gap between the desire to act sustainably and actual behavior by making climate-friendly action a currency for cultural experiences.
For example, those who come by bike or train to CopenHill, an artificial ski slope built on a new waste management center, can ride down the hill to the roof for free. Other locations offer visitors the opportunity to volunteer for cleanup efforts. National Gallery of Denmark will hold workshops to transform plastic waste into artworks, while the Copenhagen Surf School will offer a free lunch to surfers who participate in a 30-minute beach cleanup after their surf course. More than 20 attractions will participate in the pilot program this summer.
“Our vision with CopenPay is to create a domino effect,” said Mr. Hansen. “We hope that by demonstrating the success of this and other initiatives, other cities around the world will be inspired to find their way to driving more sustainable tourism behavior, ultimately leading to a more sustainable future for all.”
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