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This project explored the effectiveness of various information channels in influencing tourist movements and experiences in Amsterdam and Copenhagen. Visitors were recruited via pop-ups on each destination’s official marketing site and assigned to one of four experimental groups. These groups received different types of visitor guidance:
Participants installed a GPS tracking app on their phones and completed surveys before, during and after their visit.
**Key Findings of the experiment: **
1. In Copenhagen, participants using maps with hidden gems were 11.88 times more likely to explore hidden areas compared to those with maps of must-sees. Those using Zoey with hidden gems were 3.58 times more likely.
2. In Amsterdam, these patterns were present but not statistically significant.
3. Exposure to hidden gems (especially via Zoey) was associated with reduced movement around must-sees, though effects varied by city.
On July 2, 2025, a co-creation workshop was held with stakeholders from both cities to interpret the findings and shape future interventions. The idea sprint generated ideas that were clustered into five strategic pathways, along with an additional pathway focused on policy, governance, and long-term impact. After careful evaluation, two of these pathways were selected for further exploration in a prototype lab. This process resulted in the development of two concept ideas and actionable plans for next steps.
**Two main strategic pathways emerged: **
These pathways offer promising directions for managing visitor flows and enhancing urban tourism sustainability through smarter communication.
This project explored the effectiveness of various information channels in influencing tourist movements and experiences in Amsterdam and Copenhagen. Visitors were recruited via pop-ups on each destination’s official marketing site and assigned to one of four experimental groups. These groups received different types of visitor guidance:
Participants installed a GPS tracking app on their phones and completed surveys before, during and after their visit.
**Key Findings of the experiment: **
1. In Copenhagen, participants using maps with hidden gems were 11.88 times more likely to explore hidden areas compared to those with maps of must-sees. Those using Zoey with hidden gems were 3.58 times more likely.
2. In Amsterdam, these patterns were present but not statistically significant.
3. Exposure to hidden gems (especially via Zoey) was associated with reduced movement around must-sees, though effects varied by city.
On July 2, 2025, a co-creation workshop was held with stakeholders from both cities to interpret the findings and shape future interventions. The idea sprint generated ideas that were clustered into five strategic pathways, along with an additional pathway focused on policy, governance, and long-term impact. After careful evaluation, two of these pathways were selected for further exploration in a prototype lab. This process resulted in the development of two concept ideas and actionable plans for next steps.
**Two main strategic pathways emerged: **
These pathways offer promising directions for managing visitor flows and enhancing urban tourism sustainability through smarter communication.
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