As global travel continues to evolve, the tourism sector stands at a critical juncture. With nearly 8% of global CO2 emissions attributed to tourism and international arrivals projected to surge to 1.8 billion by 2030, Copenhagen is stepping forward with a pioneering new tourism strategy. This year’s World Tourism Day marks a pivotal moment for the city as it unveils its “All Inclusive” strategy, which integrates an ambitious climate roadmap and calls for the industry to rethink its approach to sustainability.
Mikkel Aarø-Hansen, CEO of Wonderful Copenhagen, emphasises the necessity of this transformation. “When we assess the impacts of contemporary tourism, it is far from all-inclusive,” he states. “For tourism to become a catalyst for positive change, we must consider not only the benefits but also the downsides, such as the pressure exerted on local communities and the CO2 emissions resulting from travel.” He highlights that a comprehensive approach is essential to ensure the industry evolves responsibly.
The “All Inclusive” initiative encourages a more conscious approach to travel. This strategy aims to transition from traditional models of tourism, which often promote passive experiences, to a more active engagement that fosters a shared responsibility among the industry and travellers. Aarø-Hansen elaborates, “We also need to acknowledge the positive aspects, including cultural exchanges and socioeconomic benefits. Without a comprehensive understanding of these elements, we cannot set realistic and collective goals for transforming the industry.”
Wonderful Copenhagen aspires to accelerate the green transformation of tourism while fostering enriching interactions between locals and visitors. This mission is particularly urgent, given the pressing challenges of climate change and overtourism, which many destinations face today. By embracing sustainability, Copenhagen seeks to set a standard for others to follow, creating a blueprint for responsible tourism.
In line with its commitment to sustainability, Wonderful Copenhagen has developed a detailed climate roadmap that outlines specific targets for emission reductions by 2030 and 2035, with a long-term aim of achieving carbon neutrality by 2050. Notably, this roadmap addresses key contributors, such as air travel, which are often overlooked in similar strategies.
Aarø-Hansen stresses the importance of concrete actions: “We need to take ambitious steps to reduce tourism’s climate footprint. Our CopenPay initiative has shown genuine willingness among travellers and attractions to adopt greener practices. However, we must accelerate and scale up these actions. Our climate roadmap lays out the essential steps for future climate initiatives, ensuring that all stakeholders play their part.”
While Copenhagen’s new strategy provides a clear direction for local tourism, it also serves as an inspiration for other destinations worldwide. “We want Copenhagen to emerge as the world’s most sustainable destination. By aiming high, we hope to encourage competition among destinations to enhance their environmental credentials,” Aarø-Hansen asserts.
Recognising tourism as a global enterprise, he adds, “It will take collective international efforts to transform tourism into a positive force for change. Copenhagen has both the capability and the responsibility to significantly contribute to this global initiative, setting an example for cities around the world.”
