Around the world, locals are increasingly frustrated with mass tourism and visitors’ behaviour. During peak season, protests erupted in several European cities, with tensions running so high in Barcelona that some residents even resorted to spray-ing tourists with water guns. Recognising the need for a different approach, Copenhagen took a more thoughtful path. We transformed the way visitors experience Copenhagen by turning SUSTAINABILITY into a CURRENCY. The city introduced a unique system where Copenhagen attractions rewarded climate-friendly actions. Tourists were encouraged to take sustainable transportation or participate in other green deeds such as joining cleanup projects in return for free experiences, entry to museums or vegetarian food. This approach turned contributing to the city's wellbeing and environmental health into an attraction in itself, becoming a central aspect of the Copenhagen brand experience, during tourism’s high season making tourism more sustainable. CopenPay became the biggest high-season tourism news story globally, covered by CNN, Le Figaro, The New York Times, BBC, Der Spiegel, The Guardian, Times of In-dia, China Today and over 4800 news articles. 111 million dollars in earned media. More than 76.000 CopenPay users contributed to a win-win-win scenario. Win for the environment and the city: • +29% sustainable transportation • 1,200 kg of trash collected • Thousands of hours of volunteer work Win for the tourists: • 100% of tourists were satisfied with their experience • 98% would most likely recommend it to others Win for the attractions: • All attractions saw an increase in visitors Given its success, CopenPay will now be rolled more widely.