A tourism initiative by the city of Copenhagen—rewarding eco-conscious travelers with perks—is so successful that starting this month, it is being implemented year-round. The CopenPay program is a system that thanks visitors for making greener decisions, such as taking the train, walking, or biking (the bike-friendly city has four times more bikes than cars), among other eco-friendly activities, such as helping out with cleanup efforts.
CopenPay started out as “a slightly crazy idea, that tourists would spend part of their precious holidays doing something good for the city—like collecting litter—in exchange for experiences. And ... the idea turned out not to be so crazy after all,” Rikke Holm Petersen, director of behavior at Wonderful Copenhagen, said in a statement.
Denmark, made up almost entirely of islands, is one of the most sustainable and socially responsible countries in the world, recognized for its innovative and progressive approaches to renewable energy and climate change adaptation. It’s home to the cleanest waste-to-energy power plant in the world, CopenHill, which has a ski slope atop the recycled steel, concrete, and aluminum building, and GreenKayak, a nonprofit that lends kayaks for free to those willing to remove trash from the Copenhagen canals as they paddle—to name just two of its eco-friendly initiatives. So it’s no surprise that Denmark’s largest city is incentivizing visitors to make more eco-conscious travel decisions.
CopenPay, which will become a permanent, year-round program on June 22, is simple yet effective. To participate, check the program’s website for activities and rewards. Then when you want to redeem a perk, just show proof of participation in an eligible activity (flash a train ticket or a photo of yourself cleaning up trash, for example). And in return, each participating business dishes out a complimentary perk.
The NGO GreenKayak offers free kayaks to Copenhagen residents and visitors—so long as they collect trash from the water along their journey.
Courtesy of GreenKayak
For example, you can get a free organic meal at BaneGaarden for collecting trash, and if you ride a bike you can get discounts for concerts and other cultural happenings. Taking public transport will get you free entry into the home of Shakespeare’s Hamlet, UNESCO’s Kronborg Castle, in the coastal town of Elsinore.
Other discounts and freebies, run the gamut from sustainability lectures at Copenhagen University to yoga sessions under the palm trees of Crowne Plaza Copenhagen, plus guided tours at Carlsberg Brewery (the underground art space Cisternerne) and the Danish Architecture Center.
Following the success of CopenPay, in February 2026, the sustainable tourism project was made available to other destinations worldwide through a program called DestinationPay. According to Copenhagen’s tourism marketing organization, more than 350 destinations have signed up to introduce the concept, with Berlin having already launched its own BerlinPay initiative this spring.
Through CopenPay, environmentally conscious Danes are sharing their way of life with visitors. And who doesn’t love a freebie—and knowing you’ve contributed to helping the planet?
This article was originally published in July 2024 and was most recently updated on June 9, 2026, with current information.
