Decline in British Tourists to Amsterdam: ‘Stay Away’ Campaign Makes Waves
Amsterdam is witnessing a shift in its tourist landscape as the city's digital campaign, designed to deter unruly British visitors, gains momentum.
Launched this spring, the initiative specifically targets 18-35-year-old British men, aiming to reshape the Dutch capital's image from a rowdy party destination to a more refined tourist spot.
City officials have taken a stern approach to combat anti-social behaviour, signalling a crackdown on the notorious ‘lads holiday' culture.
The ‘Stay Away' campaign seems to be leaving its mark, with British holidaymakers opting to steer clear of Amsterdam.
Data from travel industry analysts ForwardKeys, presented to the World Travel and Tourism Council (WTTC), suggest that the ‘Stay Away’ campaign has, to some extent, dented the numbers.
According to data presented at the World Travel and Tourism Council (WTTC), the Netherlands has experienced a notable 22% decline in British tourist arrivals in 2023 compared to the pre-pandemic numbers in 2019.
While the campaign may be influencing this drop, it's noteworthy that global tourist arrivals to the Netherlands have also decreased by 26% compared to 2019.
Other factors contributing to the decline include a cap on flights to Amsterdam Airport Schiphol, an environmental measure facing resistance from airlines like KLM Royal Dutch Airlines.
Moreover, the recent ban on cruise ships in the city centre and the upcoming introduction of what could be Europe's highest tourist tax, €21.80 per person per night, might further deter visitors.
Despite the overall decrease in tourism, Amsterdam remains undeterred. The city is celebrating the success of the ‘Stay Away' campaign, as highlighted at the WTTC annual conference.
The Netherlands sees this as a positive step in reshaping its tourism landscape.
For those still considering Amsterdam for a getaway, it's worth noting that the city enforces a €100 on-the-spot fine for public drunkenness and a €150 fine for public urination.
The changing face of tourism in Amsterdam reflects the city's commitment to a more responsible and sustainable travel experience.
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