Copenhagen attractions for climate friendly actions

In the summer of 2024, the media has been filled with demonstrations in major cities worldwide and images of soaked tourists seeking cover from protestors’ water guns. 

Against this backdrop the Tribe agency Mensch launched the CopePay campaign for Visit Copenhagen. Twenty-six attractions from the National Museum to the National Gallery of Denmark, rewarded with green actions in Copenhagen. For example, one could pay for lunch by collecting a bag od trash, get a discount on entrance fees by cycling, or gain free entry to a Museum by helping maintain the garden. 

The reaction was wonderfully overwhelming. The initiative received massive global media coverage, from CNN, Le Figaro, The New York Times and Der Spiegel to Times of India and China Today. More than 1300 news articles and earned media coverage value at over 150 million DKK. 

It was undoubtedly a success for the attractions and Copenhagen. But perhaps we can also set an example that might help make tourism a little more sustainable around the world.