Amsterdam, long celebrated for its picturesque canals, historic architecture, and liberal cultural scene, is increasingly being recognised for something far less welcoming: its strong pushback against the tide of mass tourism.
Once considered one of Europe’s most visitor-friendly destinations, the Dutch capital is now at the forefront of a growing movement to curb the disruptive effects of overtourism.
City officials, frustrated by overcrowding, public nuisances, and residents’ declining quality of life, have enacted policies to discourage certain visitors and reclaim Amsterdam for its citizens.
One of the most visible targets of the city’s anti-tourist efforts is the phenomenon of party tourism.
The infamous Red Light District and the city’s coffee shops, known for their open sale of cannabis, have historically attracted large groups of young tourists seeking a hedonistic weekend escape. However, Amsterdam’s Government has grown increasingly intolerant of the rowdy behaviour and overcrowding that often accompanies such visitors.
In 2023, the city implemented a “Stay Away” campaign targeting young men aged 18 to 35 from the UK, one of the largest demographics for weekend party tourism. The campaign uses online ads to discourage these potential visitors, warning of the risks of excessive partying, fines, and legal trouble. Officials have also restricted alcohol sales in the Red Light District during weekends and imposed stricter rules on public consumption to curb antisocial behaviour.
The historic Red Light District, or De Wallen, has been central to Amsterdam’s efforts to reshape its image. In recent years, local authorities have proposed moving the city’s legal sex work industry out of the district entirely, citing concerns over exploitation and overcrowding. While controversial, the proposal has been paired with an increased focus on promoting the area’s historical and cultural significance over its reputation as a nightlife hub.
Additionally, the city has enacted measures to reduce foot traffic in the district. Guided tours of the area have been banned since 2020, and new rules have been introduced to limit the number of visitors allowed on narrow streets at any given time.
To reduce the number of visitors flooding the city, Amsterdam has capped the number of hotel rooms allowed within city limits and heavily restricted short-term rental platforms like Airbnb.
The city has also introduced a tourist tax that is among the highest in Europe, with visitors paying up to €3 (£2.52) per person per night on top of a percentage of their accommodation cost. This tax is part of a broader strategy to ensure tourism revenue contributes to local infrastructure and services.
Amsterdam’s iconic canals and central squares have not been spared from the effects of overtourism. City officials have banned beer bikes—large, pedal-powered bars popular with stag and hen parties—and introduced fines for littering, public urination, and other nuisances.
The city has also launched campaigns encouraging visitors to explore less-crowded neighbourhoods outside the city centre, such as Noord or De Pijp.
While Amsterdam remains one of Europe’s most popular destinations, with over 20 million visitors annually pre-pandemic, its government has been vocal about prioritising residents’ quality of life over unchecked tourism growth.
The city’s increasingly anti-tourist measures have sparked debate, with some praising the government for taking bold steps to preserve Amsterdam’s character and livability. In contrast, others argue that such policies risk alienating legitimate tourists and damaging the local economy. However, for many residents, the changes have been coming for a long time.