by Lacey Pfalz
Last updated: 9:50 AM ET, Mon May 12, 2025
CopenPay, the city of Copenhagen’s creative ‘green experience economy’ that rewards tourists for protecting and supporting the environment, launches with 90 participating attractions this summer that provide free experiences for tourists in exchange for choosing sustainable travel options.
CopenPay was tested last summer with a selection of 20 partners, including local farms and museums which allowed free access or experiences to participating travelers who chose to do “green actions,” which include using the city’s public transport or participating in a cleanup initiative. The pilot program increased bike rentals by 29 percent and encouraged the collection of tons of litter. Additionally, 98 percent of its participants would recommend it to others.
This year, CopenPay will offer 90 participating attractions across the city and will run longer this summer, for a total of nine weeks from June 17 to August 17. Participating attractions include The National Museum, Kronborg Castle, The National Gallery of Denmark, Copenhill, The Urban Garden and others.
As part of the expansion, travelers who arrive in Copenhagen via train instead of airplane can enjoy perks like free bike rentals, yoga sessions, guided tours or discounted entry to the city’s attractions. The city is also rewarding stays over four days long as a responsible tourism method.
"By integrating more responsible actions into the visitor experience, CopenPay is redefining how we in Copenhagen approach tourism,” says Søren Tegen Pedersen, CEO of Wonderful Copenhagen. “Rather than bringing more tourists to the city, the goal with CopenPay is to nudge our visitors and raise their awareness about traveling in a more sustainable way - exploring Copenhagen more responsibly while being rewarded with unique experiences.”
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