The Copenhagen Tourist Board has launched an innovative initiative to promote sustainable tourism. Visitors to the city can now earn rewards, including complimentary food and activities, by participating in eco-friendly activities during their stay.
This pioneering approach aims to encourage responsible travel practices and foster a culture of environmental stewardship among tourists. By engaging in green tasks, travellers can enhance their experience and contribute to the city’s efforts to reduce its carbon footprint.
Starting July 15, Copenhagen’s tourist attractions will launch a pilot program incentivising visitors to engage in eco-friendly activities. The “CopenPay” initiative rewards sustainable behaviours like cleaning up litter, using public transportation, and cycling with complimentary perks such as meals, beverages, and kayak rentals.
By encouraging responsible tourism practices, the program aims to mitigate the environmental impact of visitorship, as stated by the Copenhagen Tourist Board. This innovative approach promotes a culture of sustainability and offsets the ecological footprint of tourism in the city.
Rikke Holm Petersen, the tourist board’s communications chief, acknowledges that travel inevitably involves some environmental impact, such as pollution from flying or driving. However, she emphasizes that the board encourages sustainable behaviour at destinations, starting with small steps.
The “CopenPay” pilot project is a trust-based initiative that relies on participants to honour their commitment to eco-friendly activities without requiring strict proof. While some attractions may request a photo or ticket stub as verification, the focus is on promoting a culture of sustainability.
Currently, 24 organizations, including museums, rooftop bars, and kayaking charities, have joined the pilot, which is not subsidized by the government. Despite its modest scope, the project marks a promising beginning towards a greener future in tourism.
According to government records, Denmark welcomed over 12 million overnight visitors in 2022. Rikke Holm Petersen expects a limited number of travellers to participate in the “CopenPay” pilot, which will run until August 11. Othy Jasper, a 25-year-old Londoner scheduled to visit Copenhagen for work in August, expressed his awareness of the environmental impact of air travel.
“As someone who travels frequently, I’m mindful of my carbon footprint,” he said. “Flying is a significant contributor to pollution, so I consider whether each trip is necessary and weigh the benefits against the environmental cost.”
Othy Jasper shared his thoughts on the “CopenPay” initiative, praising the effort to address climate concerns. However, he expressed reservations about participating in activities like litter collection in exchange for rewards, citing the perceived effort required. Despite this, he acknowledged the potential impact of the scheme.
Rikke Holm Petersen envisioned a successful pilot leading to a wider rollout, with a profound outcome: “Imagine if visitors adopted a greener mindset as a lasting souvenir, carrying it back to their homes and communities – that would be a truly remarkable outcome.”
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