“Integrating a city’s sustainability policies with visitor experience is creating a new competitive arena in global tourism.”
Inspiration Source: Copenhagen and CopenPay
Launched in Copenhagen in 2024, the CopenPay program drew attention as a model that encourages behavioral change in tourism through rewards. The program guides visitors toward eco-friendly transportation methods such as public transit, cycling, or walking; participation in volunteer environmental activities; and engaging with the city through longer stays. In return, visitors receive free bike rentals, museum and cultural venue admissions, boat tours, and discounted activities. This approach transforms tourism from a consumption-oriented experience into one where the visitor becomes an active participant in the city.
The Impact of CopenPay and Growing Global Interest
Following its pilot phase, the program expanded threefold in summer 2025, covering more than 90 tourist venues. Participants formed a deeper connection with the city through a model that rewards environmentally conscious behavior. The success of CopenPay was not limited to Copenhagen; cities such as Bremen, Berlin, and Helsinki began exploring similar programs for their own destinations. This demonstrates the growing adoption of a “reward-based, sustainable, and responsible tourism approach” across the sector.
Bremen’s Sustainable Tourism Initiative: An Incentive Model for Train-Arriving Visitors
Germany’s city of Bremen, inspired by CopenPay, has begun welcoming tourists arriving by train with surprise goodie bags. These bags include discount vouchers and gifts from local businesses, offering visitors an experience that is both eco-friendly and supportive of the local economy. The campaign strengthens Bremen’s identity as a sustainable destination and encourages visitors to adopt environmentally responsible behaviors. For 2026, the city plans to expand the scope of the program and transform it into a more systematic sustainable tourism model.
Sustainable Tourism at a Megacity Scale: Berlin’s 2026 Reward Program
Berlin plans to launch a CopenPay-inspired reward program in 2026. The initiative will reward visitors who arrive by train, choose eco-friendly accommodation, or follow a plant-based diet. Rewards will include museum and event discounts, bike rentals, and cultural experiences. Implementing such a model in a major metropolis aims to influence visitor behavior, reduce environmental pressure, and position Berlin as a leading destination in sustainable urban tourism.
Regenerative Tourism for the Baltic Ecosystem: Helsinki’s Nature-Driven Approach
Helsinki is planning a “regenerative tourism” program inspired by CopenPay, aimed at protecting the Baltic Sea and its surrounding ecosystem. The program encourages sustainable accommodation choices and low-impact transportation while directing visitors toward experiences that contribute to nature conservation and ecosystem restoration. This approach supports the preservation of natural resources in and around the city while enabling visitors to engage in a more conscious tourism experience.
“Behavior-incentive tourism models now define destination competitiveness through sustainability performance.”
The Importance of Responsible Tourism and Future Outlook
These reward-based models help cities manage the environmental and social impacts of tourism. Visitors become not just consumers but active participants in the experience and in the city itself. While the visibility of local businesses increases, the preservation of cultural and natural resources is also strengthened. CopenPay and similar programs show that sustainable tourism is no longer a choice but an emerging global standard. For destinations such as Türkiye and the Mediterranean, these models offer an inspiring framework for managing seasonal pressure, supporting local economies, and ensuring environmental sustainability.
