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Fortune
Fortune
Prarthana Prakash

Copenhagen wants to do tourism differently by rewarding visitors with free coffee, food and museum passes if they cycle in the city and keep it clean

people seen biking in Copenhagen (Credit: Thomas Høyrup Christensen)

This summer, Europe’s most popular hotspots are fighting back against mass tourism. 

Whether in Barcelona, where protestors are spraying water at visitors, or in Athens, where overtourism has come to a head, European cities are rethinking how they operate an economically important industry that has resulted in fraught ties with locals. 

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