Sustainable Tourism: The Copenhagen Case Study

Travelling is one of life’s great pleasures and as Hans Christian Andersen wrote: to travel is to live. Travelling and tourism are on the rise with a bigger global middle class having more disposable income and the wish and opportunity to travel. This puts a big demand on cities, but also on businesses to deliver something exciting, accessible and cultural.

However, it is not as simple as just supplying the demand. Recently, tourism has come under scrutiny for being unsustainable as cities are becoming overcrowded, tourists are producing a huge amount of waste and because travelling carries with it a climatic impact. Tourists put a lot of pressure on their destinations, but they also bring vital income to places and create low-skilled jobs. The answer to the question of how to create sustainable tourism in a city is therefore a complicated one.

Credit: Copenhagen Media Center - Photographer: Thomas Rousing

Wonderful Copenhagen

Copenhagen has for the past decade risen in the ranks of sustainable cities and is also a city that has become more and more popular as a tourist destination. Unlike many European cities, who are finding themselves overrun by tourists, the level of tourism in Copenhagen is still beneficial and suitable. The local tourism board, Wonderful Copenhagen, are also making sure that it remains that way as more people visit Copenhagen.  

“When we’re discussing tourism, there has to be a balance between locals, tourists and the city. This happens by focusing of environmental, social and economic sustainability by reducing the environmental impact tourists has by encouraging them to make greener choices, help the business sector develop green solutions, support the exchange of knowledge and culture between locals and visitors and many other ways. In essence, we want to make tourism something that promotes sustainability that helps the locals, the city and creates value for everyone,” explains Nanna Thusgaard, Senior Sustainability Manager at Wonderful Copenhagen. “Sustainability is all about making sure there’s balance and we are working proactively at Wonderful Copenhagen to create sustainable tourism in our city.“

Superkilen in Nørrebro - one of Copenhagen’s neighbourhoods. Credit: Copenhagen Media Center - Photographer: Giuseppe Liverino

Wonderful Copenhagen has conducted research in Copenhagen about the interactions locals and visitors had with each other. “Our research project, 10XCopenhagen, found a correlation between the number of neighbourhoods visited and met expectations of their stay in Copenhagen. At the same time, the study showed that the locals also appreciate when tourists are going off the beaten track, and blending in with the local neighbourhoods outside the city centre. We are now in the phase of piloting how tourism can act as a lever for urban development on a super local level, looking at particular streets and areas, i.e. through diversifying the amount of cultural or leisure offers,” explains Thusgaard.

Unique Experiences

Wonderful Copenhagen is testing new methods with locals, businesses and local services to try to spread tourists throughout the city and its neighbourhoods. This is to help alleviate the pressure on the city centre whilst using tourism as a lever for urban development for the benefit of the locals. “We are also working alongside local stakeholders to create experiences in the city that are used both by the locals and the tourists. If experiences are developed first and foremost with the locals in mind, we think that it will naturally be attractive for tourists as well.”

Copyright: GoBoat

GoBoat has since its beginning in 2014 had a close working relationship with Wonderful Copenhagen as a partner and has drawn from their knowledge in order to create the experience of renting a boat and socialising and sailing around Copenhagen’s harbour. GoBoats are used both by locals and tourists as a fun and different experience, and GoBoat has also collaborated with institutions in Copenhagen to create unique events like concerts in the harbour or encouraging kids to become waste pirates and pick up waste from the harbour as they sail around. Combined with the sustainable boats, this experience provides something that is culturally, climatically and economically sustainable for the city, whilst also satisfying the needs of both locals and tourists.

“The word sustainability is often perceived in too narrow a form. It is not only about climatic impact, but also cultural, economic and social impact. These factors all have to work with each other to create something that is sustainable in the long term. We wish to improve the flow of tourists, so the experience of Copenhagen includes a broader mix of the amazing neighbourhoods of Copenhagen, rather than a snippet. Bettering this flow is also culturally sustainable because it gives people a greater experience of what Copenhagen actually is and hopefully, we will be able to leave an inspirational sustainability seed in the minds of each visitor as a takeaway from their stay,” says Thusgaard.

The Business Opportunity

For businesses, there are opportunities in and advantages of working closely with destination management organisations (DMOs) like Wonderful Copenhagen. It is important to find out about the city you are establishing a business in, what it needs and how you can enter the market in an appropriate way, something that DMOs can provide insight into. It is also great from a marketing perspective as sustainable, unique experiences are an easy sell to both locals and tourists in a city, which also ensures income outside of tourism’s high season. 

Credit: Copenhagen Media Center - Photographer: Morten Jerichau

Working together to deliver sustainable tourism is something that is hugely important across the world. Not one company, government or organisation is in charge, but Copenhagen sets an example with the way Wonderful Copenhagen has chosen to take a stance and work together with others to deliver something that is beneficial to everyone and the planet. They are taking responsibility and asking for change.

Many cities across the world could benefit from the proactive solutions that Copenhagen have come up with and the steps they have taken to be one prepared for the future. At the same time, it adds value to the city to have experiences and attractions that both locals and tourists enjoy as well as adding value to your business. There’s much to be gained from working together in a sustainable way.

Find out how to set up your own GoBoat business in your city here.