Visitors

Changing and improving the image of Amsterdam

We use various resources to restore quality of life. One of the activities is the image campaign that we launched in November 2023 together with the municipality of Amsterdam and our partners. Under the motto 'Renew your view on Amsterdam', the campaign allows visitors to look at the city in a different way. We use the image that Amsterdam residents have of their city to enrich this image. The campaign is emphatically not aimed at attracting more visitors, we actually want to encourage more conscious visits by appealing to a different type of visitors.

Reducing nuisance

In the meantime, we are working hard to guide (spread) Dutch and foreign visitors in places in the city where the balance between benefits and burdens must be restored. We guide, among other things, by telling stories about the versatile cultural offering in our various neighborhoods: from small and large stages, museums, fashion and festivals, restaurants and cafes, to parks, nature and sports facilities. We zoom in on the lesser-known places in well-known neighborhoods and on the many gems in the lesser-known neighborhoods. By using data and new technologies, we as a city are able to increasingly personalize the stories and, with the use of content creators and social media, tailor them to the needs of different visitors. Here you can read our vision for redesigning the visitor economy.

The power behind the I amsterdam City Card

In addition to informing and inspiring, we also support visitors with products such as a map and an app: the I amsterdam City Card, which gives you access to a wide range of museums in Amsterdam. The I amsterdam City Card also gives access to public transport and boat tours. In this way we facilitate users in a simple way and encourage them to visit cultural institutions, including smaller and lesser-known locations, and we promote distribution.