Train instead of car, cycling, and even garbage collection: More destinations in Europe are trying to tackle tourist congestion in a surprising way – instead of penalizing visitors, they are rewarding them. And it could save you money on your next vacation. In recent years, we have become accustomed to hearing mainly about the less pleasant side of overtourism in Europe: tourist taxes, visitor restrictions, fines, and new laws aimed at dealing with the millions of tourists flooding popular destinations. But now a completely different approach is developing in Europe. Instead of telling tourists what not to do, more destinations are trying to encourage them to do the right thing through rewards: discounts on attractions, meals, drinks, transportation, and even free activities. The idea is simple: did you do something good for the city or the environment? The city gives back to you.
Copenhagen: Act like locals – and receive benefits
One of the prominent examples comes from Copenhagen, which launched the CopenPay initiative. The idea turns environmental behavior into a kind of “tourist currency.” Visitors who choose to cycle, use more environmentally friendly transportation, or participate in activities like waste collection and working in community gardens can receive various benefits in return. These include activities and attractions, canal cruises, food, and bike rentals. The model has sparked significant interest outside Denmark, and initiatives based on a similar principle are beginning to emerge in other places.
Collected garbage? In England, it might pay off
In the Exmoor National Park in southwest England, they are also trying to make tourists part of the conservation effort. As part of the Pay with Care initiative, actions like garbage collection or assisting in activities that contribute to the area may earn visitors benefits and discounts at participating businesses and visitor centers. In other words, instead of just arriving, taking photos, and moving on, the tourist is incentivized to leave the place a little better than they found it.
Traveling to ski by train? You might pay less
Ski resorts are also beginning to use the same principle. In the Via Lattea area in Italy, for example, arriving by train may earn visitors a discount on ski passes as part of relevant promotions. Ski resorts in France also have initiatives encouraging public transportation use through discounts and benefits. And here, the savings can be significant: when a family ski vacation costs thousands of shekels, even a 10%-25% discount on certain components of the vacation can be noticeable.
In France, too, those who leave the car behind are rewarded
In Normandy, models are being promoted where tourists arriving by train, bus, bicycle, or other green transportation methods can enjoy discounts at participating attractions. The goal is twofold: to reduce the number of cars in tourist areas and simultaneously encourage visitors to reach sites that are not necessarily on the classic tourist route.
And what is happening in Germany, Switzerland, and Finland?
The idea is not limited to one country. In Germany, initiatives have been tested where visitors receive benefits in exchange for behavior that contributes to the destination, from environmental activities to extending their stay in the city. In Helsinki, ideas are being examined to reward visitors who participate in activities related to environmental conservation and the Baltic Sea. In Switzerland, there are also transportation benefits that combine entry to attractions and museums, so in some cases, choosing to forgo a rental car can also be economically beneficial.
Why are cities doing this at all?
Behind the gifts and discounts lies a much more serious problem: overtourism. Popular cities and vacation destinations in Europe are dealing with transportation congestion, waste accumulation, pollution, overcrowding, and a decline in residents’ quality of life. Until now, one of the main responses was raising taxes, imposing restrictions, or charging additional fees from tourists. The new approach tries to do the opposite: instead of punishing millions of people for simply arriving, encourage them to choose behaviors that ease the destination – and give them something in return.
And there’s also an important lesson for your next vacation
Before you book a rental car or buy a ticket for an attraction, it’s worth checking the official tourism website of the destination to see if there are benefits for those arriving by public transportation or participating in an environmental initiative. The benefits are not necessarily constant, and some programs operate only on certain dates or with businesses participating in the initiative. Therefore, it is important to check the current conditions before relying on them.
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