Copenhagen's innovative tourist reward scheme, CopenPay, is set to become a permanent, year-round platform starting June 22, 2026. The program, which rewards visitors for positive actions such as biking or collecting trash, will also see its concept adopted by destinations across Europe, North America, and Australia.
How CopenPay Works
Tourists can earn rewards like a free cup of coffee by biking, a complimentary kayak tour for collecting litter, or a sauna experience for arriving by train. The scheme aims to replace traditional sightseeing with meaningful contributions to the city.
According to Rikke Holm Petersen, Director of Behaviour at Wonderful Copenhagen, "In a time when tourists around the world are often the target of criticism, Copenhagen's CopenPay provides a new way for tourists to engage with the city in a positive way. Inspiration and contribution seem to be the new souvenir."
Global Recognition and Impact
A survey by Booking.com in 2025 revealed that 69% of tourists wish to do something positive for the destinations they visit. Over 30,000 tourists have already participated in CopenPay activities. The initiative has been recognized as one of the world's best inventions by TIME Magazine in 2025 and highlighted by the European Commission as a "transition pathway for tourism."
Petersen added, "CopenPay is a modern-day fairytale. A slightly crazy idea: that tourists would spend part of their precious holidays doing something good for the city – like collecting litter – in exchange for experiences. And just like in a fairytale, the idea turned out not to be so crazy after all."
New Insights: Experience Over Rewards
A recent evaluation by analysis agency Maple revealed that tourists are more motivated by the positive actions themselves than by the rewards. Only 23% of participants cited the reward as their primary motivation, while 48% said the opportunity for a unique, meaningful, and educational experience drove them. Additionally, seven out of ten participants reported changing habits back home.
This insight challenges conventional thinking about behavioral change in tourism, suggesting that the experience itself is the true motivator.
Expanded Experiences for 2026
Based on these findings, CopenPay is expanding its range of experiences. Visitors can now collect a bag of trash for a free organic meal at BaneGaarden, upcycle worn clothing at Designmuseum Danmark for free, or arrive by bike to gain access to concerts and discounts on cultural events. The program continues to grow, offering more hands-on exchanges across the city.
