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Overcrowding is becoming more and more apparent across the globe, with key attractions being restricted or closed altogether in order to recover the fragile ecosystems left behind once tourists have been and gone. Amsterdam Marketing has been actively participating in responsible tourism development for the city, particularly responsible urban tourism.

To put the effects of these multiplying numbers into perspective, Amsterdam has a population of approximately 800,000 people. It is expected that nearly 18 million visitors will have visited Amsterdam by the end of 2018, and visitor numbers are forecast to continue rising to almost 30 million by 2025! The number of tourists to date has increased around 20% since 2016. This clearly demonstrates the strain on the city’s ecosystem, and the widespread impact it suffers across the whole economy.

Last year, Amsterdam Marketing piloted ‘Live Lines’ providing visitors with an overview of live queue times at 10 museums in the Amsterdam Metropolitan Area. This was in direct response to the growing number of visitors to the city, and the equally growing issue of queuing times across some of Amsterdam’s most popular attractions, which saw most visitors spending more time standing outside the attraction than inside!

Most recently in October 2018, Amsterdam partnered with booking.com for the First Booking Cares Lab. This initiative is designed to create feasible ideas and solutions to responsible tourism through effective collaboration. The three-day programme invited up to ten innovators from the city to collaborate with booking.com mentors, and experts from Amsterdam Marketing and the city of Amsterdam to develop solution specific project plans around three key themes relating to responsible urban tourism. The three themes were; Tourism Dispersal, Inclusive Growth and Behavioural Awareness. Based on the jury’s evaluation of the final pitches, the best plans will be awarded a grant between €10,000 and € 25,000 to fund the next steps. Stay tuned to find out what the end results were.

We are excited to be partnering with I amsterdam for The Destination Challenge at WTM London. The Destination Challenge 2018 is an innovative concept led by the Digital Tourism Think Tank in partnership with World Travel Market, I amsterdam and Paris Tourisme, with the aim of tackling one of the biggest challenges faced by the tourism industry today.

For the chance to win £3,000, help us to answer the question, ‘How we can overcome the challenge of overcrowding in tourism hotspots and spread the value of tourism wider?’

Register today!



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