In a groundbreaking initiative aimed at promoting sustainable tourism, Wonderful Copenhagen has introduced CopenPay, a program that allows tourists to pay for attractions with climate-friendly actions. This effort addresses the significant gap between tourists’ expressed willingness to act sustainably (82%) and their actual behavioral changes (22%).
CopenPay transforms eco-friendly actions such as cycling, participating in cleanup activities, and volunteering at urban farms into a currency that can be redeemed for cultural experiences in Copenhagen. Rewards include complimentary guided museum tours, free kayak rentals, and vegetarian lunches made from local produce.
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Mikkel Aarø-Hansen, CEO of Wonderful Copenhagen, emphasized the importance of aligning tourists’ sustainable intentions with their behaviors: “We want visitors to make conscious, green choices and hopefully end up getting even better experiences while they visit. Through CopenPay, we aim to incentivize tourists’ sustainable behavior while enriching their cultural experience of our destination.”
Participation in CopenPay is straightforward. Tourists can present simple proofs of green actions, such as train tickets or bicycles, to earn rewards. The initiative, which launches this summer with over 20 attractions, offers regular updates on available rewards at copenpay.com.
Sophie Hæstorp Andersen, Lord Mayor of Copenhagen, expressed her support for the initiative: “By converting green actions into currency for cultural experiences, tourists are given a unique opportunity to explore Copenhagen in a way that benefits both the environment and the local community. This aligns perfectly with our values and ambitions to promote sustainable solutions in Copenhagen.”
CopenPay not only aims to enhance the local experience for tourists but also hopes to inspire similar sustainable initiatives in other destinations.
Source: Copenhagen Launches CopenPay: A New Green Experience Economy Initiative
