CopenPay is a world-class example of destination stewardship in action. You have to be the change you want to see in the world, and Wonderful Copenhagen helped to incentivise positive behaviour from tourists by partnering with local private sector partners to provide exclusive rewards and opportunities for visitors who give back to the city or the environment during their stay. Fresh from winning the award for Best Placemaking Initiative at the 2024 City Nation Place Awards, we reached out to Rikke Holm Petersen, Director of Marketing, Communication, & Behaviour at Wonderful Copenhagen, to discover how this initiative fits with Copenhagen’s broader sustainable vision, and what’s next for the city.

 

Wonderful Copenhagen’s strategy is built on the notion that tourism can be a force for good. Can you share what that means for Copenhagen?

 

So far, tourism has been part of the problem in terms of sustainability, which we as an industry have a huge responsibility to change. But at the same time, tourism is an effective tool to create a better world by providing livelihoods for millions of people, bringing people together, connecting cultures, and introducing new ways to build societies with smart – and not least – green solutions.

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