As European cities grapple with overtourism, many have turned to fines, taxes, and restrictions. But a growing number of destinations are taking a more positive approach: rewarding visitors for sustainable behaviour.
The trend began in Copenhagen in 2024 with CopenPay, a scheme that gives tourists free bike rentals, boat tours, and lunches in exchange for actions like picking up litter, helping in communal gardens, or using public transport. The initiative aims to show that climate-friendly choices can be simple and rewarding.
“Since launching CopenPay last summer, we’ve been met by an enormous interest from cities and tourist boards from Europe, Asia and North America,” said Søren Tegen Petersen, CEO of Wonderful Copenhagen. “So far, we have shared insights on CopenPay with more than 100 interested parties.”
Exmoor’s “Pay with Care”
The latest to follow suit is Exmoor National Park in the UK. Its “Pay with Care” scheme, launched this summer, rewards visitors who collect litter, record wildlife sightings, arrive by bike or public transport, or share positive social media posts. Participants get a 20% discount at three visitor centres.
“We’re all about welcoming people to Exmoor, tourism is really important to us here, but we need to manage it carefully,” said Dan James, enterprise and communications manager at the park. “We need to find a way of balancing people's impacts, and what we are trying to do is encourage them to leave a positive impact.” If the trial succeeds, it could be expanded next year.
Alpine and French incentives
Ski resorts in the Alps are also rewarding green travel. In Italy’s Via Lattea area, travellers arriving by train to Oulx receive 20–25% off ski passes. In France, rail passengers get a 10% discount on three-day and longer ski passes for Les Gets-Morzine and Portes du Soleil, plus reductions on ski hire, lessons, and accommodation.
Switzerland offers free entry to over 500 museums with a Swiss Travel Pass, along with up to 50% off most mountain railway fares. In Normandy, a low-carbon tariff introduced in spring 2024 gives at least 10% off admission to 90 attractions for visitors arriving by bus, train, or bike.
German cities experiment
Bremen trialled BremenPay in May 2026, rewarding train travel, cycling, and longer stays with free city tours, coffee, and reduced admission fees. Berlin ran a similar BerlinPay pilot focused on its waterways, offering free activities and discounts for litter-picking and cycling.
London’s Plastic Free July campaign rewarded participants in cleanups with a free drink. Helsinki has also expressed interest in adopting a similar model.
These initiatives represent a shift from punitive measures to positive reinforcement, aiming to make sustainable tourism a more attractive choice. As more destinations experiment, the hope is that such rewards become a standard part of European travel.
