About CopenPay
CopenPay is a Copenhagen-based initiative that rewards tourists for making positive contributions to the local community. By doing good deeds, visitors can earn access to unique cultural experiences across the city.
Tourism is a major contributor to CO2 emissions and there is a need to change the mindset of tourists and encourage more conscious choices. New research shows a large willingness among tourists to act more responsibly and leave the destination better than they found it. In 2024, Copenhagen changed the agenda of tourism globally by introducing CopenPay as a pilot program where conscious actions became a currency, allowing visitors to earn free cultural experiences. In 2025, CopenPay returned – more than tripled in size with 100 participating attractions across Copenhagen and running twice as long, 9 weeks.
"We’ve seen how many of our visitors seek different and more meaningful experiences. Tourists don’t just want to see a city anymore — they want to be part of it. CopenPay gave them that opportunity."
Søren Tegen Petersen, CEO of Wonderful Copenhagen
Facts about CopenPay
- CopenPay is a nudging scheme that rewards tourists for good deeds
- 30,000+ participating “voluntourists” since launch
- 100+ destinations worldwide have expressed interest in the CopenPay model
- 100+ local partners involved, including hotels, museums, res-taurants, and attractions
- Bike rentals went up by 59% during the initiative
- 7 out of 10 participants reported changing habits back home
- 98% would recommend CopenPay to others
- Purpose of CopenPay: to raise people’s awareness about the choices they make when you travel
- 7 out of 10 want to leave places better than they found them according to a study by Booking.com
- First launched in summer 2024 as a pilot program, it was ex-panded in the summer 2025
CopenPay FAQ
What is the purpose of CopenPay?
The purpose of CopenPay is to inspire and nudge travellers and raise awareness about the choices we make when we travel. We want to reward visitors for making more conscious choices when travelling, such as cycling, using public transportation, eating plant-based food etc. The new thing this year is that we also reward people arriving by train to the destination and people who are staying longer (4 days or more).
Who is behind CopenPay?
Wonderful Copenhagen, the official tourism organization in Copenhagen, organizes CopenPay in collaboration with a wide range of local partners, including attractions and the Municipality of Copenhagen. Travellers can find travel related content by Wonderful Copenhagen at www.visitcopenhagen.com and on social media as @visitcopenhagen
What type of local partners participated in CopenPay?
What type of local partners participated in CopenPay?
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