I amsterdam - Why City Marketing?

Global Developments
Amsterdam has always scored well on the ranking lists of cities that appear based on various criteria. However, the competitive position of Amsterdam has recently been put to test due to several developments: Globalisation is leading to worldwide competition between cities, ever more East-European cities are now presenting themselves as attractive business and leisure alternatives, and competition is focusing increasingly on marketing ‘the city’. It has been decided to give a high priority to strengthening city marketing in order to maintain Amsterdam’s prominent position in the world.

Benefits
Amsterdam will be able to achieve and maintain a distinctive relevant position with the selected target groups because of city marketing. This will lead to an increase (or maintenance) of the number of visitors or the use of products and services in Amsterdam and surroundings by these target groups. The target groups for city marketing are companies, visitors and inhabitants: both existing and potential, and both national and international.

Amsterdam Advantage
Studies have shown that Amsterdam should take advantage of the strengths of its current image based on specific dimensions. These include Amsterdam as a cultural city, with a mix of historical beauty and cosmopolitan livelihood; as a meeting place; and as possessing key strengths such as creativity, innovation and spirit of commerce. Amsterdam’s opportunities in the medium term lie in the domain of its development as business city, knowledge city, residential city, and its linked to excellence and intellect.