Beyond Copenhagen: European cities that reward sustainable travelers

Becoming a conscious traveler is increasingly important: we are living in a time when climate change and environmental events can no longer be ignored. Tourism is responsible for 8% of global carbon emissions, and while our individual impact may seem minimal, it can make a difference.

To encourage sustainable choices, some cities have introduced systems that reward those who opt for eco-friendly modes of transport such as trains or bicycles. Copenhagen was a pioneer, pioneering a new way of tourism with its innovative CopenPay program, also inspiring Berlin, Bremen, and Helsinki.

What is CopenPay?

The city of Copenhagen is offering rewards to those who engage in eco-friendly activities such as cycling , using public transport, or collecting plastic. The campaign, titled CopenPay , is designed to help offset the negative environmental impact of travelers visiting the Danish capital. The tourism board, Visit Copenhagen, hopes this will "encourage sustainable behavior and enrich the cultural experience of visitors and residents of Copenhagen, turning green actions into currency for cultural experiences ."

These gifts could consist of a restaurant meal, coffee, wine, Danish pastries, museum admission, kayak rental for river cruising, and additional time for activities at recreation centers or cultural workshops.

In 2024, the pilot program exceeded all expectations: during the 4 weeks of CopenPay last year, the use of rental bikes increased by 29% , a large amount of waste was collected, and 98% of participants said they would recommend the initiative.

European cities that reward green travelers

Following Copenhagen's lead, the cities of Berlin, Bremen and Helsinki are now taking their cue by creating their own versions of the initiative.

In Bremen , travelers arriving on night trains receive surprise bags containing vouchers and small gifts from local tourist businesses. The campaign, developed in collaboration with Deutsche Bahn, has been a huge hit with visitors and is expected to expand further in 2026.

Helsinki , on the other hand, is thinking big, aiming to promote regenerative tourism in the Nordic and Baltic countries, with projects like the restoration of the Baltic Sea at the forefront. "CopenPay is an excellent initiative, and we're happy to build on that spirit," said Nina Vesterinen, director of the Department of Tourism Promotion.

Berlin , finally, is working to create a project similar to the Danish one, offering a free bicycle to anyone arriving in the city by plane, along with other rewards that will be established in the coming months.

Experts see enormous potential in this Copenhagen-born model, especially in a context where travel numbers continue to grow. Initiatives like this transform tourism into a conscious and rewarding experience, which could soon become the rule rather than the exception. Traveling, in this way, isn't just about discovering new places, but also about making a tangible contribution and returning home with deeply valuable experiences.