Wonderful Copenhagen, the Danish Capital’s official tourism organisation, has announced the launch of an innovative initiative aimed at promoting sustainable tourism – CopenPay Rewards.
CopenPay Rewards
This pilot project allows tourists to pay for various Copenhagen attractions through climate-friendly actions, transforming green efforts into currency for cultural experiences. The pilot project will run from 15th July to 11th August 2024.
Wonderful Copenhagen says that it “recognises the need to change tourists’ mindsets and encourage eco-friendly choices”. CopenPay has been introduced to “bridge the gap between the desire to act sustainably and actual behavior”. According to data, while 82% of tourists express a willingness to act sustainably, only 22% have modified their behavior accordingly. CopenPay aims to inspire visitors to make conscious green choices, rewarding actions such as cycling, participating in cleanup efforts, or volunteering at urban farms with access to enriching experiences throughout the city.
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CopenPay offers a variety of incentives, including complimentary guided museum tours, free kayak rentals, and vegetarian lunches made from local crops. For example, visitors who bring plastic waste to the National Gallery of Denmark can participate in a workshop to transform the waste into art. Similarly, tourists who take public transport or cycle to Copenhagen’s iconic heating plant can enjoy a unique experience of skiing down its rooftop slope.
It is a core task for us to make travelling sustainable. We will only succeed if we bridge the large gap between visitors’ desire to act sustainably and their actual behavior. 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. It is an experimental and a small step towards creating a new mindset amongst travellers and one among many initiatives we are doing to make travelling more sustainable.
Mikkel Aarø-Hansen, CEO of Wonderful Copenhagen said.
The simplicity of the system allows easy participation: tourists can show a train ticket, arrive on a bicycle, or present other simple proofs of green actions to redeem their rewards.
Featured image by Wonderful Copenhagen
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