As overtourism forces cities like Venice to impose fines on tourists, Copenhagen is charting a more constructive path
Amy Pavri / Janna Fontbona
Last summer, the danish capital launched CopenPay, a pilot scheme led by the official tourism platform Wonderful Copenhagen, which rewarded visitors for eco-friendly behavior. Instead of punishments, the campaign offered perks like free coffee, museum entry, or even kayak tours to those who biked, used public transport, or volunteered in urban gardens.
After presenting proof, such as a train ticket or a cycling selfie, tourists and locals could use the CopenPay app to locate rewards and explore the 24 participating attractions on a map. The goal was to enrich cultural experiences while lightening the city’s environmental footprint.
Map of the attractions of CopenPay 2024
https://maps.app.goo.gl/rCzVcsrbCWVe17z27
Oscar Med, assistant manager at MACA Museum, saw the impact firsthand as one of the 24 attractions in last year’s campaign: “it made the customers enjoy their time in the museum more because they knew they were going to have a coffee.” He adds, “ This was a good start on being pioneers in terms of sustanability as a city”
Following last summer’s success, the campaign returns this year, running for two months and expanding to include three times as many attractions, experiences, and hotels.
The final list of participants is still being confirmed, but even as it grows, the initiative remains focused not on increasing tourism, but on creating more enriching, low-impact experiences. “We’re empowering people to experience more of what Copenhagen offers while placing less burden on our planet,” said Mikkel Aarø Hansen, CEO of Wonderful Copenhagen.