These Destinations Are Incentivizing Tourists for Eco-Friendly Actions — Here’s How You Can Get Involved

A cafe isn’t exactly the best setting for a one-sided water gun battle. In early July, protests across Spain and the Canary Islands urged holidaymakers to “go home,” with some demonstrators using water toys to annoy tourists.

Overtourism in Europe is not a recent phenomenon. Since the 2010s, various European nations have implemented measures to guide visitors towards lesser-known locales. For example, the flooded city of Venice introduced a tourist tax in 2011 to help maintain its infrastructure and historical sites, and recently added a day-tripper fee. Numerous global destinations have adopted tourist taxes; Amsterdam’s is the highest, and the city has even imposed a hotel ban to further limit visitor numbers. Nevertheless, Europe remains the top tourist destination globally, according to the European Environment Agency. With international travel rebounding to pre-pandemic levels, some locations are embracing a proactive stance, crafting new policies that encourage more sustainable tourism.

Here are three global destinations that are incentivizing tourists for making eco-conscious decisions.

Copenhagen

Recognized as one of the most sustainable cities in the world by the Global Sustainability Index, Copenhagen has introduced a sustainable tourism initiative called “CopenPay.” Tourists who utilize public transport, cycle, dine at eco-friendly eateries, refill water bottles, and engage in other initiatives that benefit the city and the environment can earn rewards such as free coffee or complimentary museum entries. According to Copenhagen tourism, CopenPay “is not designed to boost tourism.” Instead, Mikkel Aarø-Hansen, CEO of Wonderful Copenhagen, stated in a press release, “We aim to transform tourism from an environmental burden into a catalyst for positive change, and a key part of this shift is altering how we navigate the city, what we consume, and how we interact with the locals.” Currently, CopenPay is available until August 11, with the possibility of becoming an annual program.

Faroe Islands

The self-governing Danish archipelago of 18 islands, known as the Faroe Islands, launched the “Closed for Maintenance” initiative in 2019. This program aimed to close several popular tourist spots for one weekend to regular visitors while allowing volunteers—dubbed “voluntourists”—to help combat erosion and restore the sites. Due to its positive impact, the Closed for Maintenance program is now held annually. Visitors can sign up and purchase tickets to the islands, where they’ll be assigned to projects that allow them to connect with locals, make international friends, and help preserve natural attractions.

Since the inception of this program, the overall message regarding tourism in the islands has evolved. The Visit Faroe Islands board emphasizes that “tourism should always mean we make our home better,” striking a balance between preserving the natural beauty and culture while sharing it with eager visitors.

Hawaii

Another island paradise employs a similar approach to enhance the destination for both tourists and residents. During the COVID-19 pandemic, Hawaii experienced a momentary pause from the usual influx of visitors, revealing what life on the islands could be like without the crowds. Hawaii’s 2050 sustainability plan highlights that this period underscored the importance of redirecting resources into local communities and land conservation. In response to the pandemic, Hawaii's tourism board launched the regenerative Mālama (“give back”) initiative throughout the islands. The Mālama program encourages tourists to engage in eco-friendly activities such as coastal cleanups in Kaua’i and forest restoration on Mauna Kea. Similar to CopenPay, participating in Malama Hawai’i offers benefits, including opportunities for hotel discounts or complimentary nights.