Danish tourist organization Wonderful Copenhagen has launched DestinationPay, giving travelers worldwide the ability to earn rewards for “doing good.”
The program is an extension of CopenPay, which was initially launched in summer 2024 and expanded in May. The program encourages travelers to make sustainable choices, like cycling instead of driving, arriving in the city by train or taking part in a local clean-up, in exchange for in-destination rewards.
Since the launch, Wonderful Copenhagen noted that over 100 destinations reached out for information on the initiative. DestinationPay responds to that demand, providing the framework for other locations adopt their own versions of the “nudging scheme.”
“We believe CopenPay is too important to keep to ourselves. Many destinations are already considering implementing it, and Berlin was the first to create their own DestinationPay—BerlinPay,” said Søren Tegen Petersen, CEO of Wonderful Copenhagen.
“We’re not just allowing others to use the model—we’re encouraging it, and we wish to share all our learnings and even the challenges we’ve faced along the way.”
Wonderful Copenhagen has scheduled a free online webinar for February, where the organization will share insights and learnings from the CopenPay model.