“During 2024, the Spanish tourism sector experienced its best year since 2019. Its contribution to GDP rose by almost 8% to €248.7 billion, or 15.6% of the economy. It also employed 3 million people, nearly 14% of the country’s total jobs,” the World Travel & Tourism Council reported in May. For many Spaniards, though, this hardly feels like good news. In fact, it’s quite the opposite. To them — and to locals in many other cities tourists like to visit — what it actually means is overcrowding, lack of housing and constant littering.
It’s a cursed bargain, tourism: It brings in cash and jobs, but the more tourism you get, the more locals’ discomfort turns to misery. These days, even the trails leading up to the Himalayas are tainted by litter — and don’t even mention Instagram tourism.
But tourism doesn’t need to be this destructive. Switzerland, for example, has begun giving rail discounts to those who book a stay at sustainable hotels, and it charges anyone visiting the Lake Brienz pier, which was made famous by the Korean drama “Crash Landing on You,” 5 Swiss francs. The proceeds are then invested in local infrastructure.
Copenhagen’s approach is even more innovative. Last year, the Danish capital launched CopenPay, a scheme that invites tourists to do good deeds for the city — and get rewarded. “All you need to do is, for instance, bike instead of drive, help maintain the city, work in an urban garden or take the train to Copenhagen instead of flying, stay longer at the destination,” CopenPay explains.
The initiative was launched as a four-week pilot program last year, and this summer it expanded to nine weeks, with 100 attractions participating — a fourfold increase.
For instance, as part of CopenPay, there are currently 15 different opportunities to clean up litter across the city, one of which is to “Clean the harbor with GreenKayak and enjoy a free non-alcoholic drink and rye bar with your Smørrebrød purchase at Hallernes Smørrebrød.”