European Cities Pay Tourists to Be Responsible

As popular destinations grapple with the repercussions of over-tourism, a novel approach is emerging across Europe: rewarding responsible tourists instead of penalizing them. While cities like Venice implement controversial entry fees, a growing movement champions sustainable practices by offering tangible benefits to visitors who minimize their environmental footprint.

Copenhagen has emerged as a leader in this trend with its 'CopenPay' project, launched in 2024. Initially an experiment, it has evolved into a year-round program designed to make sustainability an engaging part of the travel experience. The initiative rewards tourists for actions like using public transport, cycling, participating in waste collection, or assisting in community gardens. These thoughtful actions can earn visitors perks such as free boat tours, bike rentals, meals, or even tickets to cultural attractions.

The success of 'CopenPay' has been significant, with 98% of participating tourists recommending the program. This success has garnered international attention, prompting Søren Tegen Petersen, CEO of Wonderful Copenhagen, to share their model with over a hundred interested cities globally. "We have faced enormous interest from cities and tourism communities from Europe, Asia, and North America," Petersen stated, highlighting the program's potential for widespread positive impact.

Inspired by Copenhagen's model, other European cities are adopting similar strategies. Bremen, Germany, piloted 'BremenPay' in 2026, offering free tours and discounts for arriving by train or extending stays. Berlin has explored clean-up initiatives, while the UK's Exmoor National Park offers discounts for eco-friendly actions. Regions like Normandy in France provide train and bus travelers with discounts, and ski resorts in Italy and France offer reduced lift passes for those arriving by train. Switzerland integrates museum access for Swiss Travel Pass holders. These diverse initiatives collectively signal a creative shift towards fostering sustainable tourism, transforming visitors into active partners in destination preservation.