Europe motivates “green” visitors - Cities offer innovative rewards to boost sustainable tourism
Dozens of popular destinations in Europe have imposed fines, taxes and other restrictions on travelers in recent months, aiming to combat overtourism. Last year, however, Copenhagen took a very different approach. The Danish capital began rewarding tourists who demonstrate responsible behavior through the “CopenPay” initiative. The main goal of this scheme is to show travelers that climate action can be much easier than they think, while promoting sustainable tourism.
Rewards include free bike rentals, boat tours and free lunches for those who help in municipal gardens, collect rubbish or use public transport. Following Copenhagen's initiative, other European cities such as Berlin, Helsinki and Bremen have shown interest in trying the same model.
Berlin is considering launching an initiative next year that could reward commuters who travel by train, stay longer, eat plant-based foods and participate in eco-friendly activities. Benefits could include discounts on museum admission, free food or free bike rentals. The city has suggested it will use mobile apps and points-based systems to streamline the rewards and onboarding process, along with local partners.
Helsinki is also considering introducing its own version of a rewards scheme, with a particular focus on regenerative tourism and Baltic Sea restoration projects. The scheme would also encourage the use of public transport and cycling, with rewards such as free lunches and reduced-price tours, among other things.
Popular ski destinations in the Alps, such as Via Lattea in Italy and Les Gets‑Morzine in France, are offering discounts of up to 25% for visitors traveling by train this year.
Rewarding tourists for responsible behavior is not a new concept. Cities like London have had similar schemes for years. For example, in July, visitors and residents in London were rewarded with a free drink for participating in plastic waste cleanups. In Switzerland, travelers who choose to explore the country by public transport receive free entry to over 500 museums and up to 50% discounts on most mountain cable cars.
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