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Despite the "Stay Away" campaign aimed at discouraging disruptive British tourists from visiting Amsterdam, city officials report that it hasn't directly reduced the city's allure to party-seeking


The campaign's videos, depicting tourists facing police custody or hospitalization after seeking a chaotic time in the city, have been viewed 3.3 million times by young men aged 18 to 35 since its launch in March, as per the Parool.

The goal was to combat disruptive tourism and unchecked growth. "Visitors are still welcome, but not if they misbehave and cause disturbance," stated Sofyan Mbarki, chief of economic affairs.

While a majority of the targeted demographic has become "more conscious" of the regulations and expected conduct in the city center, officials note they are unable to articulate the new boundaries. Mayor Femke Halsema and Mbarki informed councilors that many remain oblivious to rules against public consumption of alcohol and cannabis, earlier bar closing times, sleeping in cars, and public urination bans.

Moreover, Amsterdam still holds considerable appeal for this demographic, regardless of exposure to the campaign. "Party tourists still perceive Amsterdam as a city of limitless possibilities... and this perception remains a compelling reason to visit."

The city's marketing department intends to refine the campaign's message specifically for this demographic. Additionally, the initiative will broaden its scope to address party tourists from other EU nations and within the Netherlands.

A new campaign, "Renew your view," will showcase Amsterdam's diversity and fresh perspectives. This PR effort will extend beyond borders and target the Amsterdam region, starting at the month's end.

In conjunction with the "Stay Away" campaign, the city has implemented measures like earlier closure times for bars and brothels, clamping down on alcohol sales in the red-light district, and banning public cannabis consumption. Nevertheless, tourist numbers are anticipated to exceed 20 million this year.

While recent data from ForwardKeys indicated a 22% decline in flights to Amsterdam compared to pre-pandemic 2019 figures, some viewed this as a sign of the campaign's efficacy. However, these figures did not account for budget airlines like Easyjet and Ryanair, which increased flights to Dutch destinations. Nor did it consider the impact of flight caps and direct train services. Photo by User: (WT-shared) Redbear at wts wikivoyage, Wikimedia commons.