Israelis, behave nicely on vacation? In Europe, you'll be rewarded

European tourist destinations are adopting a positive approach instead of fines: rewarding tourists for responsible behavior. From Copenhagen, which launched CopenPay in 2024, to the Exmoor National Park in the UK, which launched 'Pay with Care' this summer, tourists who arrive by public transport, collect litter, or ride bicycles receive discounts, tours, and free meals. Ski resorts in Italy, France, and Switzerland, as well as Normandy, also offer benefits to those arriving by green transport. Germany tried the model in Bremen and Berlin, and Helsinki has expressed interest.

In recent years, European tourist destinations have been grappling with overtourism, and in response, some have imposed taxes, fines, and limits on visitor numbers. However, more and more places are choosing a positive approach: instead of punishing, they reward tourists for responsible behavior. It all started in Copenhagen, which in 2024 launched the CopenPay initiative, rewarding tourists for actions such as arriving by public transport, cycling, collecting litter, or helping in community gardens, in exchange for benefits like free bike rentals, boat trips, and meals. The initiative has garnered much interest, and more than 100 cities and organizations across Europe, Asia, and North America have already shown interest in the model. In the UK, Exmoor National Park launched a project this summer called 'Pay with Care', which rewards visitors for collecting litter, reporting animal sightings, arriving by bike or public transport, and even posting positive content on social media, in exchange for a 20% discount at three visitor centers. Dan James, business and communications manager at the park, told the BBC that the goal is to find a balance between visitor impact and encouraging 'positive impact'. Ski resorts in Italy, France, and Switzerland also offer discounts to those arriving by train, and Normandy has a special rate for those arriving by low-carbon transport. Germany tried the model in Bremen (BremenPay) and Berlin (BerlinPay), and Helsinki has expressed interest in launching a similar initiative.