About DestinationPay

DestinationPay is a global model for the future of tourism, inviting destinations to create their own CopenPay initiative and rethink their role in global travel. It is designed for destinations that want to adopt their own version of Copenhagen’s successful CopenPay initiative. Created by Copenhagen’s official Tourism Board, Wonderful Copenhagen, it provides a framework and tools to help cities and regions reward tourists for positive actions that benefit local communities.

It builds on the success of CopenPay, launched in Copenhagen in 2024, where visitors earned experiences like museum entries or guided tours by actions such as picking up litter, riding a bike, removing invasive plants or taking public transport.

The aim is to create a global movement / scheme that promotes a new “experience economy” in travel where value is measured by the traveller’s contribution, not just spending. We want to share our many learnings and insights gained from CopenPay with the rest of the world to contribute to creating long-term positive impact globally.

DestinationPay is based at Wonderful Copenhagen, but our ambition is to create a global network of cities and destinations where we can share ideas, insights and best practices.

Cities, regions, and national tourism boards worldwide are invited to adapt the model to their own context. The platform offers tools, data, and shared learnings.

It is a model, not a campaign. Destinations can create their own versions (e.g. BerlinPay) using the framework and insights provided.

Global tourism is projected to reach 1.8 billion arrivals by 2030. With DestinationPay, our aim is to offer a scalable way for cities and destinations around the world to create more meaningful, balanced, and positive actions and interactions between visitors and local communities.