Amsterdam has desperately been trying to shake off its ‘party capital’ image – with limited success. After its 2023 campaign urging drunken British tourists to ‘stay away’ failed, the city is trialling a softer approach.
Hoping to attract “a different type of visitor”, according to a press release from the local authority, the new ‘Renew Your View’ campaign encourages tourists to see the city through a local’s eyes.
Taking aim at those who “seek sensation and vulgar entertainment” at the city’s Red Light District and ‘coffee shops’, it promotes a different side of the city, free from transgressive behaviour and rowdy bachelor parties.
The campaign will start early next year and run until the end of 2025.