CopenPay: Copenhagen’s Clever Reward for Green Tourists

What unsustainable behaviour needs to change:

Tourism contributes heavily to CO₂ emissions, and even in green-minded Copenhagen, its impact is visible. Many visitors still fly in for short stays, rely on taxis, and stay in high-turnover accommodations—habits that strain the city’s sustainability goals. Although Copenhagen’s compact size makes low-carbon options like biking and public transport easily accessible, unfamiliarity and convenience often lead tourists to rely on higher-impact choices by default.

This is part of a wider behavioural pattern: 82% of tourists want to act sustainably, but only 22% actually do. In cities where green options exist but aren’t always obvious or incentivised, the challenge lies less in infrastructure—and more in making those choices attractive and salient.

The Green Nudge:

Enter CopenPay—a city-run programme that nudges tourists towards green habits by rewarding sustainable actions. Rather than punishing unsustainable choices, CopenPay makes the greener option more attractive. Piloted by Wonderful Copenhagen in the summer of 2024, the initiative turned sustainable behaviour into a playful and rewarding experience for visitors.

Tourists could scan QR codes to collect points for simple, eco-friendly actions such as:

• Arriving by train or electric vehicle
• Staying in the city for at least four nights
• Cycling, walking, or using public transport
• Joining clean-up events or community gardening
• Opting for vegetarian or plant-based meals

These points could be exchanged for free experiences like museum tickets, coffee, kayak rentals, or yoga classes—making the benefits of climate-friendly choices instantly visible and tangible. By using principles of ‘positive reinforcement’ and ‘choice architecture,’ the programme shifted focus from sacrifice to enjoyment, empowering tourists to engage with sustainability in a fun and meaningful way.

The Results: CopenPay’s 2024 pilot delivered measurable success:

• A 29% rise in bike rentals in supported areas
• Over 1,200 kg of litter collected through volunteer activities
• A 98% satisfaction rate, with participants noting it enriched their experience of the city
• High uptake of both physical and social rewards, including urban gardening and clean-up events

In 2025, the programme returned at triple the scale, running for nine weeks with over 90 participating partners. CopenPay proves that when green choices are easy, visible, and rewarding, tourists are eager to take part.

Do you know of any other nudges that make tourism more sustainable? Feel free to get in touch: hello@green-nudges.com