Copenhagen's CopenPay scheme is back for nine weeks this summer, now with more than 90 participating attractions and new incentives for sustainable transport choices. Olivia Palamountain reports

Visit Copenhagen is significantly expanding its imaginative CopenPay green tourism initiative, tripling the programme's size and introducing new rewards for tourists who choose sustainable transport options to reach the Danish capital.

The evolved green experience economy, launching on June 17 for nine weeks, now features 90 participating attractions across Copenhagen (up from 20 in its inaugural 2024 pilot).

This time around, it specifically rewards visitors who arrive by train with perks including free bike rentals, yoga sessions, guided tours and discounted entry to top attractions.

"By integrating more responsible actions into the visitor experience, CopenPay is redefining how we in Copenhagen approach tourism. Rather than bringing more tourists to the city, the goal with CopenPay is to nudge our visitors and raise their awareness about travelling in a more sustainable way," says Søren Tegen Pedersen, CEO of Wonderful Copenhagen.

The expanded programme addresses transportation's significant climate impact by encouraging train travel over flying. The UN projects global arrivals will increase from 1.4 billion in 2019 to 1.8 billion in 2030, making sustainable transport choices increasingly crucial.

CopenPay also rewards longer stays to reduce overall travel frequency, offering benefits such as free bike rentals or vegetarian meals to visitors staying four days or more.

"Tourism must move from being an environmental burden to a force for positive change," Pedersen explains. "With CopenPay, we aim to raise traveller's awareness about choices and impact whilst providing an easy and locally based way to contribute to our city."

The 2024 pilot exceeded expectations during its four-week run, with bike rentals increasing by 29%, significant litter collection, and 98% of participants recommending the initiative. Research from Booking.com shows seven out of ten travellers aim to leave destinations better than they found them, indicating strong potential for sustainable tourism practices.

Participating attractions include The National Museum, Kronborg Castle, The National Gallery of Denmark, GoBoat, and Copenhill, with rewards ranging from complimentary museum tours to opportunities to transform plastic waste into art.

The initiative aligns with Copenhagen's ambition to become the world's most sustainable urban destination and has already inspired over 100 destinations globally, becoming part of the EU's Transition Pathway for Tourism programme.

Green Facts about Copenhagen:

• Population in the capital region of Copenhagen: 1.9 million residents
• Bicycles in Copenhagen City: 750,000 (five times more than cars)
• Commuting: 62% of all citizens commute by bicycle
• Cycling Infrastructure: 382 km of cycle lanes
• Hotels: Around 70% of hotel rooms in the city are eco-certified
• Tap Water: Potable and safe to drink
• Canals: Clean enough for swimming
• Electricity: More than 70% sourced from renewable energy