Central to our efforts this year will be a push to encourage visitors to explore beyond the city centre and discover Amsterdam’s many varied neighbourhoods and surrounding areas. Other big news comes in the form of the brand new I amsterdam Store at Central Station. Far more than just a shop, the store will immerse visitors in the culture of Amsterdam with a  selection of iconic, locally produced products and helpful visitor information.

It’s a big year for events in Amsterdam too, with the city set to host the European Athletics Championships, Amsterdam Dance Event and EuroPride – to name but a few. It’s going to be a busy, but great, year ahead!

Big events planned for Amsterdam

This spring, one of Amsterdam’s most famous landmark towers will open its doors following a multi-million Euro facelift. Crowned by a revolving 360 degree rooftop restaurant offering panoramic views across Amsterdam, the 22 storey A’dam tower will be home to an exciting selection of trendy bars, restaurants, apartments and music companies – and it will be open 24/7.

2016 also sees the Netherlands host the EU Presidency for the 12th time, welcoming ministers, EU commissioners, parliamentarians, scientists and senior officials to the country and, of course, to Amsterdam. And another major event set to bring many international visitors to the city in 2016 is the European Athletics Championships, for which Amsterdam will form the backdrop to five days of world class Athletics action in July.

Neighbourhood campaign: Find your Amsterdam

While central Amsterdam undoubtedly provides a huge variety of things to do and places to see, visitors miss out on so much if they don’t discover the neighbourhoods beyond the city centre. That’s why this year Amsterdam Marketing is focusing its efforts on encouraging visitors to explore the different areas of Amsterdam, by highlighting 11 of the city’s most vibrant districts – each having its own distinct character and particular attractions.

Everyone stands to benefit from this neighbourhoods campaign – from the visitor who gets the chance to discover the best local hotspots to the local businesses who’ll enjoy more custom, and of course the overcrowded city centre which will be under less pressure thanks to the distribution of visitors.