To encourage tourists to act more sustainably, Wonderful Copenhagen is launching a new initiative: Get rewarded by Copenhagen attractions with climate-friendly actions.
There is a strongly-felt need to change the mindset of tourists and to encourage green choices. Data shows a considerable level of willingness to do so, with 82% of people polled saying that they want to act sustainably, but with only 22% having actually changed their behaviour (Kantar, Sustainability Index 2023.)
This is why Copenhagen’s official tourism organisation is introducing CopenPay – a new initiative that will transform green actions into currency for cultural experiences. It is Copenhagen’s ambition to inspire visitors to make conscious green choices and to help bridge the large gap between the desire to act sustainably and their actual behaviour.
CopenPay rewards actions such as cycling, participating in clean-up efforts, or volunteering at urban farms, with access to a variety of enriching experiences. These include complimentary guided museum tours, free kayak rentals, and even a free vegetarian lunch made from locally-grown crops.
For instance, visitors arriving at the National Gallery of Denmark with plastic waste are invited to a workshop to turn it into a piece of art. Similarly, taking public transport or a bike to Copenhagen’s iconic heating plant grants the unique experience of skiing down its slope, located on the building’s roof.
Says Mikkel Aarø-Hansen, CEO at Wonderful Copenhagen: “It is a core task for us to make travelling sustainable. And we will only succeed if we bridge the large gap between the visitors’ desire to act sustainably and their actual behaviour. It might sound simple, but it is not.
“We want visitors to make conscious green choices, and hopefully to end up enjoying even better experiences while they visit. Through CopenPay, we therefore aim to incentivise tourists’ sustainable behaviour while also enriching their cultural experience of our destination. It is an experimental – and a small – step towards creating a new mindset amongst travellers, and just one among many initiatives we are doing to make travelling more sustainable.”
The simplicity of the system allows easy participation: tourists can show a train ticket, arrive on a bicycle, or present other simple proof of green actions to redeem their rewards. This summer, all tourists are invited to partake in CopenPay, with regular updates on available attractions and rewards at copenpay.com.
Launching with over 20 attractions this summer, CopenPay not only aims to enhance the guests’ local experience but also to inspire other destinations to follow suit.
Mikkel Aarø-Hansen continues: “We must turn tourism from being an environmental burden into a force for positive change – and one important step in this transformation is to change how we move around at the destination, what we consume, and how we interact with the locals. With CopenPay, we want travellers – as well as local attractions – to focus on the change, and the choices, that we need to make”.
He concludes: “Since travelling is international, our success is dependent on the choices of people and destinations elsewhere. We therefore also strive to inspire sustainable behaviour, and cultural appreciation, worldwide.”
The hope is not only to continue – and to expand – the pilot project, but also to inspire other cities around the world to introduce similar initiatives.
Lord Mayor of Copenhagen, Sophie Hæstorp Andersen comments: “I am thrilled to see an initiative like CopenPay that combines our rich cultural life with a strong commitment to sustainability. 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.”
Facts about CopenPay:
- The pilot project will run throughout the high season, over four weeks, from Monday, 15th July, to Sunday, 11th August, 2024.
- Website: www.CopenPay.com, launching 15th July, 2024.
A wide range of attractions will take part in the pilot project, including:
- The National Museum
- The National Gallery of Denmark
- The Museum of Copenhagen
- The running club Sparta
- Green Kayak
- Copenhill
- The urban garden
- Bike rental from Donkey Republic… and many more.
