Maria Baeva reports on the CopenPay initiative trialled in Copenhagen, which encourages tourists to respect the environment by rewarding their eco-friendly actions.
Photo by: Adrian Kirkegaard
As the effects of climate change and global warming on the planet become increasingly more intense, some countries are calling for a shift towards making greener choices, big or small, in an effort to create a more sustainable future.
One such country is Denmark through its trial scheme called CopenPay—an initiative aimed to promote litter picking and climate-friendly tourism in its capital city, Copenhagen.
The eco-impact of tourists in Copenhagen
Copenhagen, named as one of the world’s best cities to live in, is known—among other notable sites and green spaces—for its famously colourful rows of houses along the waterfront, and historic landmarks such as Tivoli Gardens, Rosenburg Castle, and The Little Mermaid statue,
Last year, it was reported that Copenhagen recorded over 12 million overnight stays. Whilst this level of tourism does support the local economy, such a vast number of visitors, in just one city, raises the question of how much waste comes from it as a result. According to The United Nations Environment Programme (UNEP), it is estimated that between four and eight per cent of global waste is produced each year solely by tourists—and that’s excluding the CO2 emissions from travel itself.
As stated by Rikke Holm Petersen, the Copenhagen Tourist Board’s Communications Chief: “When you travel abroad – if you fly to other places or you travel by car – you pollute... One of the things we can change is getting people to act more sustainably at the destination.”
Did you know? It is estimated that tourists produce between four and eight percent of global waste each year.
What is CopenPay and How Does It Help?
The aim of the programme, which ran from the 15th of July to the 11th of August, was to reward tourists for their sustainable behaviour while staying in Copenhagen.
Twenty-four local organisations, including the National Gallery of Denmark, and the Museum of Copenhagen, signed up to participate, offering free or discounted entry along with various freebies as rewards for eco-friendly actions.
Through CopenPay, tourists could earn free food and beverages, a kayak tour, or even a 2.5-hour windsurfing lesson—provided they participated in sustainable or 'green' activities. These included using public transport or bikes to navigate the city and taking part in litter picking to clean up surrounding areas.
From picking up rubbish off the streets or out of the canal while kayaking to ‘plogging'— the term for collecting litter while jogging—the city encouraged tourists to take the opportunity to engage in eco-conscious practices during their time in Copenhagen. The trial scheme operated through an honour-system, meaning that the organisations involved would not be reimbursed nor could they ask for proof from the tourists when they redeemed their prizes.
Thoughts on the initiative have varied. A London tourist, traveling to Copenhagen for work, shared in a BBC interview that although they viewed the scheme as a positive thing to do for the environment, they were doubtful that the rewards being offered would be enough to convince them to take part.
What will happen next?
CopenPay has now come to an end, however the future of the scheme has not yet been decided. The success of this year's eco-friendly trial initiative is currently being assessed by the city to decide whether it will be reintroduced as a year-round, green payment experience.
"All our choices have an environmental impact, so why not make conscious decisions that benefit us all and be rewarded for them?" - VisitCopenhagen
Conclusion
CopenPay was created to give Copenhagen's visitors a chance to give back to the local community and leave its environment better than when they arrived. Though these tourists could consistently make use of the cities’ eco-friendly attractions, they could equally take advantage of the trust-based system designed to help the city’s surrounding areas. Although the benefits of Copenhagen’s decision to launch this initiative are clear, only time will tell if it has any impact on the city and if it can be sustained in the long run.
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Researcher: Maria Baeva | Editor: Harriet Newcombe | Online Editor: Elena Silvestri Cecinelli
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