Mission and vision

Vision

The Amsterdam Metropolitan Area remains a dynamic entity that will continue to be subject to change. Changes that we must continually anticipate. Our focus is shifting from prosperity to broad prosperity and well-being, from quantity to quality and from more to better. By deploying the right data and insights, new technologies and stories that stick (storytelling), we work daily to improve the reputation of the entire Amsterdam Metropolitan Area. A reputation that better reflects our identity. Building Amsterdam's reputation is of great importance because our image plays a key role in attracting and connecting those residents, businesses and visitors who enrich the metropolis. We also use the same means to influence the behavior of various target groups. In order to guide residents and visitors to well-known but especially lesser-known places and still underexposed pearls.  

In 2023-2025, the starting point in all our activities will remain digital first, supported by print and physical where necessary. How we deploy these means depends on the target group and how they use different channels, whereby we focus on the customer journey.

We also connect people, organizations and initiatives, so that together we form an image of the future, cash in on opportunities and solve problems. This creates collaborations from which new, surprising ideas often arise. Our network consists of over 700 partners who all give shape and content to the Amsterdam Metropolitan Area: municipalities, provinces, cultural institutions, knowledge institutions, companies, start-ups and scale-ups, entrepreneurs, interest groups and residents. Actively connecting all these stakeholders is essential to shaping the future together.

The diversity of people, cultural offerings, economic activity and nature are the pillars of the Amsterdam Metropolitan Area. We are an MRA with more than 180 nationalities, where freedom leans on the foundation of respect for each other, for the city and the metropolis. Where commercial spirit goes hand in hand with creativity; the merchant and the artist. Together we work to increase the pleasures for all and reduce the burdens for residents.