Marybeth Collins
Overtourism has become a pressing issue in many European cities, leading to various measures to curb its negative impacts. From Portofino’s selfie ban to Amsterdam’s potential cruise ban and Iceland’s proposed tourist tax, cities are grappling with ways to balance tourism with sustainability.
Tourism strains local resources and economies and contributes significantly to global emissions. Responsible travel is more crucial than ever, but finding ways to incentivize eco-friendly behavior among tourists remains a challenge.
Copenhagen is tackling this issue head-on with an innovative approach: rewarding visitors and residents with free meals, cruises, and other activities in exchange for participating in eco-friendly tasks. This initiative, known as CopenPay, aims to transform sustainable actions into valuable experiences, encouraging tourists and locals to engage in climate-friendly activities.
The CopenPay Initiative
Launched on July 15 and running until August 11, CopenPay is a trial scheme designed to coincide with Copenhagen’s peak tourist season. Visitors and residents can earn rewards such as free meals, coffee, beer, tours, and activities by engaging in green tasks. This program is part of Copenhagen’s broader strategy to promote sustainable tourism while enhancing cultural experiences.
Mikkel Aarø-Hansen, CEO of Wonderful Copenhagen, emphasizes bridging the gap between the desire to act sustainably and actual behavior. “We want visitors to make conscious, green choices and hopefully end up getting even better experiences while they visit,” he says.
“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,” says Lord Mayor of Copenhagen Sophie Hæstorp Andersen.
How CopenPay Works
CopenPay involves 24 organizations and businesses, including major cultural and recreational institutions like The National Gallery of Denmark, The National Museum, and the Copenhagen Surf School.
Urban garden Øens Have and eco culinary hub BaneGaarden offers free lunches to volunteers. Discounts on breakfast are available at the social eating community Absalon for those who travel by foot, bike, or public transport. Museums provide various incentives: free ice cream at The National Museum, free coffee at Frilandsmuseet and the Museum of Copenhagen, and discounted tickets at Enigma.
Activities also include free kayak rentals for collecting water waste and free canal tours and boat cruises for those using sustainable transportation methods. Most rewards operate on a trust basis, although some venues may require proof of participation in eco-friendly activities.
Potential for Expansion
If successful, CopenPay could become a permanent fixture in Copenhagen and expand to other parts of Denmark. The tourism board is clear that the initiative is not intended to increase tourism but to promote sustainable practices among visitors. “Imagine if we could have people taking a greener mindset back with them – if that was the souvenir they got – that would be amazing,” says Rikke Holm Petersen, Wonderful Copenhagen’s communications chief.
Denmark’s Comprehensive Commitment to Sustainability
Holistic Approach to Sustainability
To the Danes, sustainability isn’t just a buzzword; it’s a way of life. They embrace a holistic approach that encompasses several key areas:
- Renewable Energy: Denmark has built a world-class green energy system. About two-thirds of Danish electricity comes from clean sources, including wind and solar power. The country is a leader in wind energy, with offshore wind farms playing a crucial role in its energy mix.
- Water Management: Danes care deeply about their water resources. They drink water directly from the tap—a testament to their commitment to clean water. Their water management strategies focus on sustainability and efficiency, ensuring this precious resource is preserved for future generations.
- Waste Recycling: Denmark excels in waste management and recycling, turning trash into treasure, and minimizing landfill waste. Advanced recycling systems and waste-to-energy plants help reduce the environmental impact of waste, making Denmark a model for other nations.
- Green Transportation: Bicycling culture is practically woven into the Danish DNA. Copenhagen, for instance, aims to become the world’s first carbon-neutral capital within the next three years. The city boasts more bicycles than cars, extensive bike lanes, and initiatives to promote cycling as a primary mode of transportation.
- Energy-Efficient Buildings: Given their chilly climate, Denmark focuses on making buildings energy-efficient. Companies like Rockwool (insulation) and Velux (windows) lead the charge here, developing innovative solutions that reduce energy consumption and enhance comfort.
Shipping Green
Denmark is the sixth-largest shipping nation globally, and Maersk Line—the world’s largest container shipping operator—is Danish. Shipping accounts for 2-3% of global greenhouse gas emissions, and Maersk Line is taking bold steps to reduce its carbon footprint. They plan to operate the world’s first carbon-neutral cargo vessel by 2023, powered by e-methanol from renewable sources like biomass and solar energy.
Samso Island: A Sustainable Gem
In the heart of Denmark lies Samso Island, renowned for its delicious potatoes and pioneering sustainability efforts. Since 2007, Samso has been 100% sustainable, relying entirely on renewable energy sources such as wind, solar, and biomass. The islanders have replaced oil-burning heaters, insulated their homes, and created a model of sustainable living.
Denmark’s Climate Partnerships
Denmark isn’t content with just local achievements. The country has introduced 14 Climate Partnerships involving the private sector in its climate goals. These partnerships explore ways for different sectors to contribute to CO2 reduction while supporting competitiveness, exports, jobs, and welfare. Through collaborative efforts, Denmark aims to create a sustainable economy that benefits both the environment and the people.
Copenhagen’s CopenPay initiative underscores its reputation as a leader in sustainability. The city is ranked globally as the third-most sustainable city, with a robust cycling infrastructure, significant renewable energy use, and biomass-powered heating. Nationally, Denmark is implementing policies to cut emissions by 70% from 1990 levels by 2030, including the world’s first carbon tax on agriculture.
In addition to these partnerships, Denmark has committed to ending oil and gas exploration in the North Sea by 2050.
