The beautiful but underrated European gem dishing out freebies to tourists

While tourism is booming, eco-friendly initiatives are often overlooked by people prioritising low-cost trips and convenience. But in Bremen, Germany, officials have launched a campaign to boost eco-tourism. As part of it, tourists arriving by overnight train received surprise bags filled with vouchers and small gifts from local tourism businesses. The initiative comes as many European cities are trying to support sustainable tourism via different initiatives and rewards.

In the future, Bremen plans to enhance the initiative by Bremen Tourism and Deutsche Bahn in collaboration with CopenPay. Originally from the Danish capital Copenhagen, the platform rewards travellers who choose greener transport options, sustainable accommodations, or participate in environmentally conscious activities around the city. Its main goal is to show travellers that climate-friendly actions can be much easier than they think, in an effort to promote sustainable tourism.

Bremen's sustainable tourism initiative offers activities that blend environmental awareness with cultural experiences. Visitors can enjoy guided cycling tours along the city's most scenic routes or take a boat trip through picturesque canals surrounded by leafy green spaces. These experiences allow tourists to engage with sustainability in a way that is both interactive and educational, making eco-friendly travel enjoyable and memorable.

Oliver Rau, managing director of Bremen Marketing and Tourism, said: "The campaign was very well received by our visitors and has encouraged us to further expand the concept, strengthening Bremen as a sustainable destination. For 2026, we are planning an even larger initiative.

"CopenPay served as a major inspiration, guiding us to develop new, creative ways to actively reward climate-friendly travel behaviour."

Other cities leading the way in eco-friendly reward initiatives include Berlin and Helsinki. In Berlin, for example, tourists who travel by train, extend their stay, choose plant-based meals, or take part in environmentally friendly activities can benefit from perks such as discounted museum tickets, complimentary meals, and free bicycle rentals.