Copenhagen launches global tourism initiative to reward eco-friendly travellers

Copenhagen has officially launched a new global travel initiative today during the European Tourism Forum held in the Danish capital. Developed by the city’s official tourism board, DestinationPay is designed to encourage positive visitor behaviour by rewarding visitors who engage in environmentally or socially beneficial actions. The model builds on the city’s local CopenPay programme and invites other countries worldwide to adopt similar strategies.

DestinationPay, which was first piloted in summer 2024 and expanded in 2025, is intended to serve as a framework for cities and regions interested in implementing their own versions. The original iteration offered incentives such as free cultural experiences to travellers who performed good deeds, such as collecting rubbish or cycling to attractions. “We’ve seen how many of our visitors seek different and more meaningful experiences,” said Søren Tegen Petersen, CEO of Wonderful Copenhagen. “Tourists don’t just want to see a city anymore – they want to be part of it. CopenPay gave them that opportunity. DestinationPay is how we scale this mindset to the world”.

The scheme has already attracted international interest. Over 100 travel hotspots have reportedly contacted the Danish board, and Berlin will be the first city to launch its own version, BerlinPay, in summer 2026. Sabine Wendt, CEO of Berlin’s visitor economy initiative, said: “CopenPay shows that positive change works best when people can actively experience it. It is a strong concept for improving tourism, and we would therefore be pleased if other cities also considered this idea.”

The Normandy region in France is also exploring the model. Michael Dodds, director of the Normandy Tourist Board, said: “We are inspired by CopenPay in terms of further development of our scheme. And we see great possibilities in upscaling this way of working on changing the behaviour of tourists internationally.”

An online webinar scheduled for February 2026 will provide access to the tools, data and insights gathered during the project’s development, and interested locations will receive a playbook to help them implement similar programmes. DestinationPay reflects a shift in the industry towards valuing contribution over consumption, and so far the response has been overwhelmingly positive. Since its inception, CopenPay has seen participation from over 30,000 tourists and more than 100 local partners. According to organisers, 98% of participants said they would recommend the scheme, and seven in ten reported changing their travel habits afterwards.

EU commissioner for sustainable transport and tourism Apostolos Tzitzikostas commented: “We supported CopenPay from the very beginning because it reflects the vision behind our Transition Pathway for Tourism, where innovation and sustainability go hand in hand. I am delighted to see Copenhagen now bringing this approach to a global stage with DestinationPay – a solution that can inspire many destinations around the world.”

Food Desk

For further information about DestinationPay and rewards on offer, visit their website here.