As European cities grapple with the mounting challenges of overtourism, Copenhagen is setting a bold new example—one that may resonate far beyond Denmark. While this summer has seen escalating protests against tourist-driven overcrowding in Barcelona, Genoa, Lisbon, the Canary Islands, and even outrage in Venice at celebrity spectacles, Copenhagen’s “CopenPay” pilot is offering an alternative. Instead of the familiar dichotomy between economic gain and local misery, the Danish capital is inviting visitors to help the city thrive—and rewarding them for their efforts. It’s a model that experts suggest could inspire new approaches for Thai destinations struggling with similar issues (Politico).
For years, tourism’s economic power has been touted in GDP numbers: Spain’s 2024 tourism sector bounced back to €248.7 billion, accounting for 15.6% of its economy and three million jobs, according to the World Travel & Tourism Council. But these impressive statistics mask a local reality increasingly defined by overcrowding, housing shortages, and waste—a dilemma painfully familiar to Bangkok, Chiang Mai, Phuket, and other major Thai cities that see millions of visitors each year (wttc.org).
Copenhagen’s answer to this dilemma is both simple and innovative. Through CopenPay, tourists are given chances to undertake “good deeds”—from biking rather than driving, to helping in urban gardens, cleaning up public spaces, or choosing more sustainable means of travel. In return, they can claim perks ranging from free non-alcoholic drinks or traditional Nordic dishes such as smørrebrød, to free ice cream at the National Museum, free yoga sessions, surplus meal giveaways at Copenhagen Central Station, and more. The program, which started in 2023 as a four-week pilot, has expanded this summer to nine weeks and involves a hundred attractions—a dramatic fourfold increase (Politico).
These perks aren’t just marketing gimmicks. For example, visitors can choose to clean the harbor via kayak with local non-profits and receive complimentary refreshments from renowned city food stalls. Choosing to visit by train or electric car also nets additional rewards. For those who cycle or use public transit, extra benefits at museums and tourist landmarks await. In all, there are 15 different litter clean-up opportunities, and many more participatory options for those wishing to leave a positive mark.
What makes CopenPay especially noteworthy is its spirit of trust: it runs on an honor system, welcoming tourists to self-report participation rather than relying on strict oversight. There are, of course, potential drawbacks with such approaches—some visitors may exploit the system without truly engaging. Yet, as one Atlantic Council expert noted in the program’s coverage, “tourism isn’t just a burden to locals, it’s a burden on our planet,” pointing to statistics that tourism accounts for around 8% of global carbon dioxide emissions and is 20% more carbon-intensive than the average economic sector (nature.com).
By incentivizing pro-social and sustainable visitor behaviors, Copenhagen is seeking more than just litter-free streets. The city hopes to fundamentally change how outsiders interact with local environments—less as consumers seeking Instagram backdrops, and more as temporary members of a community. As the program’s designers suggest, if even a fraction of participants begin to see their destination through the lens of stewardship, these lessons could ripple out to other parts of the world.
In Thailand, the benefits and struggles of tourism are frequently in the headlines. The country is periodically ranked among the world’s top tourist destinations; the Tourism Authority of Thailand reported over 28 million international arrivals in 2023 alone (tatnews.org). While this tourism boom supports millions of jobs and crucial economic activity, it also results in persistent strain on public infrastructure, natural resources, and local communities—from the closure of Maya Bay to tackle damage, to chronic waste issues in popular islands such as Koh Phi Phi.
Thai authorities have previously experimented with “voluntourism,” offering foreign visitors chances to help with environmental projects or community development in rural areas. Yet such schemes remain niche, and often hampered by logistical complexity or concerns about authenticity. CopenPay, by contrast, integrates sustainable actions directly into everyday city tourism, making participation easy, spontaneous, and rewarding.
A National Park official, speaking on background, noted: “We want visitors to feel invested in protecting our natural and cultural heritage. Programs that connect tourists with local stewardship—while also supporting their travel experience—should be explored more widely in Thailand.”
Some experts caution about over-reliance on goodwill alone. A Chulalongkorn University sustainable tourism researcher points out that culture plays a role: “Will tourists from other countries embrace responsibility, or focus only on their own enjoyment?” Still, Thailand’s emphasis on hospitality—mai pen rai—can be a strength, harnessing local pride and kindness to gently nudge visitors towards more responsible conduct.
Historically, Thailand’s Buddhist and animist traditions emphasize respect for place, environment, and community—a foundation that could support participatory tourism. Temples often recruit foreign volunteers for teaching or upkeep, and several islands now run “beach cleanups for benefits” as part of accommodation or dive packages. CopenPay’s model could inspire even broader adaptation: perhaps offering free BTS rides for picking up urban litter, or discounted museum entry for tourists choosing green travel within Bangkok.
The commercial sector may play a pivotal role, too. As seen in Copenhagen, restaurants and museums quickly saw value in associating their brand with sustainability and pro-social action. Thai businesses, from food vendors to major hotels, have signaled growing interest in various green certifications and eco-friendly campaigns—a trend that could anchor similar partnerships across tourist hotspots.
Technology and social media can scale and gamify such efforts. Interactive apps or QR code check-ins could facilitate real-time rewards, while sharing eco-friendly experiences online could make responsible tourism itself a trend—capitalizing on Thailand’s status as one of Asia’s most digitally active destinations (Techsauce).
The future is far from certain. Rising global tourist numbers, combined with the complex realities of local politics, business interests, and community voices, suggest there will be no magic solution. Critics warn that without careful management, “green” programs risk becoming feel-good window dressing that fail to deliver actual benefits. Still, Copenhagen’s CopenPay offers a hopeful template for cities and countries nervous about overtourism: reward visitors not just for coming, but for caring.
For Thai policymakers, the message is clear. The time is ripe to move from slogans about sustainable tourism toward practical, community-led experiments—making it easier, and more fun, for visitors to give back as they explore. For travelers, the takeaway is equally direct: seek out ways to make your holiday meaningful, both for yourself and the communities you visit.
For locals, CopenPay’s success is a reminder that their voice matters. By welcoming new ideas and expecting more from tourism, Thai communities can help shape a future where visitors do more than take selfies—they leave cities and natural wonders a little better than they found them.
For those planning trips at home or abroad, the advice is simple: look for programs that let you give back, and encourage Thai travel businesses and officials to explore CopenPay-style initiatives. Together, tourists and hosts can redefine what it means to travel well—and build destinations that thrive for all.
Sources: Politico article, WTTC Spain 2024 Tourism data, Nature: Tourism’s carbon footprint, TAT Newsroom Thailand Visitor Statistics, Techsauce: Thailand Digital Statistics 2024