Co-creating a redesign of Amsterdam’s visitor economy

Amsterdam: a free-spirited city under pressure

Visitors are an inherent part of Amsterdam’s international character. For centuries, people from all over the globe have flocked to the city drawn by its entrepreneurial, liberal, and creative spirit. Visitors contribute substantially to the city’s vivid cultural institutions, hospitality sector, and public services. But in recent years, tourism has put the city under pressure. Crowds, misconduct, and increased monoculture in the food and retail sector placed visitors in bad daylight. While the world is still recovering from the global pandemic, how can Amsterdam redesign its visitor economy to contribute to the city’s economic, social, and environmental ambitions?

A city-wide co-creation

The Municipal Executive of the City of Amsterdam has asked amsterdam&partners to advise on the future of the visitor economy. In co-creation with more than a hundred stakeholders – consisting of experts, partners, residents’ organizations, entrepreneurs, businesses, and cultural institutions from all over the city – this became true advice by the city, for the city. By bringing together all these parties, we were able to paint a joint picture of a sustainable visitor economy.

A holistic redesign for Amsterdam’s visitor economy

What is the freedom that we treasure in Amsterdam? We want a city that celebrates creativity, diversity, and entrepreneurship, but not without respect for its history, residents, and environment. Seven pillars form the basis of our advice to realise a sustainable visitor economy, amongst which a focus on conscious visitors, rewarding good business, increased resident involvement, and managing the night. Together with stakeholders across the city, amsterdam&partners works hard to get the balance right again in Amsterdam’s visitor economy.

Download the full project here


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James Veenhoff


Leonie van Mierlo

Senior Strategist

Tim Ramsche

Tim Ramsche


Britt Schijvenaars - Fronteer

Britt Schijvenaars


Nikky Lenstra - Fronteer

Nikky Lenstra

Digital Designer