Press release, 21 February 2012

Recent research indicates that branches of the Amsterdam Tourist Office (VVV) in the city centre and at Amsterdam Airport Schiphol are becoming increasingly popular. In 2011, the number of visitors to the branches increased by an impressive 10%. The Amsterdam Tourist Office branch located opposite Amsterdam Central Station even broke the 1 million visitor barrier, making it by far the busiest branch in the Netherlands. The three Amsterdam Tourist Office branches, located at Leidseplein, Amsterdam Airport Schiphol and opposite Amsterdam Central Station helped a total of 1.3 million visitors in 2011.

Personal service rated 8.9 or above

The Amsterdam Tourist Office conducts annual research into visitor satisfaction in order to identify areas for improvement. The Continuous Customer Research programme runs throughout the year and the latest results indicate that the average visitor is extremely satisfied with the service, rating it with a score of 8 out of 10. All aspects of the personal service provided by staff at the Amsterdam Tourist Office (including their professionalism, language proficiency, personality and level of service) were awarded a score of at least 8.9 out of 10.

Waiting times during the peak tourist season is one area identified as requiring improvement, especially on public holidays and at the weekend. However, this feedback can be put in the perspective of the enormously high numbers of visitors that call into the Amsterdam Tourist Office at these times. For example, the branch opposite Amsterdam Central Station welcomed about 8,000 visitors on Good Friday 2011, providing them with maps and I amsterdam City Cards or helping them to find hotels.

International visitors

The majority of visitors are from the United Kingdom, Germany, the USA, Spain, France and the Netherlands. There was a marked increase in visitors to Amsterdam Tourist Office branches from Brazil, Russia, India and China during the last year – an increase also seen in the amount of visitors from these countries staying in Amsterdam’s hotels. The latest figures indicate that visitors from these countries are comparatively more information hungry than European visitors.  

37% of visitors to Amsterdam Tourist Offices call by for inspiration and information about Amsterdam and the region, 22% visit to purchase a product in the tourism range and 28% call in to a branch to purchase public transport tickets.

Collaboration with Inholland University of Applied Sciences

The Amsterdam Tourism & Convention Board (ATCB) operates the Amsterdam Tourist Offices and is pleased with the latest results. Wendy Sieger-Kintzen, responsible for the Amsterdam Tourist Offices, commented on the findings: “If your customers react positively to your efforts and qualities, it gives the staff additional satisfaction. The ATCB is dedicated to continued investment in staff knowledge and on-the-job programmes. We will continue to invest in further improving hospitality in 2012 so that the service we offer remains at a high standard.”

“In 2012, the Amsterdam Tourist Office entered into a partnership with the Inholland University of Applied Sciences to allow students studying for their Tourism and Recreation Management degree to work at an Amsterdam Tourist Office branch. The combination of work and education is vital to ensuring those entering this branch of work in the future are up to scratch.”

* The Continuous Customer Research programme is conducted throughout the year in collaboration with the Research, Development and Advice Department at the Amsterdam Tourism & Convention Board. The research programme is intended to help gain insight into the quality of the service offered at the branches.

ATCB Press Office, 21 February