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Amsterdam’s Latest Effort to Fight Excessive Tourism: No New Hotels

The city wants no more than 20 million hotel stays annually. The measure is one of multiple efforts to control the flow of visitors.

By Claire Moses

Amsterdam has been searching for any way to rein in the number of tourists that visit the city every year.

In March of last year, the city launched an ad campaign specifically targeted at British men between 18 and 35, urging them to “stay away.”

In July, the Dutch capital announced it would bar cruise ships from docking in the city center .

The city has also long tried to control the crowds in its red-light district, where rowdy groups of tourists often cause disruptions to local residents. It has added stricter rules about smoking marijuana . It has banned new tourist shops. And still, the people keep coming.

Now, the city — which is as well known for its canals and 17th century art as for its legal sex industry and easy access to marijuana — has taken one more step to further restrict the explosive growth of tourists: It is banning hotels from being built.

“Amsterdam is saying ‘no’ to new hotels,” the City Council said in a statement. “We want to make and keep the city livable for residents and visitors,” it added.

Amsterdam, which added that it was seeking to keep hotel stays by tourists to under 20 million per year, saw its highest number of visitors before the pandemic in 2019, when there were 25.2 million hotel stays, according to the city’s data.

Last year, that number was exceeded by tourists staying over in Amsterdam, not including stays in short-term rentals like Airbnbs and cruise ships. And the measure also does not take into account daily visitors who do not stay the night.

The ban on new hotels, while sending a clear message about the city’s aim to reduce the number of visitors, is also largely symbolic. The city’s policy on hotel construction was already strict, and there had been only three proposals since 2017 that met Amsterdam’s requirements, according to the city. New hotels that had been approved or were in development — 26 in total — would be allowed to proceed for now.

Under the new rules, a new hotel can only open if another one closes. It also isn’t allowed to add more rooms than were available, according to the city.

“The effect won’t be very big,” said Ko Koens, a professor of new urban tourism at Inholland University in Rotterdam, the Netherlands. He also said that in the long run, the capping of hotels could make them more expensive to stay at.

While this ban alone would not make a huge dent in the number of visitors to the city, Mr. Koens said, taken together with other initiatives it could make Amsterdam a less appealing place to visit. But, he said, “For now, visitors don’t seem to mind.”

In total, Amsterdam has nearly 42,000 hotel rooms that can accommodate more than 92,000 people, according to Statistics Netherlands, a governmental institution that compiles data about the country. (In total, the Netherlands has more than 150,000 hotel rooms.)

Amsterdam’s initiatives to rein in tourism have been largely focused on its crowded city center. But as long as Amsterdam’s airport, Schiphol, continues to be a major European hub, it won’t be easy to keep visitors away from the city.

“There are no simple solutions,” Mr. Koens said. “It’s super complex.”

Amsterdam also announced this week it would start cutting the number of river cruises allowed to dock in its waters. In 2023, that number was 2,125. In 2028, the city wants it to be halved, with no more than 1,150. The city predicts that effort could reduce the number of visitors that come into town by 271,000. This proposal, the city said, is to improve the quality of life for residents and to reduce emissions and crowds.

“The balance in the city needs to improve,” Hester van Buren, a deputy mayor who focuses on the city’s port, said in a statement.

Amsterdam isn’t the only major European destination that has been struggling to get a grip on the growing number of tourists. Venice announced it would charge day-tripping visitors 5 euros ($5.33) to enter the iconic streets of its city center on weekends and some holidays from April 25 through mid-July, its busiest season.

Amsterdam, currently in a busy touristic time because of its famous blooming tulips, has not announced a similar measure, but it is likely there will be more efforts and experiments designed to limit visitors — like the hotel ban.

“Without such a stop, Amsterdam’s center would become one big hotel,” Mr. Koens said. “You don’t want that either.”

Claire Moses is a Times reporter in London, focused on coverage of breaking and trending news. More about Claire Moses

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Amsterdam warns British sex and drug tourists to 'stay away'

The Dutch city of Amsterdam is launching an ad campaign to warn rowdy young British men looking for sex and drugs to "stay away."

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Amsterdam launches new advertising campaign targeting 'nuisance' tourists — beginning with young British men

Amsterdam has launched a campaign to discourage tourists from planning drug and alcohol-fuelled parties — starting with young British men.

Key points:

• The campaign will target internet searches for terms such as "stag party Amsterdam"
• It will target young UK men at first, but may be expanded to other EU countries
• The Dutch capital has also been cracking down on cannabis and alcohol consumption

The Dutch capital has long been trying to curb rowdy behaviour such as stag parties, especially near the famed red light area where sex workers operate.

The new campaign, dubbed Stay Away, will involve people searching online for some getaways in Amsterdam and receiving special warnings.

"The campaign will commence in Great Britain, aimed at males in the age category of 18 to 35 years," Amsterdam city council said in a statement.

"This online discouragement campaign is aimed at nuisance tourists who want to visit Amsterdam to 'go wild', with all the ensuing consequences."

It would be expanded to "potential nuisance-causing visitors from the Netherlands and other EU countries" in the coming year, it said.

People searching for terms such as "stag party Amsterdam" or "pub crawl Amsterdam" will be shown warning advertisements, it said.

The ads would show the "risks and consequences of anti-social behaviour and excessive drug and alcohol abuse", including fines, arrest, criminal records, hospitalisation and health issues.

Amsterdam recently announced a ban on smoking cannabis in the red light district, coupled with further restrictions on alcohol consumption and earlier closures for cafes, bars and sex clubs.

Authorities are also looking at moving sex workers to large "erotic centres" on the outskirts of the city.

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Amsterdam Warns British Tourists to "Stay Away" in New Ad Campaign

The city of Amsterdam has launched a campaign warning to young British men, telling them to "stay away" if they are just looking to drink and take drugs when they visit.

Local authorities in Amsterdam are reportedly deliberately targeting British citizens aged 18 to 35 who are searching online for places to stay for stag parties and cannabis and drinking in the Dutch city.

One video from the campaign captures a young drunk male being handcuffed and arrested after smashing a glass in a side street. "Coming to Amsterdam for a messy night and getting trashed = €140 fine + criminal record = fewer prospects," the clip warned.

Another clip has also surfaced that shows an unconscious tourist on a park bench being treated by paramedics and taken away in an ambulance. The clip also includes another message that states: "Lose control = hospital trip + permanent health damage = worried family,” the video says. “Coming for drugs? Stay away."

⛔ Stay Away: een campagne van de @AmsterdamNL tegen overlasttoerisme: misschien wel een novum in het communicatiedomein. Eerste fase gericht op mannen - 18 / 35 jaar uit de U.K. ??. Later dit jaar volgt dezelfde doelgroep uit NL en andere EU landen. https://t.co/7fuAKTqa7c pic.twitter.com/cAiBLjzrdP — Daniel Nagel (@danielnagel) March 28, 2023

The Stay Away clips will be geo-targeted at young British tourists who use search engines for "stag party Amsterdam," "cheap hotel Amsterdam," and "pub crawl Amsterdam."

Commenting on the new campaign, Sofyan Sofyan Mbarki, Amsterdam’s deputy mayor, said: "In that case, we as a city will say – rather not, stay away. Amsterdam is already taking lots of measures against excessive tourism and nuisance, and we are taking more measures than other large cities in Europe.

"But we have to do even more in the coming years if we want to give tourism a sustainable place in our city. Amsterdam is a metropole and crowds and bustle are inherent features, but to keep our city liveable we now have to choose for restriction instead of irresponsible growth."

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Amsterdam targets rowdy Brits with ‘stay away’ campaign

THE HAGUE - Amsterdam launched a campaign on Tuesday to discourage tourists planning drug- and alcohol-fuelled parties – starting with young British men.

The Dutch capital has long been trying to curb rowdy behaviour such as stag parties, especially near the famed red-light area where sex workers operate.

The new campaign, dubbed “Stay Away”, will involve people searching online for some getaways in Amsterdam receiving special warnings.

“The campaign will commence in Great Britain, aimed at males in the age category of 18 to 35 years,” Amsterdam city council said in a statement.

“This online discouragement campaign is aimed at nuisance tourists who want to visit Amsterdam to ‘go wild’, with all the ensuing consequences.”

It would be expanded to “potential nuisance-causing visitors from the Netherlands and other EU-countries” in the coming year, it said.

People searching for terms such as “stag party Amsterdam” or “pub crawl Amsterdam” will be shown “warning advertisements”, it said.

The ads would show the “risks and consequences of anti-social behaviour and excessive drug and alcohol abuse” including fines, arrest, criminal records, hospitalisation and health issues.

Amsterdam recently announced a ban on smoking cannabis in the red-light district, coupled with further restrictions on alcohol consumption and earlier closures for cafes, bars and sex clubs.

The authorities are also looking at moving sex workers to large “erotic centres” on the outskirts of the city. AFP

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Amsterdam has unveiled new rules to tackle overtourism in 2024

Following this year’s campaign to shed its party town image, the Dutch capital is trying a new technique

Amsterdam , the city of canals, bikes, and Heineken, but also of charmingly distinct architecture and incredible art collections, is often overshadowed by its reputation as a party town. 

And despite its ‘stay away’ campaign that was launched in spring this year , a bid to dissuade rowdy tourists from wreaking havoc in the quaint city centre, that reputation has proven to be a tricky one to shake. 

So now the Dutch capital is shifting gears to focus on improving quality of life for residents. According to a press release from the local authority, the new strategy is called ‘renew your view’. The aim is to encourage visitors to see Amsterdam through the eyes of locals and target reducing the number of people who ‘seek sensation and vulgar entertainment’, says euronews .

From January 1, 2024, new rules for living in the city will apply. The campaign should run for a year until early 2025. 

First up are new housing rules, which aim to increase the housing supply for students, teachers and trainee police officers. Young people who have lived in Amsterdam for six of the last 10 years will take top housing priority. 

The first way authorities plan to do this is by limiting the number of private holiday rentals and capping the number of bed and breakfasts allowed in each city district. The maximum number of B&Bs has been reduced by 30 percent, which means no further B&Bs can open in the city centre for the foreseeable future. 

The city is also cracking down on tourist-focused establishments. The Dutch Council of State last week ruled that the city was no longer allowed to issue permits for souvenir shops in the city centre, instead creating space for bookshops, salons and gyms. 

While going on a party break can be fun, the best way to see a city really is through the eyes of a local. Let’s hope Amsterdam sees more success with this new campaign to preserve its enchanting city centre. 

The rise of overtourism measures

Amsterdam isn’t the only city keen to limit the impacts of overtourism. This summer, Florence banned Airbnbs from its city centre , while the increasingly popular travel destination of  Japan recently announced a nationwide campaign to showcase lesser-known hotspots and deter overcrowding in its metropolitan areas. Read our list of  all the destinations that want tourists to stay away . 

Did you see that this popular travel destination will soon ban smoking in most public spaces ?

Plus: Europe’s highest disco will be taking place in Switzerland next year . 

Stay in the loop: sign up to our free Time Out Travel newsletter for all the latest travel news.

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clock This article was published more than  1 year ago

Amsterdam launches ‘Stay Away’ campaign to discourage drug tourism

The city produced a couple of PSAs targeted at young British men visiting for bachelor parties

The latest tourism-related ads from the city of Amsterdam look more like scenes from “ Cops .”

Over footage of a lurching man getting cuffed, placed into the back of a police car and sitting in a cell, a message warns that “getting trashed” in the city known for its cannabis cafes and brothels could lead to a 140-euro (more than $151) fine.

“So coming to Amsterdam for a messy night? Stay away,” says the ad, which went online Tuesday.

Another video depicts a young person who is passed out on a park bench getting loaded into an ambulance before lying in a hospital bed. The message, about the dangers of drug use, is the same.

According to the local government, the ads are part of an online “Stay Away” campaign targeted at British men between 18 and 35. The initiative seeks to discourage “nuisance tourists” who have plagued the Dutch capital for years. Officials say visitors from elsewhere in the Netherlands and from other E.U. countries could be added later.

‘The city is ours again’: How the pandemic relieved Amsterdam of overtourism

A news release promoting the campaign says potential visitors who use search terms including “stag party Amsterdam,” which references bachelor parties, as well as “cheap hotel Amsterdam” and “pub crawl Amsterdam,” will be served warning ads that include the risks of overindulging in alcohol and drugs. The messaging could evolve in the coming months, according to a city news release.

“Visitors will remain welcome, but not if they misbehave and cause nuisance,” Deputy Mayor Sofyan Mbarki said in the release. “In that case we as a city will say: rather not, stay away.”

The “Stay Away” effort begins as Amsterdam is scheduled to start rolling out anti-nuisance measures it approved late last year. The city previously said that, starting in April , it would enforce earlier closing times for some businesses, including brothels, restaurants and sex clubs with catering licenses. A new rule banning pot-smoking in the streets of the Red Light District is expected to go into effect in mid-May.

Under a tolerance policy for weed in the Netherlands, people are not prosecuted for buying up to five grams of cannabis, which is sold in coffee shops.

Looking to dodge Amsterdam’s crowds? There are three remarkable towns a short train ride away.

According to the news release, another campaign is launching for visitors who are already in town to show them “How to Amsterdam.” Key points, which will be communicated online and via physical signs, include: no public urination, loud noise or buying drugs from street dealers.

City officials say they are also in talks with organizers of stag parties about how they can help address disruptive tourism.

Mbarki said in the announcement that Amsterdam has already taken significant measures against “excessive tourism,” but needs to do even more.

“Amsterdam is a metropole and crowds and bustle are inherent features, but to keep our city liveable we now have to choose for restriction instead of irresponsible growth,” he said.

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How we travel now: More people are taking booze-free trips — and airlines and hotels are taking note. Some couples are ditching the traditional honeymoon for a “buddymoon” with their pals. Interested? Here are the best tools for making a group trip work.

Bad behavior: Entitled tourists are running amok, defacing the Colosseum , getting rowdy in Bali and messing with wild animals in national parks. Some destinations are fighting back with public awareness campaigns — or just by telling out-of-control visitors to stay away .

Safety concerns: A door blew off an Alaska Airlines Boeing 737 Max 9 jet, leaving passengers traumatized — but without serious injuries. The ordeal led to widespread flight cancellations after the jet was grounded, and some travelers have taken steps to avoid the plane in the future. The incident has also sparked a fresh discussion about whether it’s safe to fly with a baby on your lap .

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Amsterdam wants foreign tourists to ‘stay away’ from drugs, alcohol, and sex.

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Evening at Amsterdam Red Light District by the canal and reflection of illuminating houses at night ... [+] in the old part of the city in North Holland, the Netherlands. A famous attraction for tourists because of the prostitution and prostitute girls in cabin with windows display and coffeeshops selling drugs. January 29, 2020 (Photo by Nicolas Economou/NurPhoto via Getty Images)

Amsterdam's City Council is planning to launch a campaign to discourage foreign tourists from access to activities related to alcohol, drugs, and sex, and it is implementing a comprehensive package of measures to fight back 'nuisance' tourism.

Amsterdam's deputy mayor Sofyan Mbarki is embarking on a "discouraging campaign" to curb tourism nuisance by limiting several popular activities in the Dutch capital.

The proposed plan will affect millions of tourists that every year enter cannabis coffee shops, visit the Red Light District, and enjoy the pubs and bars.

Mbaki introduced a package of measures in late November that aim to clean up Amsterdam's "reputation," as many tourists associate the Dutch capital with drugs and alcohol and the Red Light District, which attracts "voyeuristic tourism."

The move is part of a wider plan to "clean up" tourism in Amsterdam by curbing those activities related to alcohol, drugs, and sex, and city councilors are concerned that such activities are attracting a kind of tourism perceived as unwelcome in the city by residents.

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"The discouragement campaign aims to keep out visitors we do not want. If we love the city, we must take action now," said Mbarki in a press statement .

"Action is needed to prevent nuisance and overcrowding. Amsterdam is a world city, and bustle and liveliness come along with this, but to keep our city liveable, we need to choose limits instead of irresponsible growth," he continued.

Mbarki has also said the city had consulted residents, local businesses, experts, and interest groups to take this decision and concluded that there is an urgent need to reduce the amount of low-grade tourism.

Therefore, Amsterdam plans to start a campaign next spring, in line with the vision to clean the city's image.

The "Stay Away" campaign will start in early 2023 through a dissuasion campaign targeting foreign visitors that go to Amsterdam only "for alcohol, drugs, and sex."

Among the proposed measures, Mbkai aims to limit river cruises, tighten opening hours for pubs, bars, and restaurants, and window prostitution in the Red Light District during weekend nights. Furthermore, he wants to tackle nuisance bachelor parties and ban pub crawls and smoking activities in certain parts of the city center.

AMSTERDAM, NETHERLANDS - 2020/07/25: The tram area full with people. Crowded with tourists shopping ... [+] on the streets and the Dam full of visitors with one-way traffic in the Kalverstraat, one tries to keep one and a half meters away but it is difficult amid the coronavirus threats. (Photo by Robin Utrecht/SOPA Images/LightRocket via Getty Images)

Amsterdam is one of Europe's most visited capital cities, with over 21 million tourists per year, according to the City Council.

The tolerance policy on cannabis and other so-called "soft drugs" and the regulation on prostitution have created an attractive mix of leisure activities for many tourists over the years.

However, the council of Amsterdam now wants to limit such activities that bother residents, according to a report titled "Vision of visitors economy in Amsterdam 2035".

"Nuisance and 'overtourism' are signals that the limit has been reached and that the quality of life is in danger. Visitors remain welcome in our city, but this should no longer be at the expense of livability and accessibility for our residents," the report reads.

The report complains that the international image of Amsterdam has been stereotyped by coffee shops, sex theatres, and the windows in the Red Light District, leading many tourists to misunderstand the idea of freedom with a lack of morality.

As a result, "groups of visitors are under the impression that Amsterdam is a city where anything goes," the report reads.

"We want to get rid of this type of tourism, so we're also tackling the offer specifically aimed at these groups," the report continues.

In particular, cannabis coffee shops and foreign cannabis users have recently been the target of Amsterdam's mayor, Femke Halsema, who has proposed to ban tourists from buying cannabis products from coffee shops.

A couple smoke a joint in an Amsterdam coffeeshop, Netherlands, 1st December 1994. Under Dutch law ... [+] coffeeshops are allowed to sell a maximum of 5 grams of cannabis per person to customers. The premises are not allowed to advertise or to sell hard drugs to the drug 'tourists' who arrive in Amsterdam each weekend to frequent the coffeeshops. (Photo By Tom Stoddart/Getty Images)

The Dutch capital has over 160 coffee shops that sell cannabis products to hundreds of thousands of tourists every day. More than half (92) are located in the city center and have become one of the main activities for many tourists that visit Amsterdam.

According to a survey conducted by the government and non-profit research agency I&O Research quoted in the report, for 16% of tourists interviewed, the main reason to visit Amsterdam was to enter a coffee shop. Furthermore, about half of the incoming tourists in Amsterdam visit a cannabis coffee shop or claim they will certainly do so.

Another report by the market research of Breuer&Itraval shows that more than half of the visits to coffee shops in the city are made by foreign visitors.

In order to build sustainable and socially responsible tourism in Amsterdam, the councilors also aim to limit groups of tourists of any kind from accessing the city center.

Furthermore, bars and clubs in the city center may have limited opening hours to operate and could be forced to close by 2 am.

Such restrictions may apply to window prostitution and brothels in the Red Light District.

Sex workers are seen behind windows at the red light district in Amsterdam, Netherlands, 24 April ... [+] 2015. The city's red light district is located in a network of alleys containing approximately three hundred one-room cabins rented by prostitutes who offer their sexual services from behind a window or glass door, typically illuminated with red lights. Amsterdam is one of the most popular tourist destinations in Europe, receiving more than 4.63 million international visitors annually. (Photo by Horacio Villalobos/Corbis via Getty Images)

The proposed regulations also plan to tighten rules on Airbnb and short-term lets and encourage owners to turn them into homes for residents, and a tax could also be applied to tourists when the city is overcrowded.

Some plans are underway to also close some of the city's cannabis coffee shops, while smoking and drinking alcohol may become restricted in certain parts of the city.

The package of measures and the plan to create a new kind of tourism in Amsterdam by 2035 will be submitted to the City Council for approval on December 21.

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“Want to try some cocaine?” Amsterdam launches new anti-tourist campaign with a bizarre questionnaire

A different kind of drug test 💊

Amsterdam has doubled down on 2023’s Stay Away campaign intended to deter rowdy crowds. The latest measure is a web quiz targeting tourists’ intentions: will you be indulging in poffertjes or molly during your stay?

The municipality’s interactive questions aim to prompt tourists with the wrong idea to reconsider the purpose of their visit. 

READ MORE | DutchReview investigates the tourism crisis in Amsterdam (video inside!)

Wandering around the city smoking a joint? Not allowed. An organized pub crawl? No, not possible. And going out until after 2 AM? You should know — that’s not an option in the Red Light District!

The website promotes education about the consequences of antisocial behaviours when it comes to drugs and partying in the capital.

The new site is already live for Brits and will soon be followed for the Italian, Spanish and French. The municipality is taking no chances: there will also be a Dutch website for local troublemakers. 👀

One hundred measures and counting

The questionnaire continues the work of the original Stay Away campaign, which included a bold video compilation of drunk men being arrested, fined and even taken away in an ambulance.

Amsterdam launches "stay away" ad campaign targeting young British men https://t.co/5gNzf2TyPi — BBC News (World) (@BBCWorld) March 29, 2023

But how successful were these dramatised deterrents? Well, not entirely. 😬 

Some reported a decline , while others are more sceptical — either way, the campaign failed to fully curb the nuisance of British tourists.

With the launch of this new initiative, the municipality encourages looking at the broader picture.

Certain measures can have a greater impact together, such as tighter Red Light District policing and a ban on new hotel construction. 🤝

READ MORE | Sex work is work: etiquette and a guide to Amsterdam’s Red Light District

The campaign will run until the end of 2024. Will we finally see the end of troublesome tourists in the capital? 🤔

Do you think this anti-tourism campaign will be successful? Let us know in the comments below!

I live in the red light district. Right on Oudezijds Achterburgwal. There is zero police presence at night to deter anti social behaviour. The red light covers a very small area, 2 police officers on bicycles could easily cover it The drug dealers operate openly with impunity. In Gelderskade junkies openly smoke crack, ironically beside signs that warm of fines for smoking weed. The police need to pro actively actually “police” the area.

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UK tourists to Netherlands down 22% after Amsterdam campaign urging Brits to stay away

Fewer people are arriving from the uk than before the pandemic, article bookmarked.

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Visitors to the Netherlands from Britain have dropped this year, months after a campaign to discourage disruptive tourists from travelling to Amsterdam went live.

The number of arrivals from the UK is down 22 per cent compared to 2019, the last year of unrestricted travel before the coronavirus pandemic.

Since March 2023, travellers attracted to the Dutch capital’s permissive culture, which includes its red-light district and cannabis cafes, have been encouraged to go elsewhere .

The online campaign is triggered when people in Britain enter keywords into search engines, such as “stag party Amsterdam”, “pub crawl Amsterdam” and “cheap hotel Amsterdam”.

Warning videos pop up, featuring young men staggering in the street, being handcuffed and fingerprinted and having their mugshots taken, and describing the risks and consequences of excessive drug and alcohol consumption: fines, hospitalisation, a criminal record and permanent health damage.

Amsterdam remains one of the most popular tourist destinations in Europe , with around 20 million visitors each year. In 2019, 2.4 million of these were British .

Beverley Boden, head of the department for aviation, tourism, finance and marketing at Teesside University International Business School, told The Independent : “The Dutch government has taken a unique approach to managing the swarms of people big European cities experience, and may seem contradictory, especially at a time when tourist bodies are battling to raise the number of visitors coming in.

“The Dutch approach shows it is possible to prevent rowdy tourists from coming over, and may serve as an effective blueprint for other countries looking to do the same. However, tourism is often a fundamental industry to a country’s economy, such as Spain, and any dip in visitor numbers can have a traumatic effect on an intricate and interdependent network of operators, hotels, vendors, attractions, and restaurants.

“Obviously, people are still free to fly to Amsterdam to enjoy the city as they please. This might invite a calmer kind of tourist as opposed to the so-called ‘louts’ that cause inner-city mayhem. The Dutch way certainly shows others that it is possible to shift the demographic of who arrives into the country which may, in the end, be better for other kinds of tourists.”

New data, studied by travel industry trends analysts ForwardKeys, shows global arrivals into the Netherlands have fallen, reports The Times . As well as the campaign to discourage certain tourists, experts have blamed a cap on the number of flights introduced at Schiphol airport , located just outside Amsterdam and one of Europe’s busiest aviation hubs.

“The Netherlands has put a cap on air connectivity,” said Olivier Ponti, vice-president of insights at ForwardKeys.

“That is obviously a hurdle and they have launched demarketing campaigns telling people to stay at home.

“Then there’s the flight cap, which is designed to help the wellbeing of residents and the environment. If your idea is to reduce inbound traffic, the most effective way is to limit the number of flights.”

In an effort to reduce noise pollution and greenhouse gas emissions, flights into Schiphol will be capped at 452,500 per year – which is 9.5 per cent lower than 2019 levels. The Dutch flag carrier KLM has condemned the cap as “incomprehensible”.

Announcing the new rules in September, the Netherlands’ transport minister Mark Harbers said that “aviation can bring the Netherlands a lot that’s good, as long as we pay attention to the negative effects for people that live near the airport”.

The restriction is scheduled to go into effect in 2024, pending approval from the European Commission.

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Amsterdam’s Anti-Tourism Ad Campaign

• April 8, 2023

When most people think of “negative SEO,” they think of black-hat techniques aimed at competitors, the specifics of which I won’t go into here. The city of Amsterdam, in the Netherlands, started up a negative marketing campaign last month. Amsterdam’s “negative” campaign, as it turns out, is a paid campaign specifically orchestrated to turn people away not from visiting a neighboring country instead of Amsterdam… but from visiting Amsterdam itself :

But Amsterdam has a problem with too much tourism — and now it’s telling some visitors, namely British male tourists aged between 18 and 35, to “stay away” if they’re traveling to the city for drugs or parties. The “Stay Away” campaign targets visitors who use online search terms like “stag party Amsterdam,” “pub crawl Amsterdam” or “cheap hotel Amsterdam” by showing them warning advertisements, authorities said.

The campaign wasn’t meant to be tongue-in-cheek, like, if I were to write a sarcastic ad for Florida saying “Don’t come here, the sand between your toes gets so annoying.” They sincerely don’t want these visitors.

However, the press around the campaign has meant that the campaign hasn’t worked out the way they wanted :

The Stag Company – one of many firms selling packages to groups of stags and hens – saw a 4,000% increase in online interest yesterday, with a 649% rise in quotes leading to a 356% increase in bookings. Tom Bourlet, head of marketing at the company, said that the ad campaign had “worked out quite well for us”.

I attempted to replicate these search results by setting the VPN on my phone to London and running searches for “stag party Amsterdam” and “stag do Amsterdam,” among others, but couldn’t get the ads to come up. (Perhaps if I’d been able to set my location to Coventry, where they’d clearly like to send these searchers.)

Overall, it’s a creative campaign concept, but clearly flawed – first, it’s important to consider whether or not deterrent ads really work or whether they make the behavior look all the more intriguing; and second, when your campaign is TOO novel and gets this much blog and press coverage, is it guaranteed to backfire if its goal was to ensure you received a little less attention?

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Ad of the Day: Oslo’s red flags laid bare in anti-advertising style tourism spot

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By Amy Houston, Senior Reporter

June 25, 2024 | 2 min read

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The dry humor used throughout the spot has caused a huge stir online, with some pinning it as the ‘best tourism ad they have ever seen’. It's our favorite work of the day.

If you’ve ever wanted to visit Oslo then maybe think twice because according to this ad, there are no waiting times for restaurants, it feels more like a village than a city, you can walk from one side to the other and the lines into museums are short. You just wouldn’t get that with New York or Paris.

Told through the eyes of a grumpy local Norwegian, the spot strategically lists all the great things about the capital but in an obtuse and deadpan style.

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Brilliantly, the ad appears to draw inspiration from Danish-Norwegian filmmaker Joachim Trier, whose celebrated Oslo Trilogy (including the Oscar-nominated The Worst Person in the World) features an Oslo very similar to the one in the ad. Trier's protagonists ponder themes such as human connection, love, memory, and identity in a similarly subtle way.

Overall, it’s a masterclass in anti-advertising. It leverages sophisticated humor, an unconventional narrative, and cultural references to deliver a message that’s entertaining, making it stand out in the crowded global tourism sector.

Title: Is it Even a City?

Agency: NewsLab AS

Media: Kampanje

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