Copenhagen Launches New Global Tourism Reward Scheme

© Wonderful Copenhagen

Copenhagen unveiled DestinationPay today – a global tourism framework encouraging cities everywhere to adopt the CopenPay concept, where visitors are rewarded for positive behaviour. Several destinations have already joined the initiative.

At the European Tourism Forum in Copenhagen, DestinationPay is officially introduced. The programme builds on the award-winning CopenPay system, which enables travellers to “give back” to the places they visit through simple good deeds — whether collecting litter from the canals or biking to cultural sites — and receive cultural benefits in exchange.

DestinationPay serves as a new international model for destinations wishing to implement their own version of Copenhagen’s successful CopenPay programme. Developed by Wonderful Copenhagen, the city’s official tourism organisation, it offers guidance and practical tools to help cities and regions reward travellers for actions that support local communities.

“We’ve seen how many of our visitors seek different and more meaningful experiences. Tourists don’t just want to see a city anymore — they want to be part of it. CopenPay gave them that opportunity. DestinationPay is how we scale this mindset to the world,” said Søren Tegen Petersen, CEO of Wonderful Copenhagen.

An open call

With today’s launch, Wonderful Copenhagen encourages destinations across the globe to join the initiative as future partners. The mission is clear and far-reaching: if every destination rewards even a small share of its visitors for doing good, the combined impact could create significant value for cities and elevate the global tourism experience.

In February, DestinationPay will host a free online webinar to share the insights and knowledge Wonderful Copenhagen has gathered over the past two years. Attendees will gain access to data, tools, and a practical playbook on how to adapt and build their own version of the CopenPay concept.

Destinations such as Berlin and Normandy have already taken on the idea and developed their own behavioural nudging programmes.
 

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