Amsterdam’s new tourist vision: flowery bikes, eco-living, and diversity

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Amsterdam's new tourist vision: flowery bikes, eco-living, and diversity

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.

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