Amsterdam launches campaign for “respectful tourism”

While many European countries are delighted to welcome tourists after more than a year of confinement, Amsterdam is investing thousands of euros to attract tourists but “the right kind of tourists”, SchengenVisaInfo.com reports.

In the first campaign for 2021, the city allocated a fund of 100,000 € to attract tourists interested in visiting the city by advertising the city’s street art; the more than 100-meter hydraulic swing of the A’DAM tower, the tallest swing in Europe, and the city encourages tourists to fish for plastic to clean the canals.

Cultural partners and businesses are investing an additional € 60,000, Dutch economic affairs manager Victor Everhardt noted during a briefing from an advisor.

“Amsterdam’s bars and restaurants, shops and cultural institutions have been hit hard by the consequences of the coronavirus crisis,“Everhardt said at the briefing.

The campaigns aim to encourage the revival of tourism to contribute to urban life and the economy, as COVID-19 infection rates continue to decline and the country moves more towards a list of categories ” green ”.

“Visitors come back to our city and this campaign directs them towards types of visits in order to contribute to the economic revival of the city and the region. Everhardt added.

In addition, he also noted that this campaign intends “stimulate the desired behaviorAnd makes it clear that Amsterdam is no longer a no-obligation party destination.

On the other hand, Amsterdam & Partners General Manager Geerte Udo said the campaign is aimed at visitors interested in the city’s culture.

“It is extremely important at this time to support the area and bring the city back to life by attracting visitors who themselves bring something to the city. Udo said.

According to the Directorate of Economic Affairs, in 2019, the tourist tax represented 133.6 million euros of revenue for the city. However, that figure fell to 56.5 million euros last year, marking more than 77 million euros in losses. Before the COVID-19 outbreak, ten percent of the city’s jobs were in tourism, and the industry’s total economic value in Amsterdam was € 18.6 billion.

City councilors hailed the goal of establishing respectful tourism in Amsterdam while increasing police and on-site fines for inappropriate behavior. According to Dennis Boutkan, Labor Party PvdA adviser, this goal aligns with the city’s vision that “Visitors are welcome, but not at any cost.

“Above all, we want visitors who appreciate Amsterdam and come to our city consciously for the culture or events, our rich history, our museums and the relaxed nightlife.” Boutkan added.

According to data released by the Airbnb accommodation platform, the travel trend in Europe has changed after the pandemic, with visitors choosing more rural than urban and must-see destinations. For example, bookings for Paris have declined while those for the Var, a coastal town in south-eastern France, have increased.


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