The webinar, DestinationPay — A Global Tourism Model for Your Destination, aims to share how Copenhagen turned early tourism experiments into a widely recognised model that encourages conscious, sustainable visitor behaviour. Over the past year, CopenPay has grown from a pilot into a programme involving more than 100 local partners and thousands of visitors, demonstrating how tourism can benefit local communities while inspiring responsible travel practices.

The free webinar will explore the concept of DestinationPay — a framework that helps destinations encourage positive actions among visitors and residents alike. By rewarding constructive behaviours, such as engaging with local culture, preserving public spaces and supporting community values, the model supports tourism that is respectful, impactful and balanced. With global tourism projected to reach nearly 1.8 billion arrivals by 2030, tools like DestinationPay are increasingly relevant for destinations seeking to manage demand sustainably and enhance the overall visitor experience.

Participants in this interactive online event will gain a step-by-step understanding of how to implement the model in their own regions. The agenda includes:

• Why DestinationPay matters — understanding the need and opportunity for behaviour-focused tourism models.

• How it works — a practical breakdown of the concept and implementation phases.

• Lessons from CopenPay — insights and outcomes drawn from the Copenhagen experience.

• Getting started — platforms, partners and resources to begin locally.

• Next steps — opportunities to join a global alliance of forward-thinking destinations.

The webinar will also feature a live Q&A segment where attendees can engage directly with the CopenPay team and learn from their real-world results and strategic insights. This makes the event particularly valuable for destination managers, tourism boards, local authorities and tourism SMEs looking to embrace responsible travel initiatives that deliver social and environmental value.

By emphasising positive visitor behaviour and collaboration among stakeholders, DestinationPay aligns strongly with key priorities in European tourism—from enhancing the visitor experience to strengthening community benefits and supporting sustainable destination development.

#Sustainable Tourism #Responsible Travel #Sustainable Destinations #Tourism Development #Smart Tourism