Elisabeth Braw is a senior fellow at the Atlantic Council, the author of the award-winning “Goodbye Globalization” and a regular columnist for POLITICO.
For many locals the world over, this summer — just like every summer and, indeed, every month — tourism brings misery rather than enjoyment. In Barcelona, locals fed up with overtourism took to the streets in protest. In Genoa, Lisbon and the Canary Islands, they did the same. And in Venice, locals were enraged their city had to play backdrop to tech billionaire Jeff Bezos’s wedding party.
Copenhagen, however, has turned the tourism curse on its head, inviting visitors to do good deeds for the city and be rewarded for it in return. And it’s time other cities got similarly creative.
“During 2024, the Spanish tourism sector experienced its best year since 2019. Its contribution to GDP rose by almost 8% to €248.7 billion, or 15.6% of the economy. It also employed 3 million people, nearly 14% of the country’s total jobs,” the World Travel & Tourism Council reported in May. For many Spaniards, though, this hardly feels like good news. In fact, it’s quite the opposite. To them — and to locals in many other cities tourists like to visit — what it actually means is overcrowding, lack of housing and constant littering.
It’s a cursed bargain, tourism: It brings in cash and jobs, but the more tourism you get, the more locals’ discomfort turns to misery. These days, even the trails leading up to the Himalayas are tainted by litter — and don’t even mention Instagram tourism.
But tourism doesn’t need to be this destructive. Switzerland, for example, has begun giving rail discounts to those who book a stay at sustainable hotels, and it charges anyone visiting the Lake Brienz pier, which was made famous by the Korean drama “Crash Landing on You,” 5 Swiss francs. The proceeds are then invested in local infrastructure.
Copenhagen’s approach is even more innovative. Last year, the Danish capital launched CopenPay, a scheme that invites tourists to do good deeds for the city — and get rewarded. “All you need to do is, for instance, bike instead of drive, help maintain the city, work in an urban garden or take the train to Copenhagen instead of flying, stay longer at the destination,” CopenPay explains.
The initiative was launched as a four-week pilot program last year, and this summer it expanded to nine weeks, with 100 attractions participating — a fourfold increase.
For instance, as part of CopenPay, there are currently 15 different opportunities to clean up litter across the city, one of which is to “Clean the harbor with GreenKayak and enjoy a free non-alcoholic drink and rye bar with your Smørrebrød purchase at Hallernes Smørrebrød.”
While I can’t speak for everyone, to me, cleaning the harbor in central Copenhagen by kayak certainly sounds like an exciting undertaking I’d do for free — though I’d also happily claim the beverage. And if that doesn’t quite strike your fancy, you can help clean the harbor by self-sailing boat too.
And picking up litter is just the beginning. If you bike or use public transport to get to the National Museum, you get a free ice cream with your entry ticket. If you arrive in Copenhagen by train or electric car, you get similarly rewarded. There are free bike rentals, free yoga sessions, free guided tours, all waiting to be claimed. Visitors arriving by train from abroad can even get free surplus meals at Copenhagen Central Station.
You get the idea: Be a good citizen while you visit, and good things will come your way. And hopefully the impact of CopenPay — and other similar initiatives currently in the works — won’t stop there. Imagine if participants start thinking differently about their role as tourists. Once you take part in city maintenance as a temporary sanitation worker, perhaps you start viewing your surroundings less as an Instagram commodity and more as a local community worth protecting.
Imagine what such participatory schemes could do for other tourist destinations, especially those most affected by throngs of oblivious visitors. I’ve long wondered how Romans can be so tolerant of the throngs that crowd their beautiful piazzas and narrow streets. How could the local government convince visitors to stop congregating and littering in front of Fontana di Trevi? Perhaps they should introduce a scheme inviting tourists to pick up litter and intimately get to know a street or two, or perhaps sweep the floor of one of the city’s many stunning churches, or tend to part of a graveyard. It would certainly be a memory to tell one’s friends about.
Yes, there are reasons why such initiatives may not work. Dishonest tourists will claim to have done a good deed when they haven’t — CopenPay, for example, operates on an honor system. But tourism isn’t just a burden to locals, it’s a burden on our planet. It emits some 8 percent of the world’s carbon dioxide and is 20 percent more carbon-intensive than the average for the global economy.
Offering tourists the opportunity to pick up litter as they explore local waterways may not work for every town and city, but each destination can easily come up with its own innovative ideas. Just imagine cities full of visitors who bring a helping hand as well as their cash. That ought to be tourism we can live with.
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