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Flowery bikes, eco-living and a guidelines quiz: Amsterdam paints a brand new imaginative and prescient of town for vacationers

Amsterdam is softening its ‘keep away’ messaging – however it nonetheless needs to discourage rowdy guests.


Amsterdam has desperately been making an attempt to shake off its ‘occasion capital’ picture – with restricted success.

After its 2023 marketing campaign urging drunken British vacationers to ‘keep away’ failed, town is trialling a softer strategy.

Hoping to draw “a special kind of customer”, in response to a press launch from the native authority, the brand new ‘Renew Your View’ marketing campaign encourages vacationers to see town by means of an area’s eyes.

Taking goal at those that “search sensation and vulgar leisure” on the metropolis’s Pink Gentle District and ‘espresso retailers’, it promotes a special facet of the metropolis, free from transgressive behaviour and rowdy bachelor events.

The Dutch capital has additionally launched a pre-trip quiz for guests together with drug-related questions which hopes to discourage reveller vacationers. 

Amsterdam launches pre-trip guidelines quiz for vacationers

Amsterdam has launched an internet site the place these planning a vacation to town can take a quiz concerning the objective of their go to. 

Known as Amsterdam Guidelines, it hopes to encourage party-focused guests to rethink their deliberate actions within the metropolis. 

If you happen to comply with solutions corresponding to wanting a guided tour of intercourse staff’ home windows or pub crawls, the web site responds that these actions at the moment are forbidden and suggests town will not be the perfect vacation spot for you. 

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One other query asks “What well-known Dutch merchandise would you prefer to attempt?” and gives the choices of stroopwafels, poffertjes (mini pancakes) tulips, molly (slang for ecstasy) and cocaine.

If you happen to decide one of many final two choices, a message seems stating: “Shopping for medication from avenue sellers is illegitimate. Avenue sellers promote faux medication that are harmful to your well being. Shopping for medication on the road can result in getting fined.”

If, nonetheless, your solutions present your supposed actions observe Amsterdam’s guidelines, you might be directed to the official tourism portal of town – Iamsterdam.

Get to know actual Amsterdammers

Portray town as a spot for “concepts, initiatives and inspiration”, Amsterdam’s ‘Renew Your View’ marketing campaign – which can run till the top of 2025 – options flower bikes, LGBTQ+ tradition and inexperienced residing.

It emphasises town’s range of individuals and viewpoints, saying “Amsterdam makes you see… how one can be simply you, whereas giving room to others too.”

But when being you means chugging 10 beers, getting excessive out of your thoughts and trawling the Pink Gentle District, you’re nonetheless not welcome.

Keep Away marketing campaign expanded to different European nations

Amsterdam’s headline-grabbing Keep Away marketing campaign initially took goal at younger British males when it was launched in March this 12 months.

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The town is carrying the message into 2024 – and increasing it to males aged 18 to 35 from EU nations in addition to the Netherlands.

Since its launch, the marketing campaign has been coupled with measures to curb nuisance behaviour within the metropolis centre. These embody a weed smoking ban and early closing of eating places and meals distributors within the Pink Gentle District – guidelines the native authority intends to clarify in its ongoing messaging.

It additionally warns {that a} messy weekend within the metropolis might land you with a effective and a legal file.


Thus far it has not considerably discouraged vacationers however it has considerably modified the picture of the metropolis and made guests extra conscious of the foundations, Mayor Femke Halsema stated in a letter to town council.

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