Copenhagen’s green tourism initiative CopenPay is back. And it’s three times bigger than before – running twice as long. This year, it rewards tourists who arrive by train with free or discounted experiences across the city.
The programme lets visitors “pay” for cultural and leisure activities by making responsible choices – such as travelling by rail, staying four nights or more or cycling instead of driving. More than 90 attractions are taking part, up from 30 in 2024.
An attempt to push for more green initiatives
Tourism is a major driver of global emissions. CopenPay aims to shift behaviour by rewarding low-impact choices and raising awareness.
“The biggest climate impact from tourism comes from transportation,” said Søren Tegen Pedersen, CEO of Wonderful Copenhagen. “So this year, we encourage travellers to take the train to Copenhagen.”
Visitors arriving by rail can earn perks like free bike rentals, guided tours, yoga sessions or vegetarian meals. CopenPay also rewards longer stays as a way to reduce overall travel and emissions.
“We want visitors to travel less but stay longer,” said Pedersen. The initiative is part of Copenhagen’s push to become the world’s most sustainable urban destination.
“Tourism must move from being an environmental burden to a force for positive change,” said Pedersen. “With CopenPay, we aim to raise travellers’ awareness about choices and impact.”
Last year’s pilot saw bike rentals rise 29% and 98% of participants said they would recommend the programme. Wonderful Copenhagen says interest in the model has come from over 100 destinations worldwide.
CopenPay runs from 17 June to 17 August. For full details, visit www.CopenPay.com
Read CMW’s exclusive interview with Copenhagen CVB’s director Kit Lykketoft here
