Copenhagen is piloting a new program in which tourists who choose to act sustainably by, for example, picking up litter from the streets or waterways; riding bikes instead of using cars; or volunteering at urban farms are rewarded with free coffee, kayak rentals, museum tickets or other goodies.
It’s called CopenPay, a new initiative transforming green actions into currency for cultural experiences. The program cited a statistic that 82% of consumers say they want to act sustainably, but only 22% have changed their behavior. So the city decided to create initiatives to incentivize behavior change. Denmark already ranks third in the world for its alignment with the UN Sustainable Development Goals.
Visitors who arrive at the National Gallery of Denmark with plastic waste are invited to a workshop to turn it into a piece of art. Those who take public transport or a bike to Copenhagen’s iconic heating plant are invited to ski down the slope on the building’s roof. Other benefits include complimentary guided museum tours, free kayak rentals and even a free vegetarian lunch made from local crops.
“We must turn tourism from being an environmental burden into a force for positive change,” says Mikkel Aarø-Hansen, CEO at Wonderful Copenhagen. “And one important step in this transformation is to change how we move around on the destination, what we consume, and how we interact with the locals. With CopenPay we want travellers as well as local attractions to focus on the change and the choices, we need to make. Since travelling is international, our success is dependent on the choices of people and destinations elsewhere. We therefore also strive to inspire sustainable behaviours and cultural appreciation worldwide.”
The pilot will last until August 11, though the city hopes to make it a year-round program. Launching with over 20 attractions this summer, CopenPay not only aims to enhance the guests’ local experience but also to inspire other destinations.
Photo:VisitCopenhagen
