Dozens of popular European destinations have brought in fines, taxes and other restrictions on travellers in recent months, in an try to combat overtourism.
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Nevertheless, in 2024, Copenhagen took a really different approach. The Danish capital began rewarding tourists who display responsible and conscious behaviour through the CopenPay initiative.
The most important aim of this scheme is to point out travellers that climate actions may be much easier than they think, in an effort to advertise sustainable tourism.
Incentives include providing free bike rentals, boat tours and lunches for travellers who help out in communal gardens, collect litter and take public transport.
Following Copenhagen’s actions, other European cities and destinations similar to Berlin, Helsinki and Bremen have expressed interest in trying the identical system.
“Since launching CopenPay last summer, we’ve been met by an unlimited 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 this point, we’ve got shared insights on CopenPay with greater than 100 interested parties.”
Bremen to reward sustainable travel decisions
The German city of Bremen has also announced that it could be launching BremenPay in May 2026. Very like CopenPay, this could be a tourism initiative which rewards sustainable travel decisions.
These include walking, arriving by train, cycling, boat hires, extending your stay in Bremen or shopping consciously from second-hand shops and native, artisinal boutiques.
By providing proof of those activities, like a photograph or ticket, travellers can receive rewards like free city tours and occasional and reduced admission fees to tourist attractions.
As a part of its cooperative campaign with Deutsche Bahn, Bremen already rewards overnight guests coming into town by train with surprise goodie bags containing small gifts and vouchers form different local tourism businesses.
“The campaign was thoroughly 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’re planning a fair larger initiative.”
Rewards for train travel and longer stays
Berlin is considering launching a latest initiative soon, which could reward travellers arriving by train, staying longer, eating plant-based meals and participating in eco-friendly activities, with perks like museum entry fee discounts, free food and complimentary bicycle rentals.
Pilot testing for this model might be carried out this yr.
This scheme is predicted to assist narrow the gap between tourists wanting to be more responsible, but not knowing how, and their actual behaviour.
Town has suggested it can use mobile apps and points-based systems to streamline the rewards and engagement process, together with partnering with local businesses.
Helsinki can also be curious about following Copenhagen’s example and introducing its own version of a rewards scheme. That is prone to have a selected concentrate on regenerative tourism and Baltic Sea restoration projects, in collaboration with other Baltic and Nordic destinations.
The scheme would also encourage tourists to take public transport and cycle, with rewards like free meals and discounted tours, amongst other experiences.
Popular ski destinations within the Alps, similar to Via Lattea in Italy and Les Gets-Morzine in France are also slashing as much as 25 per cent off ski passes this yr for visitors who arrive by rail.
Free drinks and museum access
Rewarding tourists for responsible behaviour shouldn’t be a completely latest concept, with other cities like London having had their very own similar local schemes for years now. In July, widely generally known as Plastic Free July, visitors and residents in London have been rewarded with a free drink for participating in cleanups.
In Switzerland, travellers who decide to explore the country by public transport get free entrance to over 500 museums with a Swiss Travel Pass, in addition to as much as 50 per cent discount on 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 his or her Northern Lights and wildlife holiday.
Last spring, Normandy launched a low carbon tariff which offered a reduction of no less than 10 per cent on admission to 90 attractions and cultural sites. This is applicable to visitors coming to France’s northern region by bus, train or cycle and may be used at castles, museums, monuments and parks, in addition to for bike rentals, canoeing and escape rooms, amongst other activities.
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