Several resort towns in Europe have introduced strict rules to avoid annoying tourists. Copenhagen is doing the opposite and rewards visitors who show respect for the city's environment.
A free lunch, a drink, admission to a museum, and a kayak tour. These are some of the benefits tourists can enjoy when vacationing in Denmark's capital until August 11.
But first, it requires choosing environmentally friendly alternatives or contributing through work. This can involve everything from cycling instead of driving to picking up trash from the canal during a kayak tour.
"We want to create meaningful experiences by converting green choices into a currency that can be used for cultural experiences," writes Mikkel Aarøe-Hansen from Copenhagen's official tourist board in an email to TT.
Protesting Local Residents
This goes against how tourists are treated in other popular destinations in Europe. In several cities, residents have protested against tourists who they believe drink too much, make noise, and litter.
The criticism has resulted in stricter alcohol regulations, entrance fees, and bans on walking around in swimwear outside of beaches.
Doing as Copenhagen does and motivating tourists with carrots instead of sticks is not unique, according to Robert Pettersson, a researcher in tourism at Mid Sweden University.
I haven't heard of anything like what Copenhagen is doing, but an example is the Faroe Islands, which have invited tourists to work on restoring worn-out hiking trails while experiencing nature, he says.
Information has a limited impact on us when we make our choices. Instead, you can nudge someone in the desired direction. This can involve some form of reward, but can also be done through legislation and bans.
Extreme Weather Can Motivate
Rewards can be enough to attract a certain target group since sustainable travel has become increasingly popular, says Robert Pettersson.
This summer, we are also reminded of extreme weather and heatwaves, which can motivate some to change their choices, he says.
A general trend is also that more companies are working with customer involvement, where customers contribute. This can involve volunteer work at festivals where you get free admission, which creates added value.
Interest in the campaign in Copenhagen, which started on July 15, has already been great. Already in the first week, over 500 tourists had signed up for various cleaning programs in the city.
"The goal is to inspire as many as possible and hopefully encourage other destinations to introduce similar programs," writes Mikkel Aarøe-Hansen.
