Imagine arriving in one of Europe's most beautiful capitals and having your morning coffee, museum entry, or kayaking adventure paid for not with cash, but with your commitment to sustainability. This is the revolutionary reality for visitors to Copenhagen this summer, thanks to the city's groundbreaking CopenPay initiative.
Turning Green Actions into Currency
Copenhagen has taken sustainable tourism to an entirely new level with CopenPay, a scheme that transforms eco-friendly behaviour into tangible rewards. The concept is beautifully simple: visitors who demonstrate they've travelled sustainably to Denmark or participate in green activities during their stay can exchange proof for complimentary access to some of the city's most sought-after experiences.
What Can You Earn?
The rewards available through CopenPay are genuinely impressive and cover a wide range of Copenhagen's attractions:
- Free kayak rentals from GoBoat in the city's picturesque canals
- Complimentary coffee and pastries at participating cafes
- No-cost entry to prominent museums and cultural institutions
- Discounted or free outdoor fitness classes
How Does CopenPay Work in Practice?
The system operates on an honour-based approach that reflects Denmark's high-trust society. Visitors simply need to show evidence of their sustainable choices, such as:
- Train tickets proving rail travel to Copenhagen
- Bicycle rental receipts or helmet
- Photos of using public transportation
- Evidence of participation in local cleanup activities
Rikke Holm Petersen, communications manager for the Wonderful Copenhagen tourism organisation, explains: "We're not checking that you've done something specific. We're checking that you have the mindset."
Beyond Traditional Tourism
What makes CopenPay particularly innovative is its focus on authentic local experiences rather than typical tourist attractions. The programme encourages visitors to engage with the city as residents do, promoting activities like:
- Exploring neighbourhood parks and green spaces
- Participating in community events
- Using Copenhagen's extensive cycling infrastructure
- Supporting local businesses with sustainable practices
A Natural Extension of Danish Values
This initiative didn't emerge in isolation. CopenPay builds on Copenhagen's long-standing commitment to sustainability and quality of life. The city has consistently ranked as one of the world's most liveable and has ambitious goals to become carbon-neutral by 2025.
The programme reflects the Danish concept of "samfundssind" – community spirit – that came to prominence during the pandemic, emphasising collective responsibility for the greater good.
Family-Friendly Green Tourism
For families visiting Copenhagen, CopenPay offers an educational dimension that makes sustainability tangible for children. The opportunity to earn rewards through green behaviour teaches valuable environmental lessons while making the city break more affordable and engaging for all ages.
The Future of Sustainable Travel?
While currently a pilot programme running through August 2024, CopenPay represents a potential blueprint for the future of tourism. If successful, it could inspire similar initiatives in cities worldwide, creating a global network of destinations that reward rather than simply encourage sustainable travel practices.
As Petersen notes, the ultimate goal is to shift the conversation around sustainable tourism from obligation to opportunity, proving that environmental responsibility and memorable travel experiences aren't just compatible – they're perfectly complementary.
