A new approach in Copenhagen reframes tourism as a collaborative effort rather than a passive activity. While overtourism protests ripple through parts of Europe, Copenhagen invites visitors to contribute to city wellbeing and get rewarded for sustainable actions.
Tourism drives significant revenue across Europe, yet many cities grapple with overcrowding, housing pressures, and waste. Thailand faces similar dynamics as Bangkok, Chiang Mai, and Phuket welcome millions of visitors annually. The challenge is clear: grow the economy without eroding resources or local quality of life.
CopenPay is simple in concept. Tourists earn rewards by choosing sustainable transport, taking part in urban greening, cleaning public spaces, or staying in eco-friendly accommodations. Rewards are varied, from traditional Danish treats and museum perks to yoga sessions and access to cultural events. The pilot launched in 2023 and expanded in 2024 to cover nine weeks and 100 attractions, signaling strong interest and scalability.
Participation options are diverse. Visitors can kayak with local groups to clean harbors, receive transit discounts for trains or electric vehicles, or earn museum benefits by cycling rather than driving. The city operates about fifteen litter-cleanup programs with additional stewardship activities, all designed to be accessible and meaningful.
Trust underpins the program. Tourists self-report their participation, avoiding heavy verification. Advocates argue that trust fosters lasting behavioral change more effectively than strict enforcement. From an environmental lens, reducing tourism’s carbon footprint requires such behavior shifts; tourism accounts for a meaningful share of global emissions and is often more carbon-intensive than other sectors. CopenPay aspires to transform visitors from mere consumers into temporary stewards of the places they enjoy.
Thailand’s tourism sector already contributes substantially to the economy, with millions of international arrivals in recent years. Initiatives such as voluntourism have shown potential but face logistic and authenticity hurdles. CopenPay’s model—embedding responsibility into everyday experiences—offers a practical blueprint for Thai destinations seeking sustainable growth without sacrificing visitor appeal.
Thai culture supports participatory tourism through community involvement and respect for place. Buddhist and local traditions emphasize harmony with nature and respect for local livelihoods, aligning well with a collaborative tourism ethos. The idea of application and hospitality working together could be reinforced by temples and communities inviting foreign volunteers for maintenance or conservation projects, paired with visitor incentives.
Thailand’s digital landscape is well suited to scale responsible tourism through technology. Mobile apps, QR check-ins, and social sharing can distribute rewards in real time while encouraging eco-friendly experiences. Bangkok, Chiang Mai, and coastal areas could pilot reward-based programs that incentivize sustainable transport and litter reduction.
Businesses respond to sustainability trends with greater openness to partnerships. In Copenhagen, restaurants, museums, and attractions offered rewards, recognizing that pro-social tourism enhances brand value and customer loyalty. Thai operators—from street food stalls to luxury hotels—are increasingly pursuing green certifications and outreach, providing a foundation for broader CopenPay-style collaborations.
Skeptics raise valid questions about cultural adaptation and effectiveness. Will international visitors embrace environmental responsibility, or prioritize personal enjoyment? While concerns exist, early signs suggest growing interest in meaningful travel experiences that benefit hosts as well as travelers.
Implementation paths are clear for Thai policymakers, businesses, and travelers. Policy can encourage community-led experimentation and simplify ways for visitors to contribute positively. Businesses can form partnerships that link profitability with social and environmental benefits. Travelers can seek experiences that balance personal discovery with community impact and choose operators with transparent sustainability credentials.
Community involvement remains central. The success of participatory tourism depends on listening to local voices, ensuring that visitor programs align with community needs and preserve cultural integrity. Collaboration among tourists, businesses, communities, and government is essential to move beyond zero-sum approaches.
Global citizenship frameworks hint at broader lessons. Copenhagen shows that welcoming outsiders as temporary community members can create positive-sum outcomes. For Thailand, hospitality traditions and a culture of community care offer a strong foundation for expanding responsible tourism initiatives that protect environments while enriching visitor experiences.
The path forward invites a balanced approach to tourism growth. Copenhagen proposes a model where visitors contribute to destination stewardship and local wellbeing. Thailand can adapt this framework to strengthen sustainability, authenticity, and economic resilience, turning travel into a mutually beneficial journey for all stakeholders.