Published on
August 22, 2025
Cities across Europe, Copenhagen, Berlin and more are launching smart reward programs to boost eco-friendly travel, borrowing ideas from Copenhagen’s CopenPay success. These schemes motivate tourists to choose greener choices, like taking public transport, cleaning up parks, or simply spending extra nights. As more places join the wave, it’s clear that sustainable tourism is no longer optional, it’s the new travel standard.
Copenhagen Leads with CopenPay Program
Copenhagen’s CopenPay scheme has been the frontrunner in integrating rewards into sustainable tourism. Launched in 2024, the program incentivizes tourists who engage in eco-friendly behaviors such as public transport use, litter collection, and volunteering in communal gardens. Participants earn rewards like free bike rentals, boat tours, and even meals in exchange for their efforts. The initiative’s success has sparked widespread interest, with over 100 cities across Europe, Asia, and North America seeking insights into how Copenhagen implemented its model.
Søren Tegen Petersen, CEO of Wonderful Copenhagen, expressed that the response has been overwhelming. Cities and tourist boards are eager to adopt similar schemes to encourage travelers to make more sustainable choices. The program has also gained recognition as a practical and enjoyable way to engage tourists in climate-conscious activities.
Berlin and Other Cities Follow Suit
Berlin is planning to roll out its own version of the CopenPay initiative in 2026. The city’s proposed rewards system will recognize travelers who take trains to Berlin, stay for extended periods, consume plant-based meals, and engage in eco-friendly activities. In return, participants will receive benefits such as discounts on museum tickets, free bicycle rentals, and complimentary meals.
The city intends to use mobile apps and points-based systems to streamline this process and partner with local businesses to make rewards easily accessible. Berlin’s goal is to close the gap between tourists’ intentions to be more sustainable and their actual behavior, creating an environment where responsible tourism becomes a seamless part of the travel experience.
Bremen’s Collaborative Approach
Bremen, a city in northern Germany, has already launched its own initiative, working closely with Deutsche Bahn to promote sustainable travel. As part of Bremen’s rewards program, tourists arriving by train are greeted with surprise goodie bags containing vouchers and gifts from local businesses. This approach has been well received, with plans for an expanded initiative in 2026 to further position Bremen as a sustainable tourism destination.
The rewards program in Bremen aims to encourage more visitors to choose sustainable travel options, with the city’s tourism board looking to attract tourists who prioritize environmental responsibility. Oliver Rau, managing director of Bremen Marketing and Tourism, emphasized the importance of these initiatives in making Bremen a leader in sustainable tourism.
Helsinki’s Green Travel Focus
Helsinki is another city planning to replicate Copenhagen’s success. The Finnish capital is particularly focused on regenerative tourism, aiming to support the restoration of the Baltic Sea and other environmental projects. Helsinki’s program will encourage tourists to opt for sustainable modes of transport, like cycling and public transport, while rewarding them with perks like free meals and discounted tours.
In addition to its environmental aims, Helsinki will collaborate with other Nordic and Baltic Sea destinations to promote a cohesive approach to sustainability across the region. The city hopes to create a model that not only benefits the environment but also boosts the local economy by drawing eco-conscious tourists.
Incentives Across Europe
Other European regions have also introduced their own sustainable tourism incentives. Popular ski resorts like Les Gets-Morzine in France and Via Lattea in Italy are offering discounts on ski passes for tourists who travel by train. Meanwhile, in Switzerland, tourists who use public transport benefit from free access to over 500 museums, along with discounts on mountain railways.
Additionally, in the French region of Normandy, a low-carbon tariff offers discounts to tourists traveling by train, bus, or bike. This initiative, which covers 90 attractions and activities like museum visits and bike rentals, is part of the region’s commitment to reducing carbon emissions and promoting sustainable tourism.
Rewarding Responsible Tourism
The move toward rewarding sustainable travel is gaining momentum, and more cities are likely to follow suit in the coming years. These programs not only provide practical solutions to overtourism and climate change but also engage tourists in meaningful ways, allowing them to experience destinations while contributing to their preservation. As more European cities introduce such schemes, sustainable tourism is set to become a central pillar of the continent’s tourism industry in the years ahead.
Guide For Travellers
Choose Eco-Friendly Transportation: Opt for trains, buses, or bicycles instead of cars or flights to reduce your carbon footprint. Many cities, like Berlin and Copenhagen, offer rewards for travelers who choose public transport or arrive by train.
Engage in Local Environmental Initiatives: Participate in activities like litter collection, volunteering in community gardens, or joining local eco-events. In cities like Copenhagen, you can earn rewards such as free meals or bike rentals for these actions.
Support Sustainable Accommodations: Stay at hotels and guesthouses with green certifications or eco-friendly practices. Look for accommodations that promote energy efficiency, waste reduction, and sustainability efforts.
Embrace Plant-Based Eating: Opt for plant-based meals during your travels to reduce environmental impact. Several cities, including Berlin, reward tourists who choose plant-based dining options with discounts and free services.
Stay Longer to Reduce Your Footprint: Consider extending your stay in a destination to reduce the frequency of long-distance travel. Some cities, like Berlin, offer perks for visitors who stay longer and choose sustainable activities.
The Bottom Line
Cities like Copenhagen, Berlin, Helsinki, and Bremen are rolling out creative reward programs that are changing how we think about responsible tourism in Europe. By offering perks for green choices—like biking, using public transport, or eating local-these metropolises are demonstrating that even tiny daily decisions add up to big wins for the planet. Their efforts prove that traveling with care isn’t just a nice idea; it’s a practical way to protect our shared home for the generations yet to come.
