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Since May 18, 2026, the city of Lorient has been testing a program that is the first of its kind in France: “Ker [care] Lorient,” a free pass that rewards visitors who use sustainable transportation with discounts and perks from local partners. Hotels, restaurants, museums, activities… The idea is simple: the more low-key and local your stay is, the more you’re rewarded. And behind this “great deal” lies, above all, a genuine vision for the future of tourism. We’ll explain it all to you.
The “Ker [care] Lorient” initiative is being tested by Lorient Bretagne Sud Tourisme between May 18 and June 30, 2026. Its goal? To encourage visitors to opt for more sustainable modes of transportation and longer stays.
To be eligible for the pass, several conditions must be met:
Cycling along the Halage Trail in Inzinzac-Lochrist - © LEZBROZ-LBST
Visitors should also opt for sustainable transportation:
Once you meet these criteria, simply fill out an online form to receive your pass for free via email!
The pass then grants access to benefits from partners of the device.
Some examples that have already been suggested include:
Restaurant on the island of Groix - © LEZBROZ-LBST
For example, Le Minor, Brittany’s oldest hosiery factory, is offering its guided tour for €5 instead of €10. Some campgrounds also offer discounts to travelers arriving on foot, by bike, or via low-carbon transportation.
In total, about 40 institutions are already participating in the initiative.
But ultimately, Ker [care] Lorient isn’t just trying to help visitors save a few euros. The main idea is to encourage a slower, more local way of exploring the area : take the train instead of driving, stay longer, use local transportation, explore local shops and activities… In short, slow down a bit.
Catamaran in the Lorient harbor at Port-Louis - © LEZBROZ-LBST
In fact, the system fully embraces this the philosophy of “slow travel”. “Responsible tourism should not be seen as a burden, but as an enriching experience”, explains the tourist office in its press release.
While this initiative may seem new in France, it already exists elsewhere in Europe. Ker [care] Lorient draws directly on “CopenPay”, a program launched in Copenhagen to reward tourists who behave more responsibly during their vacation.
The Ker [care] Lorient Pass is based on the same principle: rewarding visitors who adopt more responsible behaviors.
The Danish model has been a huge success, attracting tens of thousands of participants and garnering significant international attention. Since then, the DestinationPay network has been bringing together or supporting several destinations around the world, including Berlin, while other regions are currently exploring the model.
Lorient thus becomes the first French destination to test this model.
And that is probably what makes this initiative particularly interesting. For a long time, sustainable tourism has relied mainly on awareness campaigns or calls to “reduce pollution.”
Here, the logic is different: instead of penalizing the most carbon-intensive behaviors, we reward the most environmentally friendly ones.
© T.ESNAULT-LBST
In other words, travelers who make the effort to take the train or slow down their travel pace get something in return. Simple and smart. Because, in reality, many travelers are willing to adopt more sustainable habits—as long as it’s easy, rewarding, and enjoyable.
Perhaps the most interesting aspect of this initiative is the prominence given to rail travel. For a long time, rail has mainly been presented as a more environmentally friendly alternative to air travel or driving. But here, it becomes outright a tourist attraction.
Traveling by train isn't just about reducing your carbon footprint anymore; it also gives you access to discounts, unique experiences, and a different way to explore a region.
Cycling along the Blavet Towpath in Inzinzac-Lochrist - © T.ESNAULT
And that makes a big difference. By rewarding visitors who use sustainable transportation, a destination can also encourage longer stays, attract travelers who are more connected to the local area, reduce traffic congestion, support the local economy, and even help spread out visitor numbers during the off-season.
“The initiative also addresses a key challenge for destinations: driving the evolution of
behaviors without instilling guilt, by focusing on encouragement, rewards, and the joy of
discovery. Ker [care] Lorient thus promotes good habits, while strengthening the bond "among visitors, residents, and tourism professionals." - Lorient, Southern Brittany
Of course, Ker [care] Lorient is still just a temporary pilot program for now. But the message it sends is an interesting one.
For a long time, sustainable tourism policies have primarily sought to limit the negative impacts of travel. With initiatives like Ker [care] Lorient, a new approach is emerging: making travel more efficient, more appealing, more desirable, and sometimes even more cost-effective.
This is an initiative that deserves nothing but praise! Who’s next?
Issue du monde de la communication et des médias, Sophie est Responsable éditoriale chez HOURRAIL ! depuis août 2024. Elle est notamment derrière le contenu éditorial du site ainsi que La Locomissive (de l'inspiration voyage bas carbone et des bons plans, un jeudi sur deux, gratuitement dans ta boîte mail !).
Convaincue que les changements d’habitude passent par la transformation de nos imaginaires, elle s’attache à montrer qu’il est possible de voyager autrement, de manière plus consciente, plus lente et plus joyeuse. Son objectif : rendre le slow travel accessible à toutes et tous, à travers des astuces, des décryptages et surtout, de nouveaux récits.
