City boosts campaign to deter loutish tourists

People wishing to head to Amsterdam for a getaway in the new year may be sorely disappointed – the city is stepping up its campaign to drive away party tourists, especially those from Britain.

New advertising early next year will attempt to repel visitors seeking “sensation and vulgar entertainment” in the city's cannabis cafes or red-light district.

It will run until the end of 2025, after Amsterdam’s city authorities concluded that the current “stay away” campaign had largely failed to deter loutish tourists.

In a letter to councillors, Femke Halsema, the mayor, and Sofyan Mbarki, the tourism chief, wrote: “Amsterdam has acquired the image of a city where ‘anything goes’ for many people. They do not pay attention to the beauty and conviviality, the art and culture on offer, the special shops, exciting events and the many nice neighbourhoods.”

The number of British tourists has decreased by 19.3% since 2019, but this is mainly due to inflation and the euro’s strength against the pound.

“The Amsterdam municipality gave a clear message in the first phase of the campaign to dissuade visitors about the type of tourism we do not want,” the pair wrote. “It did not yet lead to a direct decrease in its attractiveness to the party tourist from the UK.”

Many Britons or other partying tourists still remain unclear about what the rules are.

The letter offered a reminder: “The alcohol ban [in the red-light district], [cannabis] smoking ban, early closing times, sleeping in cars and urinating in public are unknown to a large part of the target group.”

The “discouragement campaign” will be stepped up but will take place alongside a new attempt to define Amsterdam’s image to make it less appealing to drug tourists or drunken stag parties.

In May, Amsterdam began enforcing a ban on smoking cannabis in the red-light district, combined with restrictions on public alcohol consumption, and earlier closures for cafes, bars and sex clubs.

Halsema has drawn up plans to move brothels in the central red-light areas to a large “erotic centre”, but the idea has been met with resistance from prostitutes and residents near the proposed sites.

A new online video campaign already asks people to “renew your view” of Amsterdam as a diverse, multicultural and “woke” city, showing flower bikes, green living, two men kissing, and transgender people living together in harmony.

The mayor's letter concluded: “We now look at culture, diversity, the local economy, international companies and the negative consequences of over-tourism in a new way.”