Wonderful Copenhagen, the official tourist organization of the Danish capital city, is bringing back its green experience economy, CopenPay, for 2025.
Launched as a pilot last year, the program encourages travelers to make sustainable choices—like cycling, using public transportation, taking part in a clean-up or eating plant-based food—in exchange for experiences across the city. CopenPay will run for nine weeks this summer, from June 17 to August 17, which is an increase from last year's four-week span.
In a new feature for 2025, CopenPay will provide perks to travelers who arrive in the city by train. Specific rewards include free bike rentals, yoga sessions, guided tours and discounts at Copenhagen attractions.
The program will also reward travelers who stay in Copenhagen for longer periods (four days or more) and therefore travel less. Those who arrive by electric car are entitled to discounted parking, too.
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“The biggest climate impact from tourism comes from transportation. So, this year, we encourage travelers to take the train to Copenhagen. Furthermore, we want visitors to travel less but stay longer. Therefore, we reward visitors who stay four days or more by offering benefits like free bike rentals or a vegetarian meal,” said Søren Tegen Pedersen, CEO of Wonderful Copenhagen.
Wonderful Copenhagen said that the program is bigger this year, growing from roughly 20 participating attractions to 90. Activities and experiences include The National Museum, Krongborg Castle in Elsinore, Donkey Republic bike rentals and The National Gallery of Denmark. While the program operates largely on trust, some rewards require travelers to provide proof such as train tickets or photos of biking.
"By integrating more responsible actions into the visitor experience, CopenPay is redefining how we in Copenhagen approach tourism. Rather than bringing more tourists to the city, the goal with CopenPay is to nudge our visitors and raise their awareness about traveling in a more sustainable way—exploring Copenhagen more responsibly while being rewarded with unique experiences,” Tegen Pedersen said.
Last year’s program “exceeded expectations,” Wonderful Copenhagen said, with bike rentals up by 29% and “tons of litter” cleaned up. Additionally, 98% of participants said they would recommend the initiative.
Since launching CopenPay, the tourism organization said that it has been invited to share learnings with over 100 destinations globally. The project has also become part of the European Union Transition Pathways for Tourism program.
“One of the great things about tourism is cultural exchange. We learn a lot from our visitors, and in return, we hope they’ll leave Copenhagen inspired—to bike more, choose more plant-based meals and continue making responsible choices wherever they are,” Pedersen said.