Imagine ticking off a bucket-list destination while diving headfirst into the local culture – devouring street food, pedalling past historic monuments, soaking it all in. Now imagine doing all of that… for free. Well, that’s exactly the kind of experience German cities Berlin and Bremen, as well as Finnish capital Helsinki are exploring, inspired by a Danish trailblazer.
CopenPay sets the blueprint
These cities are experimenting with local incentive schemes that reward tourists for conscious travel choices following the blueprint devised by CopenPay in Copenhagen last summer. Now back for a second year, the scheme originally offered free boat tours, bike rentals and even lunch to visitors for collecting litter, choosing public transport or helping out in a communal garden.
Berlin, Bremen, and Helsinki are now taking cues from Copenhagen, each tailoring their own versions of the initiative. In Bremen, overnight train arrivals receive surprise bags packed with vouchers and small gifts from local tourism businesses. The campaign, developed in partnership with Deutsche Bahn, has been a hit with visitors and is set to expand further in 2026.
Helsinki is thinking on a larger scale, aiming to promote regenerative tourism across the Nordics and Baltics, with projects like restoring the Baltic Sea at the forefront. ‘CopenPay is a great initiative, and we would be delighted to build upon that spirit,’ said Nina Vesterinen, the city’s tourism director.
Meanwhile, Berlin is exploring its own take on CopenPay. ‘CopenPay stands out as an inspiring example of how creative measures can effectively raise awareness for more sustainable travel. In Berlin, we share this ambition,’ said Sabine Wendt, CEO of visitBerlin.
Globally, experts see huge potential in the model. Rodney Payne, CEO of Destination Think, points out that schemes like CopenPay ‘show other destinations how to engage visitors in ways that are sustainable and deeply connected to local life’. With the number of international arrivals expected to surge in the coming years, initiatives that merge conscious travel with real-world rewards could become the norm, rather than the exception.
So, next time you plan a city break, don’t just think about ticking off the usual landmarks. With these incentive schemes spreading across Europe, you might be able to experience more of your chosen destination, do some good along the way, and maybe even score a few free perks while you’re at it. Travelling responsibly has never felt so rewarding.
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