Over the years, Amsterdam has tried various ways of clamping down on nuisance tourism, from a “stay away” campaign to dissuade British lager louts, a ban on smoking cannabis in public in the centre, and 2am bar closing times.
Now it has opted for a new approach, using typical Dutch bluntness in an online quiz that aims to see off those who want to visit the historic city for anything less than its tulips and Stroopwafels.
“Would you like to buy cocaine?” reads one question on the Amsterdam Rules quiz, while another asks: “Would you like to explore the city with a drink or a spliff/joint in your hand?”
Anyone wanting to organise a pub crawl or a stag do is met with the message: “That is going to be a hassle. It is forbidden.” (So, for the record, is buying drugs from street dealers or wandering the cobbles while smoking cannabis or drinking beer.) Those clicking yes to the question “Would you like a guided tour among sex workers’ windows?” are also told that is no longer an option.
The municipality’s interactive campaign, which launched last month and will shortly be available in Italian, French, Spanish and Dutch, aims to show that many of the things tourists associate with Amsterdam are actually against the rules.
While desperate for tourist tax revenues, the Dutch capital is struggling with the return of post-pandemic tourism, including unwelcome guests who vomit on doorsteps, run screaming through the streets and urinate in public. Despite city efforts to deter them, overnight visitors to Amsterdam grew 21% last year, to 9 million.
Sofyan Mbarki, the deputy mayor of Amsterdam, told a council meeting on Wednesday the quiz was a new version of the much-criticised dissuasion campaign. “We are doing things a bit differently,” he said. “Future tourists who Google for ‘Amsterdam coffee shop’, ‘Amsterdam red light district’ and ‘Amsterdam stag do’ will come to this quiz via Google Ads.”
He added: “The website needs to debunk associations that party tourists have about letting loose in Amsterdam, for example, with questions like: ‘What famous Dutch products would you like to try? Cocaine?’”
The quiz is costing at least €165,000 (£141,000), part-funded by the national justice ministry, and aims to knock partiers’ plans on the head before they book their flights. Anyone clicking on enough rule-breaking options is given the response: “Too bad… Considering your preferences, Amsterdam may not offer the experiences you’re looking for.”
However, some experts point out an online questionnaire may not reach the target audience. “The city of Amsterdam appears to want to scare away potential visitors that are willing to fill out surveys,” said Maarten Bruinsma, the chair of Amsterdam Gastvrij, which represents B&B owners.
Tourism expert Vincent van Dijk, who organises an annual “Hotel Night” to share tourist perks with locals, said it was good to make it clear there were rules but that the website was “sad and childish” – and useless unless fines were enforced.
Rogier Havelaar, the head of the local Christian Democratic Appeal party, said the council was sending mixed messages. “At the same time, we are hitting the international press with [plans for] the biggest brothel in Europe and legalising cocaine,” he told the council meeting. “How does this fit in the branding campaign?”
The mayor of Amsterdam, Femke Halsema, has called for the regulation of the sale and use of cocaine as a means of hitting the profits of criminal gangs.
Meanwhile Bert Nap, a resident of the red light district, was sceptical. “It’s all about the forbidden fruit in Amsterdam,” he said. “Why not offer a better alternative as feedback? ‘Smoking weed on the street? We’d rather not have that. Do it at home and then you won’t get nasty comments from Amsterdammers.’”
