Copenhagen Leads the Charge in Sustainable Tourism with DestinationPay, a Global Rewards System for Environmentally and Socially Responsible Travelers

Published on December 3, 2025

In a groundbreaking move, Copenhagen has introduced DestinationPay, an innovative global travel initiative designed to encourage sustainable tourism by rewarding travelers for engaging in positive, eco-friendly, and socially responsible actions. Officially launched during the European Tourism Forum, the initiative is a major step forward for the city’s tourism sector, which has long been at the forefront of sustainability. Building on the success of Copenhagen’s local CopenPay program, DestinationPay aims to set a global benchmark for responsible tourism practices.

A New Way to Reward Responsible Tourism

Unlike traditional tourism programs that focus on consumer spending, DestinationPay encourages tourists to engage in behaviors that benefit the environment and local communities. The program offers incentives to those who take eco-conscious actions, such as reducing their carbon footprint, supporting local businesses, or participating in sustainability initiatives like recycling and conservation efforts. In exchange, participants receive rewards that can be used for discounts on local attractions, services, or accommodations.

This fresh approach to tourism incentivizes travelers to go beyond simply consuming and spending, aligning with the growing global emphasis on sustainability. By rewarding tourists for their positive contributions, Copenhagen aims to create a travel model where the focus is on making a positive impact rather than just visiting destinations.

CopenPay’s Success Paves the Way for Global Expansion

The DestinationPay initiative draws from the success of CopenPay, Copenhagen’s local program, which has already seen overwhelming success with both tourists and businesses. Since its launch, CopenPay has garnered participation from over 30,000 tourists and 100+ local businesses, with impressive results. A staggering 98% of participants stated that they would recommend the program to others, and 70% of them reported that it influenced their travel habits for the better.

The overwhelming success of CopenPay provides a solid foundation for the expansion of DestinationPay beyond Copenhagen, offering a model that other cities around the world can adopt. Copenhagen’s tourism board is confident that this initiative can be adapted to different cities and cultures, allowing global tourism to evolve into a more sustainable and community-focused industry.

Webinar to Help Globalize DestinationPay

Copenhagen’s tourism board is offering a unique opportunity for cities worldwide to replicate the success of DestinationPay. In February 2026, an online webinar will be held to provide comprehensive guidance to other destinations looking to launch similar programs. The webinar will feature valuable insights, tools, and resources on how to implement a rewards-based tourism initiative, drawing from Copenhagen’s own experiences with CopenPay and DestinationPay.

During the session, participating cities will learn how to tailor the program to their own needs and how to engage both local businesses and tourists in making the shift toward responsible travel. This webinar represents an exciting opportunity for cities to embrace a new tourism model that values positive contributions over consumption, helping them build more sustainable, resilient communities.

Shifting the Focus from Consumption to Contribution

DestinationPay marks a significant shift in the tourism industry, moving away from the traditional focus on consumption toward rewarding responsible, meaningful contributions to local communities and the environment. As more travelers look for ways to reduce their environmental impact, this program provides them with the tools to do so in a rewarding and engaging way.

By incentivizing actions like using public transportation, supporting local artisans, or volunteering in community projects, DestinationPay aligns the interests of travelers with the goals of sustainability. This shift not only benefits the environment but also fosters stronger connections between tourists and the places they visit. It also helps to diversify tourism spending, supporting businesses that align with sustainable values and creating a more resilient economy in the process.

DestinationPay: More Than Just a Travel Trend

What sets DestinationPay apart from other sustainability initiatives is its ability to create a positive feedback loop between tourists, local businesses, and the environment. While traditional loyalty programs focus on incentivizing spending, DestinationPay creates a program where travelers are rewarded for actions that positively impact their destination.

This approach has the potential to change the way travelers interact with their destinations, shifting the focus from being passive consumers to active participants in the local community’s sustainability efforts. The program’s holistic nature encourages visitors to take ownership of their travel experience and make responsible choices that support the destination’s long-term well-being.

As the tourism industry recovers and adapts to a post-pandemic world, programs like DestinationPay will play a vital role in promoting sustainable travel and reducing the negative environmental impact of tourism. It also helps ensure that tourism benefits the local community in a more meaningful way, strengthening the local economy and promoting a more equitable distribution of the rewards that tourism brings.

Conclusion: Copenhagen’s Vision for Sustainable Tourism

With the launch of DestinationPay, Copenhagen has solidified its position as a global leader in sustainable tourism. The initiative provides a model that not only rewards responsible travel but also promotes a deeper connection between visitors, local businesses, and the environment. Drawing from the success of CopenPay, Copenhagen is now poised to take the lead in spreading this responsible tourism model worldwide.

As more cities and countries look to adopt sustainable tourism practices, DestinationPay offers a proven blueprint for success. It provides a clear path for destinations to embrace responsible travel, reward tourists for their positive contributions, and create lasting benefits for the environment and local communities.