Just planning a trip to Copenhagen, it’s striking how much higher the climate-action consciousness is in Denmark, compared to the U.S. Book a flight, a hotel or tour, and you’re made aware of your climate impact, automatically.
It’s a window into our future: How many years will it be until all such choices in the U.S. are rated for GHG impacts?
On the official tourism site, www.visitdenmark.com, there’s a major section on sustainable vacations: “See how to travel, stay, and eat the ‘green’ way and find suggestions for ‘green’ activities and experiences.” Big headline: “Why Denmark is an environmentally attractive holiday destination.”
The first and sexiest reason cited BY THE TOURISM BUREAU to pick Denmark, for a holiday? “Planning law.” (Be still my urbanist heart!) Denmark promotes its restrictive land-use planning and coastal protections as a reason they’re a hot-and-hip destination! (Inspired, I booked a follow-on short tour in Scandanavia that uses only public transportation – easy to do there.)
In selecting a Danish hotel, you’re asked to consider whether it has earned the “Green Key” – an ecolabel requiring the establishment to meet more than 70 criteria relating to water consumption, cleaning, sorting of waste and electricity consumption. The big Copenhagen Scandic hotel where I’ll be staying cites its “swan” ecolabel right on its homepage. And brags on its “sustainable water” and “Certified organic breakfast since 2001” and Fairtrade™or UTZ certified coffee.
The airline ticketing from the Danish travel agent lists the GHG emissions associated with the flight, right on the itinerary. When you book or confirm online with Skandanavian Airlines (SAS), a pop-up offers to immediately offset your seat’s CO2 emissions. In the spirit of this trip, how could I resist, for $12? SAS also announces its pledge to reduce GHG by 20% by 2020 “regardless of traffic growth.”
What’s evident is that in Europe, the wider public is already well-versed in demanding and rewarding climate-friendly companies. So it’s become a clear marketing advantage – even a necessity – in Denmark to cite climate-impact action and credentials. Tune in to our future …
This article appears in September 25 • 2009.