Europe’s tourist hotspots have spent months putting up barriers. Copenhagen tried handing out perks instead, and now other cities are taking notes.
The Danish capital launched CopenPay in 2024, rewarding tourists who show responsible and conscious behaviour. The aim is to show travellers that climate actions “can be much easier than they think,” while promoting sustainable tourism.
Under the program, travellers can get free bike rentals, boat tours and lunches if they help in communal gardens, collect litter and use public transport.
That approach has drawn attention from other destinations including Berlin, Helsinki and Bremen.
“Since launching CopenPay last summer, we’ve been met by an enormous interest from cities and tourist boards from Europe, Asia and North America, all wanting to know more about CopenPay and our learnings,” said Søren Tegen Petersen, CEO of Wonderful Copenhagen, to EuroNews.
“So far, we have shared insights on CopenPay with more than 100 interested parties.”
Bremen is the latest city to say it will launch its own version. The German city announced BremenPay, due to start in May 2026, as a tourism initiative rewarding sustainable travel choices.
The scheme would cover activities including walking, arriving by train, cycling, boat hires, extending a stay in Bremen and shopping consciously from second-hand shops and local, artisinal boutiques.
Travellers who provide proof of those activities, such as a photo or ticket, could receive rewards including free city tours, coffee and reduced admission fees to tourist attractions.
Bremen already has a related campaign with Deutsche Bahn. Overnight guests arriving by train receive surprise goodie bags with small gifts and vouchers from local tourism businesses.
“The campaign was very well received by our visitors and has encouraged us to further expand the concept, strengthening Bremen as a sustainable destination,” said Oliver Rau, managing director of Bremen Marketing and Tourism, Wirtschaftsförderung Bremen GmbH. “For 2026, we are planning an even larger initiative.”
Berlin is also considering a similar program and could begin pilot testing this year. The proposed model could reward travellers who arrive by train, stay longer, eat plant-based meals and take part in eco-friendly activities.
Possible perks include museum entry fee discounts, free food and complimentary bicycle rentals.
The city expects the program could help narrow the gap between tourists who want to act more responsibly and their actual behaviour. Berlin has suggested it would use mobile apps and points-based systems to manage rewards and engagement, alongside partnerships with local businesses.
Helsinki is also looking at a version of the idea, with a likely focus on regenerative tourism and Baltic Sea restoration projects in collaboration with other Baltic and Nordic destinations.
Its scheme would also encourage tourists to use public transport and cycle, with rewards such as free meals and discounted tours.
Elsewhere, some Alpine ski destinations are already using discounts to push lower-emissions travel. Via Lattea in Italy and Les Gets-Morzine in France are cutting up to 25 percent off ski passes this year for visitors who arrive by rail.
Rewarding responsible behaviour is not new. London has run similar local schemes for years. In July, during Plastic Free July, visitors and residents have been rewarded with a free drink for taking part in cleanups.
In Switzerland, travellers who explore the country by public transport can get free entrance to more than 500 museums with a Swiss Travel Pass, as well as up to 50 percent off most mountain railways.
Wild Sweden, an award-winning holiday company, also offers spa access and a free meal at Hotel Savoy in Lulea to visitors who arrive in Swedish Lapland by rail for their Northern Lights and wildlife holiday.
Last spring, Normandy launched a low-carbon tariff offering a discount of at least 10 percent on admission to 90 attractions and cultural sites. The offer applies to visitors arriving in the northern French region by bus, train or cycle, and can be used at castles, museums, monuments and parks, as well as for bike rentals, canoeing and escape rooms.
