The city hopes to encourage tourists to visit Nieuw West. Photo: DutchNews.nl

Amsterdam has launched its first 2021 campaigns to encourage tourists to return – so the right kind of tourists.

In a briefing for city councils, Economy Minister Victor Everhardt said the city would invest 100,000 euros in a campaign promoting attractions such as road Art, Europe’s highest swing and fish for plastic clean Channels on. A further 60,000 euros are being invested by companies and cultural partners.

The campaigns are designed to promote tourism, which adds to city life and the economy as coronavirus infections decline and the country continues to advance towards the ‘green’ zone.

“Bars and restaurants, shops and cultural institutions in Amsterdam have been hit hard by the consequences of the coronavirus crisis,” Everhardt said in the meeting. “Visitors are returning to our city and this campaign is alerting them to types of visits to contribute to the economic recovery of the city and the region.”

There is also a campaign to “stimulate the desired behavior”, which is carried out by the business and tourism promotion company amsterdam & partners to make it clear that Amsterdam no more goal for casual parties.

Managing Director Geerte Udo: “The campaign is aimed at visitors interested in culture in the broadest sense of the word. Right now it is extremely important to support the sector and bring the city back to life by attracting visitors who bring something to the city themselves. “

According to the Amsterdam Ministry of Economic Affairs, tourism tax amounted to € 133.6 million in revenue for the city in 2019, but that fell to € 56.5 million last year. Before the coronavirus pandemic, tourism accounted for 10% of the city’s jobs and the total economic value of the industry in Amsterdam was € 18.6 billion.

The message to promote respectful tourism while increasing the police and local fines for undesirable behavior was welcomed by the city councils. “These are excellent rules that are in line with our vision: visitors are welcome, but not at any cost,” said Councilor Dennis Boutkan of the PvdA Labor Party. “So it is good to have a number of anti-harassment measures in place.

“Above all, we want visitors who enjoy Amsterdam and who deliberately come to our city to experience culture or events, our rich history, museums and relaxed nightlife,” he said. ‘As well as those who go’ on safari ‘in the undiscovered areas outside the center such as the Zuidoost, Noord and Nieuw West.’

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