The recent launch of CopenPay by Wonderful Copenhagen has sparked a wave of excitement in the tourism industry. This innovative initiative tackles the growing challenge of facilitating sustainable tourism by creating a robust incentive programme that goes beyond simply encouraging eco-friendly practices. CopenPay actively rewards tourists for making responsible choices throughout their visit, fostering a culture of environmental responsibility, while simultaneously enriching their experience.

‍

What is CopenPay?

‍

‍

Visitors can go to www.CopenPay.com for more info and begin registering their sustainable activities. The programme offers a variety of ways to earn points, categorised into three tiers:

• Core Sustainable Actions: These form the foundation of the programme and include actions such as opting for cycling or public transport over private cars, participating in organised clean-ups and choosing eco-certified accommodation options. Each core action earns a baseline number of points.
• Going the Extra Green: For tourists seeking to truly immerse themselves in Copenhagen's green culture, CopenPay offers bonus points for activities such as visiting sustainability-focused museums or attending green talks and workshops. Local shops and restaurants that prioritise sustainability can also partner with CopenPay, allowing tourists to earn points for supporting these businesses.
• Challenges and Gamification: To keep things engaging, CopenPay introduces weekly and monthly challenges. These might involve cycling a certain distance within the city or participating in a community tree-planting initiative. Completing these challenges unlocks bonus points and exclusive rewards.

‍

The points accumulated throughout a visit can be redeemed for a curated selection of rewards. These are not just limited to discounts on travel essentials. CopenPay offers a unique selection of experiential rewards that allow tourists to delve deeper into Copenhagen's green culture. Imagine free tickets to the National Museum's new exhibition on sustainable urban planning or a complimentary guided kayaking tour through Copenhagen's picturesque canals.

‍

Most notably, CopenPay isn't intended to increase tourism and is therefore only marketed to visitors within Copenhagen, rather than as a brand proposition.

‍

"With CopenPay, we’re empowering people to experience more of what Copenhagen offers while placing less burden on our planet. It's about creating meaningful and memorable experiences that are enjoyable and environmentally responsible.”

Mikkel Aarø Hansen, CEO of Wonderful Copenhagen.

‍

CopenPay's strength lies in its ability to seamlessly integrate sustainability into the tourist experience. It doesn't feel like a chore – it becomes a fun and rewarding way to explore the city.

‍

DTTT’s Take

‍

From a DTTT standpoint, CopenPay represents a significant leap forward in sustainable tourism practices. It demonstrates the power of digital technology in creating positive change. The programme’s gamified approach, with tourists earning points redeemable for exciting cultural experiences, injects an element of fun and engagement into sustainability. This not only motivates tourists to make eco-conscious choices but also broadens their understanding of Copenhagen's green initiatives.

‍

‍

By implementing a comprehensive programme like CopenPay, the tourism industry can reap a multitude of benefits:

• Environmental Sustainability: By encouraging sustainable practices, CopenPay helps reduce the environmental impact of tourism. This translates to a cleaner city, improved air quality and a more preserved natural environment – all of which contribute to a more attractive tourist destination.
• Enhanced Tourist Experience: CopenPay enriches the tourist experience by allowing visitors to delve deeper into Copenhagen's green culture. Earning rewards including free museum tours and kayaking trips exposes tourists to unique aspects of the city they might otherwise miss.
• Positive Destination Image: CopenPay positions Copenhagen as a frontrunner in sustainable tourism. This fosters a positive destination image, attracting eco-conscious tourists who value responsible travel practices.

‍

The success of CopenPay serves as a beacon of inspiration for other DMOs seeking to implement similar strategies. Here's how they can learn from CopenPay:

• Embrace Digital Solutions: Leveraging digital tools such as point systems and mobile apps can significantly enhance engagement and streamline the reward process.
• Focus on Experiential Rewards: Offer rewards that go beyond discounts and provide unique cultural experiences that align with the destination's sustainability efforts.
• Collaboration is Key: Partner with local businesses and organisations to create a network of stakeholders invested in the programme’s success.

‍

CopenPay's innovative approach to sustainable tourism paves the way for a future where responsible travel is not just a choice, but a rewarding experience. By embracing similar initiatives, DMOs can create a win-win situation for tourists, the environment and the tourism industry as a whole.

‍

The need for DMOs to not only develop sustainability strategies but also deliver on them has never been greater. For many, translating commitments to something impactful can be a real challenge. At this year's X. Design Week, a similar initiative called PERS, presented by Explorins, delved into the new and exciting world of blockchain-enabled rewards and incentives, promoting positive actions which create local impact. As we look forward, expect to see many more initiatives like this take off. For now, we'll be sure to check-in soon with Wonderful Copenhagen to find out more about the results as CopenPay takes off.

‍

Photo Credit: Visit Copenhagen