Denmark’s globally acclaimed tourism initiative, CopenPay, is back for the summer of 2025 with an expanded vision. After gaining widespread international media attention in 2024 for offering tourists rewards in exchange for eco-conscious actions, the program has returned with greater ambitions, more partners, and a broader geographic scope.
Sustainable tourism rewards in Copenhagen and beyond
Launched by Wonderful Copenhagen and the creative agency Mensch, CopenPay was initially introduced as a pilot project in 2024. It enabled tourists to exchange acts of environmental or social responsibility for experiences such as free meals, museum entries, and cultural activities. The idea was to “nudge” visitors into making sustainable choices—actions that not only reduce their footprint but also contribute positively to the communities they visit.
This year, 90 cultural institutions, tourist destinations, and local businesses have joined the initiative—up from 26 in 2024. The 2025 edition runs from June 17 to August 17, and it now extends well beyond the Danish capital, reaching places like Kronborg Slot in Helsingør and Arken Museum of Modern Art in Ishøj.
Free entry to Kronborg for planting flowers
Among the new participants is Kronborg Slot, the historic Renaissance castle in Helsingør famously associated with Shakespeare’s Hamlet. Normally, an adult ticket costs 145 DKK (19.50 EUR), but this summer visitors can enter for free—if they plant flowers first.
Tourists who arrive by train or bike can pick up a bag of flower seeds from the local shop Tibberup Høkeren, plant them in designated public spaces, and then present the empty seed packet at the castle to receive a free entry ticket. According to Christian Struckmann, the castle director, the aim is to forge a stronger connection between visitors and the city of Helsingør: “It’s sad when tourists visit Kronborg without experiencing the town.”
Take the train, get food or a free bike ride
CopenPay 2025 introduces several new incentives tied to sustainable travel methods. Tourists who arrive in Copenhagen by train can use their ticket to receive rewards like free bicycle rentals from Donkey Republic or surplus food packages from Too Good To Go. The initiative also promotes longer stays by offering perks such as free hotel bike access to visitors who book at least four nights in the capital.
The overarching objective, explains Søren Tegen Pedersen, CEO of Wonderful Copenhagen, is to shift tourist behavior toward environmentally responsible choices: “There are no easy solutions in the green transition of urban tourism. CopenPay is about nudging tourists to become more aware and to give something back to the places they visit.”
A viral success story in global media
Last year, CopenPay captured headlines in The New York Times, CNN, BBC, The Washington Post, and even The Times of India and China Daily, positioning Copenhagen as a model for sustainable tourism innovation. Media outlets praised the initiative for taking a “carrot” rather than a “stick” approach—rewarding responsible behavior rather than restricting tourist access through fees or bans.
One of the most popular initiatives in 2024 was hosted by Banegaarden, a cultural center in Vesterbro, where visitors collected litter in exchange for a free lunch. According to Ida Marie Banke André, a partner at Banegaarden, tourists were initially surprised but ultimately enthusiastic about the chance to contribute to local environmental efforts.
Encouraged by the positive reception, Banegaarden will participate again this summer, joining a growing network of venues proving that sustainable tourism can be fun, rewarding, and transformative.
CopenPay sets a new standard for conscious travel
As cities around the world grapple with overtourism and climate impact, Denmark’s CopenPay offers a replicable model that blends hospitality, responsibility, and innovation. By letting tourists earn experiences through positive actions, the program is redefining what it means to be a “good guest”.
For summer 2025, Denmark invites the world to plant, recycle, bike, and stay longer—and be rewarded for it.
