As many cities impose fines and restrictions due to overtourism, several European destinations are experimenting with reward systems, according to reports.
Copenhagen, Denmark, has emerged as a role model across the continent with its CopenPay initiative launched in 2024, which incentivizes visitors to engage in responsible behaviors.
The goal of the program is to promote sustainable tourism while demonstrating that climate-friendly actions can be easily implemented.
Tourists utilizing public transportation, collecting trash, or assisting in community garden maintenance can earn free bike rentals, boat tours, and complimentary meals.
Following Copenhagen’s lead, other European cities such as Helsinki and Bremen have expressed interest in testing similar reward systems.
Søren Tegen Petersen, CEO of Wonderful Copenhagen, stated, “Since the launch of CopenPay last summer, we’ve seen enormous interest from cities and tourism organizations in Europe, Asia, and North America, all eager to learn more about CopenPay and our experience.” He added that they have shared information with over 100 stakeholders.
Discounts for Responsible Tourists in the UK
In the UK, the “Pay with Care” initiative in Exmoor National Park rewards activities like litter picking, wildlife recording, cycling, using public transport, and sharing positive social media posts.
Visitors participating in these activities receive a 20% discount at three visitor centers in Exmoor during the summer season.
Dan James, Enterprise and Communication Manager at Exmoor National Park, emphasized, “We genuinely want to welcome people to Exmoor; tourism is crucial for us, but we need to manage it carefully. We must find a way to balance the impact people have, and what we are trying to do is encourage them to leave a positive impact.” If successful, the program could expand next year.
Train Travel and Other Activity Discounts
Popular ski destinations in the Alps are providing benefits for travelers arriving via eco-friendly public transportation. Via Lattea in Italy offers a 20-25% discount on ski passes for those arriving by train in Oulx.
In France, train passengers receive a 10% discount on ski passes valid for three days or more in the Les Gets-Morzine and Portes du Soleil regions, along with various discounts on ski equipment rentals, ski lessons, accommodation, and other activities.
Switzerland offers travelers who explore the country using public transportation free entry to over 500 museums with a Swiss Travel Pass, as well as discounts of up to 50% on most mountain railway fares.
In spring 2024, Normandy introduced a low-carbon tariff providing at least a 10% discount at 90 attractions and cultural sites, applicable to visitors arriving by bus, train, or bicycle, usable at castles, museums, monuments, and parks, as well as for bike rentals, rowing, and escape rooms, among other activities.
During London’s “Plastic Free July” initiative, visitors and residents receive a free drink for participating in cleanup activities.
Initiatives in Germany and Finland
The German city of Bremen piloted the “BremenPay” program in May 2026, rewarding sustainable transport choices such as arriving by train, cycling, and extending stays in Bremen.
Travelers providing proof of these activities, such as a photo or ticket, could receive rewards like free city tours, free coffee, and reduced rates at tourist attractions.
Berlin also conducted a pilot project titled “BerlinPay,” inspired by Copenhagen’s model, from May to June this year, focusing on the capital’s waterways. Tourists who engaged in activities like litter collection and cycling received free activities and discounts.
Helsinki is interested in implementing its version of a reward program, likely emphasizing regenerative tourism and Baltic Sea restoration projects in collaboration with other destinations in the Baltic and Nordic regions. This program would encourage tourists to use public transport and biking by offering free meals and discounted tours in return.
