Copenhagen Turns Sustainability Into a Tourist Perk – More Than 100 Cities Are Watching

More than 100 destinations worldwide have reached out to Copenhagen for guidance on its sustainable tourism rewards program, Copenpay, with cities like Berlin and Helsinki considering their own versions.

Wonderful Copenhagen, the city’s tourism board, has fielded inquiries from Europe, North America, and beyond about adapting the model.

“We’ve talked to perhaps 100 destination organizations worldwide, from Japan to Switzerland to the U.S. to a small city in Italy. Even the European Union has engaged with us,” Rikke Holm Petersen, Director of Marketing and Communication at Wonderful Copenhagen, told Skift.

“They ask why we did it, how we did it, what was difficult, and what it takes. About 10 destinati