The Danish capital’s initiative rewards positive visitor behaviour and is becoming a model for the future of urban tourism
As destinations around the world search for new ways to balance tourism growth, sustainability and local quality of life, Copenhagen has emerged as one of the most closely watched examples. Its initiative, CopenPay, encourages visitors to take positive actions during their stay and rewards them with experiences, discounts and local benefits. What started as a pilot project has now evolved into a permanent, year-round platform and is being shared internationally through the new DestinationPay concept.
How does CopenPay work?
The idea behind CopenPay is straightforward. Visitors are encouraged to make choices that benefit the destination, such as arriving by train, using bicycles, participating in environmental activities or supporting local initiatives. In return, they gain access to rewards ranging from cultural experiences to practical benefits and discounts. The objective is not to restrict visitor behaviour but to make positive choices easier, more visible and more attractive.
The most interesting finding: rewards are not the main motivation
One of the most surprising outcomes of the programme is that incentives themselves appear to play a relatively small role. Research conducted among participants found that meaningful experiences were a much stronger motivation than the rewards offered. Many participants valued the opportunity to engage with the city in a different way, learn something new and contribute to a positive cause. Even more interestingly, many reported that the experience influenced their behaviour after returning home.
Rethinking the role of visitors
For decades, tourism has largely viewed visitors as consumers. Destinations attract tourists, provide services and experiences, and generate economic benefits. CopenPay suggests a different perspective. Visitors can also become active contributors who support local goals and help create positive outcomes for communities. This shift in thinking aligns closely with broader discussions around regenerative tourism and responsible travel.
From local pilot to global inspiration
Following its success in Copenhagen, the concept has been opened to destinations worldwide under the DestinationPay framework. Cities and regions across Europe and beyond are already exploring how similar approaches could be adapted to their own circumstances. The lesson is not necessarily that every destination should copy Copenhagen's exact model. Rather, it highlights the potential of designing tourism experiences that actively involve visitors in creating value.
What can the tourism industry learn?
The greatest strength of CopenPay may not be the rewards themselves. Instead, it lies in its ability to connect positive behaviour with memorable experiences. For destinations, this creates an opportunity to strengthen community support, encourage more responsible visitor behaviour and build deeper connections between travellers and the places they visit. As tourism continues to evolve, initiatives like CopenPay may offer valuable clues about how destinations can move beyond sustainability and towards creating positive impact.
More on Copenhagens CopenPay.
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