BACKGROUND 
At Wonderful Copenhagen, we recognise the current negative impact and carbon footprint of tourism. However, we believe that with the right measures, tourism can drive positive change and innovation both locally and globally. This belief inspired the CopenPay initiative, which was piloted from 15th July to 11th August 2024.

The initiative was developed in response to a report showing that while 82% of tourists want to act sustainably, only 22% actually do. While general consumption is increasing, this trend is not observed in cultural consumption. CopenPay seeks to address this gap by rewarding green actions with experiences.

THE CONCEPT 
To nudge visitors towards more sustainable behaviour, CopenPay rewards green actions with experiences. The actions include getting around by bike or public transport, participating in various clean-ups, etc. The rewards include kayak rentals, a vegetarian lunch, a boat ride, and many other activities. The system is a trust-based currency that unites city partners, including tourist attractions, the municipality, and hotels, to encourage sustainable tourism and community engagement in Copenhagen. This initiative aims to raise awareness of Copenhagen’s sustainability efforts and encourages visitors to adopt more sustainable behaviours. By focusing on long-term strategies, CopenPay aims to create lasting change. We are committed to continuously evolving the initiative to tackle emerging sustainability challenges and opportunities. This includes collaborating with local businesses, international partners, and the community to develop innovative solutions that promote sustainable tourism practices.

In an era where many destinations face challenges like over-tourism, CopenPay addresses these issues positively and engagingly, making tourism a force for good. Visitors earn rewards for climate-friendly actions, integrating sustainable tourism into the Copenhagen experience and supporting the city’s green goals. Partnering with 26 local attractions, hotels, and experiences ensures a city-wide initiative, promoting sustainable tourism and highlighting Copenhagen’s commitment to long-term sustainability goals.

MEASURABLE TARGETS 
Wonderful Copenhagen aims to inspire visitors to adopt sustainable practices through CopenPay, encouraging lasting behavioural change. This aligns with our strategy to use tourism to inspire climate action. CopenPay enhances Copenhagen’s reputation as a green destination and supports its global market position.

Looking ahead, we plan to expand the CopenPay initiative by involving more partners, reaching a broader audience, and extending the season.

Our major targets for CopenPay in 2025 include:

• Gaining 40 partners, each offering a reward for a climate-friendly action
• Encouraging 5,000 people to act more sustainably while in Copenhagen
• Extending the campaign period from 4 to 8 weeks
• Achieving 75% satisfaction among CopenPay users
• Being featured in 100 articles
• Reaching a total audience of 5,000,000 people

We will continue to introduce new and innovative ways to inspire people to act sustainably and encourage them to take these practices home. Additionally, we hope to inspire other destinations. Our vision is to create a lasting impact on the tourism industry in Copenhagen, making it a model for sustainable tourism worldwide.