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It’s no secret that the world’s most sustainable cities think their forward-looking views on the environment will attract more visitors. However, what is less well-known is whether being green makes them worth a visit.

What are the most sustainable cities? According to the latest Global Destination Sustainability Index (GDSI), the top destinations are Helsinki, Gothenburg, Sweden; Copenhagen, Denmark; and Aarhus, Norway. (I hope you like Scandinavia.)

The GDSI ranks cities’ eco-friendliness, assessing 76 criteria across environmental, social, and economic factors. It gives a snapshot of a participating city’s sustainability performance and highlights areas for improvement. Although it isn’t focused exclusively on tourism, many destination management organisations tout their GDSI scores, hoping it will add to their appeal.

“Being sustainable can have a long-term impact on a city as a tourism destination,” says Evelyn Xiao-Yue Gong, who teaches operations management at Carnegie Mellon University’s Tepper School of Business. “Being rated one of the most sustainable cities in the world inarguably increases the visibility of a city, and evokes travelers’ curiosity, both of which are important stimulants for tourism prosperity.”

But Gong says there’s a potential downside. Some visitors may experience inconveniences, such as having to recycle or use mass transit instead of driving.

“Nevertheless, these small frictions are typically outweighed by the overall positive push on tourism,” she adds.

But how exactly does that work? Let’s go down the list by ranking.

Helsinki

One of the first things you notice about a city like Helsinki is how squeaky clean it is. Every piece of trash is picked up. Every leaf that falls off a tree is raked. “There are bikes everywhere,” says Tampa marketing executive Jasmine Charbonier. “And I mean everywhere.”

I spent several days in Helsinki last year, and tourism officials there told me that they are pursuing sustainability with relentless determination.

“We take the visitor experience seriously and sustainability efforts are designed with both residents and travelers in mind,” says Jukka Punamäki, a senior advisor for Helsinki.

However, most green initiatives are not noticeable to the average visitor. The only place where someone might feel it is in the wallet — all those initiatives cost money, so that you could pay more for hotels, restaurants and attractions. (Punamäki says over time, Helsinki’s sustainability efforts will lead to greater efficiencies, reducing costs.)

Gothenburg, Sweden

When I visited Gothenburg a few months ago, one of the things I noticed was how normalised their sustainability efforts had become.

“It’s been regarded as the most sustainable city in Europe for numerous years,” says Duncan Greenfield-Turk, a travel advisor. “The city runs practically entirely on renewable energy, and public transport is rather effective, which makes exploration simple without a car.”

Greenfield-Turk says the culinary scene is a standout. Restaurants like Bhoga concentrate on seasonal, hyperlocal foods. Of course, you can’t miss the cinnamon rolls at Café Husaren.

However, there, too, sustainability is not at the forefront. Gothenburg is renowned for its food and cultural attractions, and it also happens to be a sustainable destination. Very sustainable.

Copenhagen

Denmark’s capital also has a well-earned reputation for being green, as Lizet Wesselman discovered when she recently spent a month there.

“They have an amazing recycling system, which is more extensive than I’ve ever seen anywhere else,” says Wesselman, a blogger who specialises in sustainability. (It is indeed impressive — and complex.) But, she adds, that doesn’t affect tourists.

“The two biggest things that are relevant for tourists are the extensive bicycle path network and the fact that the whole city seems to be cashless,” she says.

I’ve been touring the world’s most sustainable cities, and was only in Copenhagen briefly last summer. But it certainly left an impression. I’m not sure if visitors will notice its commitment to sustainability or even if they will visit because of it, but there is no question that this city means to be green.

Bergen, Norway

“Bergen is one of those places that quietly impresses you,” says Cindy Scott, a videographer and outdoor adventurer. “It doesn’t shout about its sustainability efforts, but you can feel it everywhere. The city just gets it.”

On my last trip to Bergen, I was stunned by the number of EVs on the road. Norway leads the way in EV adoption, and nowhere is that more obvious than Bergen, where you have to look both ways before crossing the street. You can’t hear the traffic coming.

Scott said that as a visitor, she had also noticed the EVs, especially the buses. Additionally, she noted that the restaurants took pride in their use of local ingredients, which made them more sustainable. But like other sustainable destinations in Scandinavia, Bergen wasn’t in her face about being green.

Aarhus, Denmark

In Aarhus, sustainability is more visible, according to Richard Burgon, who publishes an RV site. But it’s not where you might expect.

“I wasn’t struck by the green spaces or the green technology,” he says. “Rather, it was the extent to which the people living in the areas integrated sustainability in their lives.”

For example, he found a lot of urban farming projects in Aarhus (not unlike the ones I recently reported on in Berlin).

“It felt like something from a futuristic novel,” he says.

There’s a reason behind it. Aarhus has an ambitious plan to invest in green spaces and sustainable design to create a healthier and more livable environment. It’s working toward a goal of becoming carbon neutral by 2030 through a range of initiatives, including increasing the use of renewable energy and reducing waste.

Yes, but should you visit?

A consensus of the travel experts I interviewed for this story was yes, it’s worth going. However, you probably won’t see many large-scale sustainability projects. It’s small stuff like many multicoloured recycling bins, urban gardens, and lots of mass transport and bike paths. And it’s also knowing that you’re supporting a place that aligns with your values — if, indeed, being green matters to you.

Kristin Winkaffe, owner of Winkaffe Global Travel, says for most of her clients, sustainability means visitability.

“People are looking for places that align with their values,” she says, “whether that’s supporting local businesses, enjoying eco-friendly accommodations, or exploring cities that prioritize green spaces and clean energy.”

So if you care about the environment, consider adding one or more of these cities to your “must visit” list, says Jennifer Goff, a travel advisor who specialises in sustainable vacations.

“The revenue directed toward local businesses, artisans, and sustainable programs helps improve infrastructure, provides more opportunities for local entrepreneurs, and creates jobs that are rooted in ethical practices,” she says.

Your visit will have a ripple effect. As tourism increases, other cities will realise that sustainability can also positively impact profitability. And who knows, maybe you’ll see your favourite place on the following GDSI list, which is due in October.