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CopenPay
23 May, 2025
A newly launched initiative in Copenhagen is encouraging travellers to adopt more sustainable habits while exploring the city. The timing is particularly apt, as concerns over overtourism continue to grow in holiday hotspots across Europe.
Copenhagen’s ‘CopenPay‘ scheme is smart yet simple, setting out to reward tourists for making more sustainable choices. Think a free glass of wine if you cycle instead of drive, 50% off lunch at the Copenhagen Pier Bar (Marriott Hotel) for litter picking, or an open water swim and sauna session at Copenwater, purely for rocking up on foot.
Beyond the obvious perks of the scheme, it demonstrates how initiatives like this can be adopted and steered by hotels and others in the hospitality space to engage with guests and guide them toward more sustainable, eco-conscious options in the local area. What better way to show, rather than tell, your guests that you’re committed to improving your sustainability impact than to tempt them with eco-perks while you work away at the core stuff as well?
It does become a whole lot easier when there’s a tangible incentive involved. Whether a glass of wine, a discounted lunch or free access to museums and activities, these rewards are a win-win solution to nudge tourists in the right direction
By Bertie Bateman