The green initiatives for tourists in Copenhagen

Today, we’re heading to Copenhagen to check out a new pilot program that rewards tourists for engaging in “climate-friendly initiatives.” The CopenPay initiative aims to promote more responsible behavior and environmental awareness among visitors to the Danish capital.

In exchange for small eco-friendly actions—like biking to attractions or cleaning litter from canals—tourists have received rewards such as free ice cream and museum tickets. As cities like Venice, Barcelona, and Palma de Mallorca struggle with overtourism, could Copenhagen’s model inspire other municipalities globally? We’ll discuss the details with Rikke Holm Petersen, who helped develop the program, after the headlines.

Over the past month, travelers arriving at Copenhagen’s airport or train station have encountered large green ads encouraging them to enjoy the city’s attractions through eco-friendly actions. Running from July 15 to August 11, the pilot aimed to make tourists consider their environmental impact both locally and globally, according to Holm Petersen, one of the project’s creators at Visit Copenhagen.

“Our goal is to turn tourism into a positive force rather than an environmental strain,” she explains. “We want to foster a greener mindset in visitors during their stay and have them carry that awareness home.”

This initiative aligns with Copenhagen’s broader mission to be the world’s most sustainable city. It was inspired by visitor feedback indicating a desire to act more sustainably, though action often fell short. “Data showed that while four in five visitors wanted to act sustainably, only one in five actually did,” says Holm Petersen. “We aimed to bridge this gap and transform willingness into real, sustainable actions.”

Throughout the pilot, visitors who arrived by bike at CopenHill—a waste incinerator with an artificial ski slope—received extra time at the attraction. Those volunteering at Øens Have urban farm on Tuesdays were rewarded with a communal lunch made from the crops they helped cultivate. Participants in beach cleanups after Copenhagen Surf School lessons also enjoyed a free lunch. My personal favorite: visitors could rent a kayak from GreenKayak for free if they collected trash while paddling through the harbor and canals.

These are just a few examples of the two dozen “sustainable actions” featured in the pilot. While no one completed all 24 tasks, Holm Petersen emphasizes that the goal was to promote sustainability and raise awareness, not to achieve maximum participation. “The focus is on encouraging greener choices and making it enjoyable,” she notes.

Participants don’t always need to provide proof of their actions to receive rewards. “CopenPay is based on trust, much like Danish society,” explains the scheme’s materials. However, some visitors might cheat, but Holm Petersen suggests that doing so only deprives them of the chance to contribute positively to the planet.

The program was open to everyone, including people from across Denmark. Holm Petersen, who has personally participated in the tasks, mentions that her favorite was working at the urban garden with her son.

Despite its innovative approach, the CopenPay scheme isn’t aimed at attracting more visitors. Although it has garnered global attention, the extensive outdoor advertising is targeted at informing tourists already in the city. Holm Petersen prefers to call them “intermediate locals,” hoping they will embrace a local mindset during their stay.

Managing tourist numbers in harmony with the local population is crucial. The tourist office regularly gauges resident opinions on tourism. “Currently, there’s strong local support for tourism growth,” she says. The city manages high summer tourist volumes by ensuring no area becomes overly crowded, unlike Venice, Barcelona, and Palma de Mallorca, where locals have protested against excessive tourism.

Copenhagen’s brand message is “Don’t just come here, become here.” Holm Petersen has learned from global examples and notes that many destinations are interested in the CopenPay concept. While the trial has ended, it’s likely not a one-time experiment. Once the impact data is analyzed, a decision will be made on whether it becomes a permanent feature. “It could definitely become a permanent initiative,” she concludes.