Copenhagen Unveils DestinationPay, a Global Tourism Reward Model
Danish tourism organization Wonderful Copenhagen has launched DestinationPay, a global rewards model that encourages travelers to “do good” while exploring destinations. The program builds on the success of CopenPay, introduced in summer 2024 and expanded earlier this year, which rewards visitors for sustainable actions such as cycling instead of driving, arriving by train or participating in community clean-up activities.
Since its debut, CopenPay has drawn interest from more than 100 destinations looking to adopt similar sustainability-focused initiatives. DestinationPay is designed to meet that demand by providing a scalable framework that any city or region can adapt. Berlin has already launched its own version, BerlinPay, making it the first destination to adopt the model outside Copenhagen.
“We believe CopenPay is too important to keep to ourselves,” said Søren Tegen Petersen, CEO of Wonderful Copenhagen. “We’re not just allowing others to use the model—we’re encouraging it, and we wish to share all our learnings and even the challenges we’ve faced along the way.”
Wonderful Copenhagen will host a free online webinar in February to share insights, best practices and lessons learned from the programme, helping destinations around the world implement their own sustainability-focused visitor incentives.
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Sources: AirGuide Business airguide.info, bing.com