Sustainability shouldn’t be complicated. Whether you’re a traveler, a business, or a destination, making the right choices for people and the planet should feel natural—without the confusion, frustration, or guesswork.
That’s where we come in.
Act by Choice is a team of passionate changemakers dedicated to turning sustainability into an opportunity, not an obstacle.
We enable destinations, tourism businesses, and travelers to bridge the gap between good intentions and meaningful action—making sustainable choices simple, accessible, and rewarding.
Our founder, Josephine, has spent over 25 years in the travel industry, seeing firsthand how both travelers and businesses want to do better. But there’s a challenge: while the willingness to act is there, the path forward isn’t always clear. Many believe that consumers simply aren’t interested in sustainability.
We see things differently!
The real problem isn’t motivation—it’s complexity. Sustainability needs to be straightforward and actionable.
At Act by Choice, we cut through the noise and turn sustainability into practical, everyday actions that make sense.
We work with DMOs, tourism businesses, and industry players to create real impact—helping them integrate sustainability in ways that attract customers, enhance experiences, and contribute to a better world.
A world where choosing more sustainably is effortless—for travelers, businesses, and destinations alike.
Our mission is to make sustainability the default, guiding you to integrate actionable sustainability practices seamlessly into your business.
M: +45 53590100
Visiting address:
Klub, Linnésgade 25
1361 Copenhagen K
CVR: 4477 4747
© Act by Choice. All rights reserved 2025.
