CopenPay: Copenhagen’s sustainable tourism model inspires 100+ cities

One year after its pilot, the rewards scheme is drawing global attention from Berlin to Tokyo

In 2024, we reported on CopenPay, the innovative initiative by Wonderful Copenhagen encouraging sustainable travel choices with perks and rewards. Launched with just over 20 partners, the scheme has grown sharply in one year and now attracts worldwide interest.

More than 100 destinations – including Berlin, Helsinki, cities in the U.S., Japan, and Italy – have reached out to learn from Copenhagen’s model. Even the European Union has entered discussions.

How CopenPay works

Visitors earn rewards by biking, arriving by train or EV, or taking part in activities like harbor cleanups and urban gardening. Proof of action – a ticket, photo, or reusable cup – can be exchanged for free museum entry, guided tours, or even a rooftop cocktail.

Local businesses join without subsidies, offering unused slots instead. This not only supports sustainability but can generate revenue. Tour operator Go Boat, for example, offered free early-morning rentals, which often led to additional paid bookings.

Impact and outlook

CopenPay has already made an impact: bike rentals rose, more volunteers joined cleanups, and greener travel choices became more common. The program runs seasonally from June to August, but Wonderful Copenhagen hopes to expand into periods like Christmas.

The long-term ambition is bigger: to inspire sustainable choices beyond Denmark, influencing how travelers behave worldwide.

More on CopenPay in Copenhagen.

Header: © Carlo Pentimalli Unsplash